Lifecycle Marketing Commerce Senior Manager

About the role

We’re looking for a Lifecycle Marketing Senior Manager to architect and execute the lifecycle strategy that powers our product drops. This role owns how fans experience each drop — from anticipation to launch-day conversion and post-drop re-engagement. You will design structured, repeatable lifecycle programs that maximize sell-through, drive revenue velocity within compressed launch windows, and increase repeat participation across future drops.

Responsibilities

• Own Lifecycle Strategy for Drop-Driven Commerce
• Design lifecycle programs specifically built for limited-release, time-bound drops — supporting both fan engagement and disciplined commercial outcomes.
• Build Structured Launch Playbooks
• Tease and anticipation-building
• Audience priming and demand shaping
• Launch-day orchestration
• Sell-through acceleration
• Post-drop re-engagement and next-drop priming
• Drive Sell-Through & Revenue Velocity
• Align lifecycle programming with:
• SKU-level performance goals
• Buy quantities and inventory risk
• Margins and pricing strategy
• Assortment roles (hero, volume driver, entry point)
• Support Premium Brand Positioning
• Ensure lifecycle messaging protects long-term brand trust while driving short-term performance and reflects:
• Product quality
• Limited availability
• Cultural relevance
• Elevated storytelling
• Market Authentically to Fandom
• Develop lifecycle strategies that speak to anime fans as collectors, community members, and cultural participants — not just shoppers
• Ensure each drop feels like a meaningful fan moment, even when not tied to a specific franchise release
• Balance cultural credibility with disciplined commercial performance, driving both fan excitement and sell-through
• Establish Performance Frameworks
• Define and track metrics specific to drop commerce, including:
• Revenue velocity during launch windows
• Sell-through by segment
• Repeat drop participation rate
• Incremental revenue contribution from lifecycle programming
• Average Order Value (AOV) and conversion rate during drop windows
• Lead Post-Drop Retrospectives
• Partner with Merchandising and Analytics to:
• Review drop performance
• Assess segmentation effectiveness
• Identify segmentation and cadence learnings
• Translate insights into refined lifecycle strategies for future launches

Requirements

We’re excited about candidates who bring:

• Direct Experience in Drop-Based or Limited-Release Commerce
• 8+ years in lifecycle or retention marketing
• Experience supporting limited releases or event-based product launches
• Understanding of how lifecycle strategy impacts sell-through and inventory risk
• Commercial Discipline
• Comfortable owning revenue and performance KPIs
• Strong grasp of ecommerce fundamentals (conversion, AOV, sell-through, margin sensitivity)
• Experience operating in fast-moving launch environments with fixed deadlines
• Advanced Segmentation & Lifecycle Expertise
• Hands-on experience with lifecycle marketing platforms (e.g., Braze or similar)
• Experience building behavioral segmentation strategies tied to purchase history, fandom affinity, and drop participation
• Cross-Functional Launch Collaboration
• Experience partnering closely with Merchandising, Planning, Brand, Creative, and Analytics
• Ability to align lifecycle programs with buy quantities, pricing tiers, and assortment strategy

Qualifications

We're looking for a candidate with:

• Direct experience in drop-based or limited-release commerce
• 8+ years in lifecycle or retention marketing
• Experience supporting limited releases or event-based product launches
• Understanding of how lifecycle strategy impacts sell-through and inventory risk
• Commercial discipline
• Comfortable owning revenue and performance KPIs
• Strong grasp of ecommerce fundamentals (conversion, AOV, sell-through, margin sensitivity)
• Experience operating in fast-moving launch environments with fixed deadlines
• Advanced segmentation and lifecycle expertise
• Hands-on experience with lifecycle marketing platforms (e.g., Braze or similar)
• Experience building behavioral segmentation strategies tied to purchase history, fandom affinity, and drop participation
• Cross-functional launch collaboration
• Experience partnering closely with Merchandising, Planning, Brand, Creative, and Analytics
• Ability to align lifecycle programs with buy quantities, pricing tiers, and assortment strategy

Skills

• Direct experience in drop-based or limited-release commerce
• 8+ years in lifecycle or retention marketing
• Experience supporting limited releases or event-based product launches
• Understanding of how lifecycle strategy impacts sell-through and inventory risk
• Commercial discipline
• Strong grasp of ecommerce fundamentals (conversion, AOV, sell-through, margin sensitivity)
• Experience operating in fast-moving launch environments with fixed deadlines
• Advanced segmentation and lifecycle expertise
• Hands-on experience with lifecycle marketing platforms (e.g., Braze or similar)
• Experience building behavioral segmentation strategies tied to purchase history, fandom affinity, and drop participation
• Cross-functional launch collaboration
• Experience partnering closely with Merchandising, Planning, Brand, Creative, and Analytics
• Ability to align lifecycle programs with buy quantities, pricing tiers, and assortment strategy

Benefits

Generous medical, dental, vision, STD, LTD, and life insurance
Health Savings Account (HSA) program
Health care and dependent care FSA
401(k) plan, with employer match
Employer-paid commuter benefit
Support program for new parents
Pet insurance
Flexible time off policies

Pay

$129,000 - $161,200 USD

Schedule

Hybrid