Lifecycle Marketing Manager Job DescriptionThe OpportunityThe Lifecycle Marketing Manager will be the engine behind how Scenthound communicates with members, prospects, and dog parents across email, SMS, and push notifications. This role owns end-to-end CRM strategy and execution - from acquisition through retention and win-back - while collaborating deeply with cross-functional corporate teams, agency partners, and our franchise network. You'll be equal parts strategist and builder: turning customer data into automated journeys and high-impact campaigns that drive membership growth, retention, and long-term customer LTV.
This is not a role for someone who delegates the data work. You'll dig into behavioral analytics, build and own your own segments, uncover insights others miss, and use those findings to continuously sharpen your strategy.
What You'll Own CRM Platform Migration • Lead project management of Scenthound's migration to a new CRM platform - a top company priority - owning the program end to end, from requirements through build, testing, launch, and post-launch optimization
• Coordinate cross-functional stakeholders across Marketing, Product, Technology and Operations -owning the project timeline, tracking deliverables and keeping everyone aligned
• Manage the vendor relationship with the new CRM partner, holding them to scope, milestones, and quality standards
• Oversee data migration and the rebuild of journeys, segments, and templates to ensure a seamless transition with no disruption to member communications
CRM & Lifecycle Strategy • Own the overall email, SMS, and push notification lifecycle strategy - from acquisition through retention, loyalty, and win-back
• Design, build, and launch automated lifecycle journeys: onboarding, post-purchase, abandoned flows, re-engagement, loyalty/VIP, and win-back
• Develop deep segmentation and audience-building strategies based on member behavior, purchase history, engagement signals, and lifecycle stage - delivering relevant, personalized messaging at scale
• Define and manage a rigorous testing roadmap: A/B and multivariate tests across subject lines, send times, creative, offers, channel mix, copy and journey touchpoints - and systematize learnings into playbooks
• Monitor and continuously improve deliverability, list health, opt-out rates, and spam complaint rates; maintain best-in-class list hygiene
• Build regular performance reporting across lifecycle KPIs; present insights and data-backed recommendations to the Director of Digital Marketing
Data & Insights • Take a fully data-driven approach to lifecycle strategy - independently digging into platform analytics, behavioral data, and cohort performance to surface trends, drop-off points, and growth opportunities
• Build and analyze audience segments using CRM tools and, where applicable, data warehouse environments (Snowflake experience a plus)
• Translate raw data into clear, actionable insights that inform campaign strategy, product decisions, and customer experience improvements
• Own cohort analysis, funnel performance, and lifecycle KPI reporting - identifying what's working, what isn't, and what to do next
App & Web Experience • Collaborate with the Product team on in-app messaging, member experience, and feature launches
• Support management of the web experience - landing pages, conversion flows, and content updates
• Ensure digital touchpoints across channels are consistent, on-brand, and optimized for performance
Cross-Functional & Franchise Collaboration • Work hand-in-hand with corporate teams including Marketing, Product, Operations, and Technology
• Serve as a reliable marketing resource for our franchise network - communicating clearly, supporting local needs, and navigating the complexity of a multi-unit system with professionalism and patience
• Translate corporate campaign strategy into scalable, franchisee-friendly toolkits and assets
Director of Digital Marketing Support • Assist the Director of Digital Marketing on paid media initiatives and agency coordination
• Contribute to SEO strategy and execution efforts
• Support reporting, budget tracking, and strategic presentations as needed
What We're Looking For Required • 5+ years of hands-on experience in lifecycle marketing, CRM, or email/SMS marketing with a proven track record driving revenue, retention, and customer LTV
• Deep expertise in audience segmentation and list strategy - you know how to slice data to find the right customer, with the right message, at the right moment
• Genuinely data-driven: you dig into the numbers yourself, identify what the data is telling you, and use those insights to build smarter programs - a self-starter on managing this need
• Proven ability to design and execute automated lifecycle flows from the ground up across email, SMS, and push
• Retail or consumer brand background - you understand how customers shop, join, and churn
• Strong understanding of email/SMS compliance: CAN-SPAM, TCPA, CCPA, GDPR, and consent best practices
• Comfortable managing multiple channels and programs simultaneously without dropping the ball
• Strong communicator who can work effectively with corporate stakeholders and franchise owners alike
• Self-starter mentality - you identify the opportunity and move without waiting to be told
• Proficiency with at least one major ESP/CRM platform (e.g., Klaviyo, Cinch, Braze, Customer.io, Salesforce Marketing Cloud, Iterable, or similar)
Preferred / Nice to Have - Basic HTML/CSS for email template editing nice to have; mobile-first design sensibility
- Experience in a multi-location, franchise, or membership/subscription business environment
- Snowflake or similar data warehouse experience; SQL proficiency for custom audience building and funnel analysis
- Familiarity with tools like Looker, Google Analytics, or similar analytics platforms
- Experience supporting paid media strategy or agency relationships
- Track record of building structured experimentation frameworks and iterating based on results
Compensation and Benefits:- Health insurance with company contribution
- Dental insurance
- Vision insurance
- Paid time off
- Company Paid Life and Disability
- 401k plan with company match
- Free grooming services for your dog
- Energetic, fun, loving work environment
- Unlimited growth potential with an expanding business
- Compensation: $80,000-$90,000 depending on experience
Who Thrives Here This role is for someone who is energized by autonomy, thrives in a fast-moving franchise environment, and takes pride in building things that actually work. You're comfortable being the most knowledgeable person in the room when it comes to lifecycle strategy - and you back every decision with data. You genuinely care about the customer experience, and you know that the right message, to the right member, at the right moment is what drives real business results.
Fully Remote if outside of Florida.
This is a remote position.
Compensation: $80,000.00 - $90,000.00 per year
