Senior Lifecycle & CRM Marketing Manager (CPG)

Senior Lifecycle & CRM Marketing Manager (CPG)

Overview
 The Senior Lifecycle & CRM Marketing Manager owns the lifecycle marketing strategy that drives revenue growth, repeat purchase, and customer lifetime value for a CPG brand. This role leads high-impact lifecycle programs across email, SMS, and owned channels, translating consumer behavior and business priorities into measurable commercial results.

Reporting to the Sr. Director of CRM, this position combines strategic ownership with hands-on leadership across lifecycle journeys, personalization, and cross-channel automation.

Key Responsibilities

• Own end-to-end lifecycle marketing strategy with accountability for revenue, retention, and LTV
• Develop lifecycle roadmaps aligned to annual revenue goals, product priorities, and brand strategy
• Lead lifecycle programs across email and SMS, including acquisition, onboarding, replenishment, loyalty, and win-back
• Own SMS strategy and execution, including triggered, automated, and promotional campaigns
• Identify and activate key CPG revenue levers such as first-to-second purchase, replenishment cadence, and cross-category expansion
• Define KPIs and measurement frameworks tied to incremental revenue, repeat purchase, and ROI
• Partner with analytics, commercial, finance, brand, and eCommerce teams to forecast performance and inform strategy
• Translate lifecycle insights into recommendations that influence promotions, assortment, and loyalty strategy
• Manage CRM and personalization technology partners and drive ongoing optimization and testing
• Manage the health of our subscription program, including churn reduction, upsell strategies, and value communication.
• Partner cross-functionally with team including operations, support, and product to improve subscription/loyalty features and customer experience
• Develop campaigns to drive enrollment, retention, and win-back of lapsed subscribers

Qualifications

• 5 years of experience in lifecycle, CRM, or retention marketing within a CPG or replenishment-driven business
• Proven track record of driving revenue and measurable business impact through lifecycle programs
• Strong understanding of CPG purchase behavior, replenishment cycles, and consumer segmentation
• Hands-on experience with CRM platforms such as Sales Force and messaging channels (email and SMS)
• Strong analytical and financial acumen with the ability to connect lifecycle performance to revenue outcomes
• Experience influencing cross-functional stakeholders and leading strategic initiatives