Lifecycle Performance Lead

Herschend is the world’s largest family-held themed attractions company, with a portfolio of over 40 family entertainment brands across North America, including destinations, resorts, theme parks, water parks, immersive experiences, and content enjoyed by audiences worldwide.

While each of our family brands offers something unique, all are united by a shared purpose:
Bringing Families Closer Together by Creating Memories Worth Repeating®. Our 22,000 passionate hosts make this purpose possible through everyday acts of love and service—what we call Heartspitality®—the intersection of heart and hospitality.

As an equal-opportunity employer, we strive to provide environments where every host, guest, and partner feels welcome, valued, and loved. We firmly believe that words and actions matter, which is why all individuals are to be treated equally and with respect. For more information, visit

As the Lifecycle Performance Lead at Herschend, you will support the evaluation and optimization of the company’s email, SMS, and push channels, which drive guest engagement and revenue. This role focuses on analyzing campaign and customer behavior data, identifying opportunities to improve targeting and personalization, and assisting with data-driven recommendations to enhance lifecycle performance.

You will work closely with Marketing teams to support testing strategies, contribute to campaign and journey enhancements, and help implement new tools, features, and best practices. This role plays a key part in enabling teams to deliver effective, high-performing lifecycle marketing campaigns and improving the overall guest journey.

• Monitor and analyze performance across lifecycle channels including email, SMS, and push notifications, ensuring alignment with business goals and KPIs
• Analyze and track metrics such as engagement, conversion, retention, and customer progression to identify trends and optimization opportunities
• Develop and maintain reporting frameworks and dashboards to provide visibility into lifecycle performance
• Assist in translating campaign and journey performance data into actionable insights and recommendations for Marketing stakeholders
• Support performance evaluation of lifecycle campaigns, journeys, and audience strategies in partnership with Marketing, Product, and Development teams
• Assist in the development of test plans, including hypotheses, success metrics, and targeting strategies, and support implementation and analysis of A/B and multivariate tests across lifecycle channels
• Support execution of complex or high-impact tests within lifecycle platforms when advanced configuration is required
• Identify opportunities to optimize audience segmentation, messaging strategy, and channel mix based on performance insights
• Support a test-and-learn approach, ensuring consistency in testing methodologies and measurement across lifecycle initiatives
• Partner with Product, Marketing, and Development teams to align on lifecycle performance goals, campaign strategies, and optimization opportunities
• Configure and support lifecycle platforms, including journey setup, templates, and testing frameworks
• Provide insights, recommendations, and best practices to enable the Marketing team to effectively execute and optimize lifecycle campaigns
• Act as a subject matter expert on lifecycle channel performance, offering insights to improve targeting and personalization strategies
• Support the Marketing team in leveraging analytics and marketing automation tools for email, SMS, and push channels to inform execution and optimizations
• Monitor performance metrics across lifecycle channels to identify trends and opportunities for improvement
• Assist with QA for new capabilities, supporting consistent setup, frameworks, and data integrity, and escalating issues as needed
• Contribute to documentation of testing strategies, performance learnings, and best practices to enable broader Marketing team adoption for lifecycle channels

• Minimum of 3-6 years of experience in digital marketing, lifecycle marketing, or related functions
• Proven…