POSITION SUMMARYAs 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.
ESSENTIAL DUTIES & RESPONSBILITIES Channel Performance Responsibilities - 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
Channel Optimization Responsibilities - 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
Channel Enablement Responsibilities - 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 escalate issues as needed
- Contribute to documentation of testing strategies, performance learnings, and best practices to enable broader Marketing team adoption for lifecycle channels
EXPERIENCE & EDUCATION - Minimum of 3-6 years of experience in digital marketing, lifecycle marketing, or related functions
- Proven track record of supporting performance across lifecycle channels, including email, SMS, and push notifications, in a customer-facing industry such as hospitality, travel, or retail
- Experience with marketing automation and analytics platforms, such as Iterable, Salesforce Marketing Cloud, HubSpot, Google Analytics, Looker, and other martech platforms
- Moderate understanding of marketing automation, data tracking, A/B and multivariate testing, and journey optimization
- Background in performance reporting and insights generation, with a focus on actionable business outcomes
- Bachelor's degree in Marketing, Business Administration, Digital Media, or a related field
- Relevant certifications in digital marketing, analytics, or project management are a plus (e.g., Google Analytics, PMP, Scrum)
SKILLS & QUALIFICATIONS - Strong technical knowledge of email, SMS, push platforms, and marketing automation optimization techniques
- Proficiency in marketing automation and analytics platforms
- Ability to support the design, execution, and analysis of lifecycle tests and journeys, translating data into actionable insights for Marketing teams
- Strong project management skills, with the ability to prioritize and manage multiple campaigns and lifecycle initiatives simultaneously
- Exceptional written and verbal communication skills, with the ability to present data-driven recommendations to cross-functional stakeholders
- High initiative and results-oriented mindset, focused on improving engagement, conversion, and retention across lifecycle channels
