What are the responsibilities and job description for the Senior Lifecycle & CRM Manager position at Becoming You Labs?
The role
This is a builder role. You will be the first dedicated lifecycle hire at Becoming You Labs, architecting flows from the ground up, building the segmentation logic that underpins our entire CRM strategy, and creating the conversion infrastructure that connects a free assessment taker to a platform subscriber, a certified coach to a fully activated distribution channel, and a warm lead to a paying customer.
What you'll own
Flow architecture
Build our core lifecycle flow infrastructure from scratch. We're currently on Klaviyo with a potential migration to HubSpot on the horizon. You should be comfortable in either environment and able to think in CRM logic independent of the tool.
- Assessment completion to platform upsell sequence
- Freemium-to-paid conversion nurture, values-led and non-discount-driven
- Post-purchase onboarding flows
- Re-engagement flows for dormant users and lapsed subscribers
- Coach onboarding and enablement sequence
- Enterprise prospect nurture
Segmentation and audience architecture
Our audience is large and warm but currently treated as a single list. Build the segmentation logic that changes that.
- Core audience segments: assessment takers, platform subscribers, certified coaches, enterprise prospects
- Values archetype segmentation using proprietary assessment output data to personalize communication
- Behavioral segments based on assessment completion, platform engagement, and content consumption
- Suppression logic and engagement scoring to protect list health
Upsell and conversion campaigns
- Free assessment to platform subscription upsell series
- Upsell campaigns for intensives, workbooks, and higher-ticket products
- Coach certification upsell journey for subscribers showing coaching potential
- A/B testing infrastructure across all flows from day one
What we're looking for
- 4-6 years of lifecycle and CRM marketing experience in a subscription, SaaS, or consumer content business
- Demonstrated experience building flow architecture from scratch, not just managing existing campaigns
- Strong segmentation instincts, you think in audiences and journeys not lists and sends
- Comfortable operating as a solo owner in an early-stage environment
- Experience with values-based or behavioral segmentation is a strong signal
- Background in founder-led or coaching, education, or professional development brands is a plus