Lifecycle Journey Manager – Retention

• Own end-to-end retention strategy and the primary KPI - Retention Rate, repeat monetization moments, D30/Dn retention, and churn.
• Define retention and churn scoring, triggers, and intervention logic; set the signals and guardrails the decisioning stack (Hightouch) acts on.
• Design reactivation, win-back, and engagement journeys, and build direct-deposit and habit stickiness.
• Build and launch in Iterable - increasingly via AI decisioning - owning QA, frequency, and suppress ions.
• Design holdouts and read incrementality with Analytics to prove true retention lift, distinguishing it from compounded-cycle artifacts.
• Shape the loyalty and premium experience in partnership with PMM and Product.
• Own the numbers and the retention narrative for leadership, surfacing insights and clear next steps.
• Direct and supervise the AI agents that execute retention programs, and set their guardrails.

• 7–10+ years in lifecycle / CRM / retention marketing for a digital product or subscription business, with a deep retention and churn focus.
• A track record owning retention strategy and personally shipping journeys in Iterable, Braze, Salesforce Marketing Cloud, or similar.
• Advanced data literacy - survival / cohort analysis, incrementality, and experimentation design.
• Experience building triggered, always-on retention programs (onboarding, win-back, reactivation, loyalty).
• Comfort defining inputs to ML decisioning (churn scoring, next-best-action) and interpreting model outputs.
• Senior cross-functional leadership - influence without authority and keep stakeholders aligned and moving.
• Excellent communication; able to set definitions and measurement standards the wider team adopts.
• A bias toward ownership and action.

Demonstrates expertise in lifecycle and retention marketing, with a strong focus on data-driven strategies to enhance retention rates and reduce churn. Proficient in designing and executing retention programs using advanced analytics and AI decisioning tools.

• Retention Strategy Ownership
• Iterable Journey Development
• Advanced Data Literacy
• Triggered Retention Programs
• Cross-Functional Leadership

• Retention Rate Analysis
• Churn Scoring
• Survival Analysis
• Cohort Analysis
• Experimentation Design
• Data-Driven Decision Making
• AI Decisioning Inputs
• Retention Program Design
• Incrementality Measurement
• Journey Mapping

• Excellent Communication
• Influence Without Authority
• Stakeholder Alignment
• Ownership
• Action Bias

• Lifecycle Marketing
• CRM
• Retention Marketing
• Digital Product
• Subscription Business

• Iterable
• Braze
• Salesforce Marketing Cloud
• Hightouch
• Analytics Platforms