Aeroflow Health- Lifecycle Marketing Manager - Mom and Baby (Remote)

The Opportunity

As the Lifecycle Marketing Manager for the Mom & Baby Team, you will join a team of talented marketing professionals and play a pivotal role in shaping how our brand connects with hundreds of thousands of expectant and new parents each year through highly personalized, data-driven lifecycle campaigns. This is a highly collaborative role for a marketer who thrives balancing strategic thinking with hands-on execution-someone who enjoys developing lifecycle strategies, bringing them to life through thoughtful execution, and continuously optimizing performance based on data and customer insights.

Reporting to the Director of Brand Strategy & Marketing, you will focus on lifecycle email, SMS, and MMS campaigns-ensuring every message resonates deeply with moms from pregnancy through postpartum at every stage of their customer journey. You'll collaborate across six product verticals-Breast Pumps, Replacement Parts, Milk Storage Bags, Lactation & Perinatal Education, Pregnancy Support & Postpartum Recovery and E-commerce-ensuring Aeroflow Breastpumps remains the trusted source for millions of moms.

This role requires a blend of strategic thinking, hands-on execution, creativity, and data-driven decision-making to build lifecycle programs that drive engagement, conversion, and long-term trust. Success in this role requires intellectual curiosity, strong business judgment, and a proactive approach to identifying opportunities and driving continuous improvement. You'll partner closely with MarTech for execution in Braze, ensuring lifecycle campaigns are effective, technically sound and deliver measurable business results.

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Primary Responsibilities

Lifecycle Strategy & Email/SMS/MMS Campaign Ownership

• Own the strategy, execution, and performance of all lifecycle email, SMS, and MMS campaigns.
• Proactively identify opportunities, develop strategic recommendations, and present data-backed solutions to improve lifecycle performance, customer experience, and business outcomes.
• Define business priorities and desired outcomes for automated journeys (onboarding, education, conversion, resupply reminders, cross-sell opportunities) in consultation with Marketing leadership and aligned to business unit goals.
• Develop and maintain a detailed lifecycle marketing journey map across email, SMS, and MMS touchpoints, using it to identify gaps and opportunities for engagement and conversion. Collaborate with Marketing and cross-functional partners to ensure alignment with the broader customer experience.
• Prioritize lifecycle initiatives based on business impact, customer value, technical complexity, and organizational priorities.
• Drive segmentation and personalization strategies to deliver relevant, timely communications based on customer behavior and lifecycle stage.
• Ensure lifecycle campaigns complement site experiences, landing pages, and broader funnel initiatives.

Content Development for Lifecycle Channels

• Develop content strategy and write copy for lifecycle channels (email, SMS, MMS) that resonate with moms at each stage of her customer journey.
• Partner with Brand Marketing and Creative to ensure lifecycle messaging aligns with overall content themes, brand storytelling, tone, and design standards.
• Develop and optimize a portfolio of lifecycle templates and creative examples for continuous improvement.

Platform & Data Management (Braze)

• Own lifecycle marketing priorities in Braze, defining business requirements and campaign goals in collaboration with the MarTech team for technical execution and platform expertise.
• Partner with MarTech to scope, test, and launch automated journeys, dynamic content, and advanced segmentation.
• Define requirements for tagging, triggers, and personalization logic. Collaborate with MarTech and WebDev on feasibility and implementation.
• Support migration of legacy campaigns into Braze, ensuring smooth, optimized transitions in partnership with MarTech.

Analytics, Testing & Optimization

• Lead the development of a robust testing framework (A/B, multivariate) to improve engagement and conversions.
• Analyze performance data, customer behaviors, and journey insights to refine lifecycle strategies.
• Own lifecycle campaign performance by continuously monitoring results, identifying root causes, and implementing optimizations that improve key business metrics.
• Manage lifecycle KPI tracking and reporting (engagement, conversion, lifetime value) in alignment with Marketing leadership priorities and make data-driven recommendations for optimization.

Cross-Functional Collaboration

• Collaborate closely with Brand Marketing and E-commerce to ensure lifecycle campaigns reinforce integrated marketing campaigns, product launches, merchandising initiatives, and seasonal priorities.
• Partner with Marketing, MarTech, Sales Operations, WebDev, and Consumer Insights to align lifecycle communications with funnel strategies and business goals.
• Collaborate with the MarTech team to ensure lifecycle strategies are translated into technically feasible builds and optimized for performance.
• Clearly communicate lifecycle strategies, recommendations, and performance insights to cross-functional stakeholders and Marketing leadership.
• Support customer research initiatives (surveys, feedback campaigns, qualitative insights) to inform lifecycle strategies in partnership with Marketing leadership.
• Perform other related duties as assigned to support evolving business needs.

Core Competencies

• Data-Driven Consumer Centricity: Ability to analyze data and use insights to create consumer-focused lifecycle strategies.
• Creative & Strategic Balance: Blends storytelling and brand voice with performance-driven communication.
• Builder's Mindset: Takes initiative to identify opportunities, develop solutions, translate strategy into high-quality execution, and continuously improve lifecycle programs through testing, experimentation, and innovation.
• Strategic Agility: Comfortable navigating ambiguity, adapting to changing business priorities, and independently driving work forward.
• Curiosity & Continuous Learning: Naturally seeks to understand customer behavior, asks thoughtful questions, explores new ideas, and stays current on lifecycle marketing best practices.
• Collaboration: Excels at working cross-functionally with Marketing, Creative, MarTech, WebDev and Sales Operations.
• Results-Oriented: Sets clear goals, prioritizes effectively, and drives measurable business impact.
• Employee has an individual responsibility for knowledge of and compliance with laws, regulations, and policies.
• Compliance is a condition of employment and is considered an element of job performance
• Maintain HIPAA/patient confidentiality
• Regular and reliable attendance as assigned by your schedule
• Other job duties assigned

Must-Have Qualifications

• Bachelor's degree in Marketing, Business, or a related field.
• Lifecycle & Channel Expertise - 4-6+ years in lifecycle/email/SMS marketing (ideally in DTC, eCommerce, or consumer health/wellness), with strong understanding of customer journey mapping and lifecycle strategy.
• Platform Proficiency - Hands-on experience with Braze (or similar tools like Iterable/Klaviyo) including automated journeys, segmentation, and campaign migration.
• Content Skills - Proven ability to write compelling email/SMS copy and align messaging with both brand voice and performance goals.
• Attention to Detail - Produces high-quality work with strong attention to detail, ensuring lifecycle campaigns are thoroughly reviewed, accurately executed, and optimized before launch.
• Analytics & Optimization - Skilled in designing and analyzing A/B or multivariate tests, and applying insights to improve engagement and conversion.
• Data & Insights - Experience interpreting customer behavior and campaign performance using analytics platforms (e.g., GA4, Looker, Tableau, or similar) to inform recommendations and optimize lifecycle strategies.
• Project Management & Collaboration - Strong organizational and project management skills (e.g., Jira), with ability to partner across Marketing, MarTech, and WebDev.
• Mindset & Ownership - Critical thinker with a builder's mindset who takes ownership from strategy through execution, is passionate about business growth, and committed to maintaining HIPAA/patient confidentiality.