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