Senior Lifecycle Marketing Manager

Welcome to Destination Pet. We are One Pack- a united team working together to elevate the love and lives of pet families. Our pet-obsessed professionals create a connected care network of trustworthy partners who bring creative innovation every day. We are revolutionizing the pet industry. Join us!

We are looking to add a Senior Lifecycle Marketing Manager to our team!

LOCATION: Remote US

Travel: 15%

REPORTS TO: VP of Strategic Marketing & Growth

PAY: $140 K -$150K + 15% Bonus

Role Overview:

The Senior Lifecycle Marketing Manager plays a critical role in driving customer retention, repeat visit frequency, and lifetime value across Destination Pet's portfolio through targeted, data-driven lifecycle campaigns. This role spans strategy and execution, working closely with Marketing, Operations, and Analytics to design, execute, and optimize customer communications across outbound channels. This position reports to Michelle McPherson, VP of Strategic Marketing & Growth.

CORE RESPONSIBILITES:

Strategy & Planning

Own end-to-end lifecycle marketing strategy across the customer journey (acquisition, onboarding, retention, win-back, cross-sell)

Develop and prioritize a testing roadmap across email, SMS, and push channels aligned to business goals (i.e. repeat visit frequency, multi-service cross-sell)

Translate broader marketing objectives into channel-specific and audience-specific campaign plans across a multi-brand, multi-location

Segmentation & Audience Strategy

Design and maintain customer segmentation frameworks (lifecycle stage, pet ownership status, tenure, product/plan enrollment, location/market density tier)

Build and manage mutually exclusive test cohorts for A/B and multivariate testing, ensuring statistically sound sample sizing across markets of varying density

Partner with data/analytics teams to define and refine audience models (i.e. new pet parent identification, at-risk/churn signals, high-LTV multi-pet households)

Own suppression logic and list hygiene (current customers, do-not-mail, recently lapsed) to ensure campaign targeting accuracy

Campaign Execution and Channel Management

Build, QA, and deploy multi-channel lifecycle campaigns (email, SMS, etc.) including trigger-based/automated journeys (welcome series, onboarding, renewal reminders, win-back)

Manage campaign calendar and cadence across ~160 brands/locations, balancing centralized efficiency with local market relevance

Platform and Data Management

Serve as primary owner/administrator of Braze, the marketing automation platform

Ensure email deliverability best practices are maintained, including domain authentication protocols (SPF, DKIM, DMARC, BIMI) and sender reputation monitoring

Manage data governance and customer data hygiene across systems to support accurate segmentation and personalization

Testing, Measurement & Reporting

Design and execute A/B and multivariate tests with clear, single-variable hypotheses to isolate what drives performance

Define and track core lifecycle KPIs

Build recurring performance reporting and leadership-ready summaries, translating testing results into business-relevant recommendations

Maintain a test-and-learn repository documenting what's been tested, results, and next-step recommendations

Cross-Functional Collaboration

Partner with marketing, creative, operations, and legal teams to ensure lifecycle campaigns align with brand standards, compliance requirements, and location-level operational realities

Act as a lifecycle marketing subject-matter expert and mentor

REQUIREMENTS:

Education & Experience:

10+ years in lifecycle/CRM/retention marketing, ideally in multi-location, franchise, or portfolio-brand environments

Strong revenue and growth orientation

Strong grasp of email deliverability fundamentals and authentication standards

Proven experience designing and analyzing A/B/multivariate tests with statistical rigor

Hands-on experience with marketing automation tools, specifically Braze and Segment

Operational empathy and partnership mindset

Comfortable working across both a centralized strategy and decentralized, location-level execution

Strong execution and follow-through

PERKS:

Health, vision, dental, long & short-term disability, and Life insurance

A Startup mentality company with stable funding

401k match

Pet Care discounts

Flexible Time Off

Opportunity to grow your career with a network of like-minded professionals

Destination Pet LLC affords equal employment opportunities to employees and applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, genetic information, age, disability or any other characteristic protected by federal, state or local law. Equal Opportunity Employer Minorities/Women/Veterans/Disabled.
Destination Pet LLC endeavors to make our employment website and application process accessible to all users and applicants. In doing so, we provide reasonable accommodations to applicants with disabilities. If you have a disability and require a reasonable accommodation or assistance completing the application process, please contact a member of our recruitment team.

At Destination Pet, we're all about creating a workplace that's bursting with diversity and inclusivity. We don't play favorites or judge folks based on skin color, religion, gender, age, disability, or any other protected characteristics. Our hiring decisions are solely based on what you can bring to the team. So, we're throwing the door wide open for all like-minded candidates who believe in celebrating and honoring diversity and inclusion. Ready to join our pack?
Originally posted on Himalayas