Manager - Lifecycle & Loyalty Marketing

The Lifecycle and Loyalty Marketing Manager is responsible for developing, implementing, and optimizing customer lifecycle strategies and loyalty programs. This role will focus on driving customer retention, engagement, and long-term brand loyalty through data-driven strategies, personalized communication, CDP, and innovative programs. The ideal candidate will leverage customer insights to design effective lifecycle campaigns, CDP, foster brand loyalty, and increase customer lifetime value.

Key Responsibilities

Customer Lifecycle Management:

• Develop and execute customer lifecycle strategies to maximize customer retention and engagement across various segments.
• Design and implement targeted communication plans and campaigns for different stages of the customer journey, from onboarding to re-engagement.
• Identify opportunities for improving customer experience at every touchpoint, ensuring a seamless and personalized experience.
• Monitor customer behavior and lifecycle metrics, analyze trends, and adjust strategies to optimize engagement and retention.
  
  

Loyalty Program Development And Management

• Lead the creation, execution, and optimization of customer loyalty programs designed to increase repeat purchases, lifetime value, and brand advocacy.
• Work closely with cross-functional teams (e.g., marketing, sales, product, and customer support) to ensure the loyalty program aligns with broader business goals and initiatives.
• Analyze customer data to segment audiences and create tailored loyalty offers and rewards that resonate with target groups.
• Continuously evaluate and improve the performance of loyalty programs, providing regular reporting and insights to senior leadership.
  
  

Customer Segmentation & Personalization W/ CDP

• Utilize CDP, customer data, and insights to segment audiences and create personalized lifecycle communication strategies.
• Collaborate with data and analytics teams to implement tools and processes for gathering insights into customer behavior, preferences, and feedback.
• Develop and execute targeted campaigns that cater to specific customer segments, driving engagement and nurturing loyalty.
  
  

Collaboration & Stakeholder Management

• Partner with product, site, and customer support teams to ensure alignment and integration of lifecycle and loyalty strategies across all touchpoints.
• Serve as the primary point of contact for internal teams and external partners regarding lifecycle marketing and loyalty initiatives.
• Ensure consistency and accuracy of messaging across all customer communications related to loyalty programs and lifecycle marketing efforts.
  
  

Performance Measurement And Reporting

• Establish KPIs and metrics to track the success of lifecycle marketing and loyalty initiatives, such as retention rates, repeat purchase rates, and customer satisfaction scores.
• Provide regular reports and actionable insights to leadership, highlighting key trends, challenges, and opportunities for improvement.
• Use data-driven insights to continuously refine strategies, ensuring programs evolve to meet changing customer needs and business objectives.
  
  

Customer Advocacy And Feedback

• Build and nurture strong relationships with loyal customers, gathering feedback to improve programs and address pain points.
• Drive initiatives that encourage customer advocacy, such as referral programs, testimonials, and case studies.
  
  

Qualifications

• Bachelor's degree in Marketing, Business, or a related field.
• 5 years of experience in customer lifecycle management, loyalty program development, or related roles.
• Proven experience in managing cross-channel marketing campaigns, including email, SMS, and digital channels.
• Strong understanding of customer segmentation, CRM tools, CDP, and loyalty program software (e.g. Klaviyo).
• Data-driven mindset with experience analyzing customer data and translating insights into actionable strategies.
• Excellent communication, project management, and problem-solving skills.
• Ability to work collaboratively across teams and influence key stakeholders.
• Strong attention to detail and the ability to manage multiple projects simultaneously.
  
  

Preferred Skills

• Experience in e-commerce, retail, or subscription-based businesses.
• Knowledge of advanced loyalty strategies, such as tiered programs, gamification, and exclusive benefits.
• Familiarity with A/B testing and optimization techniques for marketing campaigns.