Lifecycle CRM Manager (Braze)

About Willow: Willow is a telehealth company focused on personalized, responsible cosmetic weight loss care. We combine medical expertise with a supportive, patient-centered approach to help people feel more confident and comfortable in their bodies. Our goal is to make high-quality care accessible, thoughtful, and designed to fit real lives. About the role: We’re looking for a Lifecycle CRM Manager (Braze) to lead the strategy and execution of lifecycle programs that drive user acquisition, conversion, and retention. In this role, you’ll develop and launch campaigns that speak to prospective and existing patients at every step including exploring treatment, booking a visit, starting medication, sticking with the program, and celebrating results. You’ll shape how our audience understands about our products, navigates care, and builds trust and you’ll do it with smart segmentation, great content, and behavior-driven automation. This is a cross-functional role perfect for someone who can think like a growth marketer, write like a health communicator, and execute like an operator. Responsibilities: Manage the full lifecycle of acquisition and retention campaigns, from strategy through post-send analysis, including audience segmentation, flow design, creative direction, scheduling, and reportingOwn and maintain the customer journey map for your category, ensuring it reflects current strategy and live flowsDesign and execute robust A/B testing programs on always-on triggered campaigns, translating insights into recommendations for engagement and revenue optimizationEnsure flawless execution of every campaign, including QA, testing, and error prevention across all channels and email clientsCollaborate with marketing peers across other business categories to share learnings, identify cross-vertical opportunities, and build efficiency into our processesCommunicate campaign results, testing recommendations, and strategic initiatives to stakeholders at all levels—from tactical teams to leadership Requirements: Bachelor's degree (or equivalent professional experience)5+ years in lifecycle marketing, email marketing, or customer communications programs (subscription business experience is a bonus)Hands-on proficiency with marketing automation platforms. Braze experience is a plus, but we welcome expertise in Iterable, Marketo, or equivalent platforms. Demonstrated skill in campaign management, data analysis, and problem-solving in a metrics-driven environmentExperience designing and managing testing roadmaps with clear hypotheses and success metricsSolid HTML and CSS knowledge plus familiarity with email client behavior and renderingStrong organizational skills, attention to detail, and ability to manage multiple projects without dropping the ballAbility to articulate marketing strategy and ROI to both technical and non-technical audiencesGenuine curiosity about your customers and how to make marketing better Nice to Have: Background in healthcare, wellness, or consumer packaged goodsWorking knowledge of FDA or HIPAA regulationsExperience building customer programs in regulated or compliance-heavy industries What’s in it for you? Flexible hours with meetings taking place in ESTWork wherever you chooseFun and casual work environmentEmployee engagement activities and virtual gatheringsWe are a diverse, global team! 🌍