Lifecycle Marketing Manager

About This Role

Barkbus is seeking an experienced Fractional Lifecycle Marketing Manager to own and scale our customer lifecycle marketing strategy across email and SMS. This is a hands-on, execution-focused contract role for a Klaviyo expert who can design, build, and optimize automated customer journeys that drive appointment bookings, improve retention, increase subscription engagement, and reactivate lapsed customers.

Role & Responsibilities

• Own the email and SMS lifecycle marketing strategy and calendar, balancing promotional, educational, seasonal, and retention-focused initiatives.

• Build, optimize, and maintain automated lifecycle flows, including:

  • Welcome Series
  • Appointment Booking & Reminder Flows
  • New Customer Onboarding
  • Post-Appointment Follow-Up
  • Grooming Reminder Flows
  • Customer Reactivation (Win-Back)
  • Subscription & Membership Communications
  • Review & Referral Campaigns

• Develop and manage advanced customer segmentation based on behavior, appointment history, engagement, and lifecycle stage.

• Continuously test and refine messaging, timing, frequency, offers, and creative to improve performance.

• Create, build, test, and launch ongoing email and SMS campaigns that drive bookings and customer engagement.

  • Write clear, compelling, customer-centric copy aligned with the Barkbus brand voice.
  • Design mobile-first, high-converting emails in Klaviyo using best practices for layout, accessibility, and deliverability.
  • Ensure all campaigns and automations are thoroughly QA'd before launch.

• Monitor, analyze, and optimize lifecycle performance across key metrics, including:

  • Appointment bookings
  • Customer retention and repeat booking rate
  • Subscription engagement
  • Customer reactivation
  • Email- and SMS-attributed revenue
  • Open, click-through, and conversion rates
  • Deliverability and send reputation

• Run A/B tests on subject lines, content, offers, timing, and segmentation.

• Build recurring performance reports and provide clear, actionable recommendations.

• Own and maintain Barkbus' Klaviyo account.

  • Build and manage dynamic lists, advanced segments and event-based triggers.
  • Ensure accurate customer data, event tracking, and integrations.
  • Maintain strong list hygiene and deliverability best practices.

• Ensure all email and SMS programs comply with CAN-SPAM, TCPA, and industry best practices.

• Proactively monitor deliverability and sender reputation.

Qualifications

• 3+ years of hands-on experience managing email and SMS marketing in Klaviyo.

• Proven experience building and optimizing automated lifecycle marketing programs.

• Strong understanding of lifecycle marketing, retention strategy, and customer segmentation.

• Experience designing responsive, conversion-focused emails within Klaviyo.

• Demonstrated ability to analyze campaign performance data to drive continuous improvement.

• Excellent copywriting and communication skills.

• High attention to detail with rigorous QA standards.

• Ability to work independently and manage multiple initiatives simultaneously.

Preferred Experience

• With subscription-based or recurring service businesses.

• Familiarity with A/B testing frameworks and experimentation best practices.

• Basic HTML/CSS knowledge for email customization.