Posted: 23-Apr-26
Location: Dallas, Texas
Internal Number: 26006495
Role Summary
The Lifecycle Marketing Manager is responsible for owning lifecycle strategy, journey design, and optimization across key customer lifecycle stages. This role ensures consistent, measurable, and compliant journey execution while partnering closely with Marketing Analytics and Digital Marketing channel owners to activate and continuously improve journeys across channels.
Essential Functions of the Role
? Own lifecycle strategy and journey design across onboarding, activation, retention, reactivation, loyalty, and trigger-based journeys.
? Translate business goals into journey plans, defining lifecycle stage, audience intent, triggers, messaging framework, channel mix, and success metrics.
? Establish and maintain journey standards including entrance and exit criteria, suppression logic, sequencing rules, and reuse frameworks.
? Provide strategic lifecycle and targeting guidance early in planning to internal stakeholders and service line partners.
? Partner with CRM (Microsoft Dynamics) and CDP (Snowflake) teams to define data, instrumentation, and implementation requirements for lifecycle programs.
? Collaborate with Marketing Analytics to define measurement frameworks, interpret performance, and prioritize optimization opportunities.
? Partner closely with Digital Marketing and channel owners (email, web, app, paid, etc.) to optimize lifecycle journeys using structured experimentation, including A/B and multivariate testing.
? Collaborate on test design and prioritization, defining hypotheses related to journey sequencing, triggers, cadence, content, and audience logic-while channel teams execute tests within their platforms and channels.
? Use journey level insights to inform where testing should occur, while relying on channel owners? expertise to determine how tests are implemented and scaled within each channel.
? Ensure governance, QA, accessibility, consent, and privacy standards are embedded into lifecycle workflows.
Key Success Factors
? Lifecycle marketing operates as a repeatable system rather than one-off campaigns.
? Clear governance enables personalization at scale with reduced rework and stronger execution quality.
? Journeys demonstrate continuous performance improvement through disciplined testing and optimization.
? Strong cross-functional partnerships result in journeys that are measurable, well-instrumented, and effectively activated.
? Stakeholders view this role as a strategic partner of lifecycle planning, not solely an execution resource.
QUALIFICATIONS
- EDUCATION - Bachelor's or 4 years of work experience above the minimum qualification
- EXPERIENCE - 7 Years of Experience
- Hybrid expectation- on-site as needed
Preferred Qualifications
? Experience in healthcare or another regulated industry.
? Strong understanding of audience segmentation, behavioral triggers, and journey orchestration.
? Proven experimentation mindset with the ability to test, learn, and iterate at scale.
? Strong program management and cross-functional leadership skills.
? Executive-ready communication skills with experience presenting insights and recommendations to senior leaders.
? Demonstrated experience designing and managing automated, multi-stage customer journeys.
? Experience partnering with analytics, CRM, and marketing technology teams.
? Hands-on experience with a marketing automation/customer engagement platform, Braze preferred, or comparable solution.
? Familiarity with SQL.
