Lifecycle Marketing Manager

About the role

The Lifecycle Marketing Manager role builds and engages the base of drivers charging on the EVgo network. It applies an in-depth knowledge of mobile app marketing to design and execute campaigns that drive growth, engagement, and the adoption of premium features including subscriptions and Autocharge+. This role exercises independent judgment across the full lifecycle marketing program, from strategy and testing through execution and performance analysis. The role is a driver of EVgo's customer engagement and retention strategy in a fast-paced, data-driven environment.

Responsibilities

• Design and deploy lifecycle marketing campaigns that build and engage the base of drivers charging on the EVgo network.
• Drive product adoption, including subscriptions and Autocharge+, through targeted lifecycle communications.
• Enhance customer loyalty by optimizing and enhancing each stage of the customer journey.
• Build and maintain a testing roadmap to drive continuous improvements in engagement and conversion performance.
• Conduct A/B testing to optimize customer communications across push, email, in-app notifications, and SMS.
• Use data-driven insights to track, analyze, and continuously improve key performance indicators; use analytics tools to identify trends and opportunities for improvement.
• Ensure customer communications and CRM list practices comply with applicable data privacy and marketing regulations (e.g., CAN-SPAM, TCPA), escalating complex compliance questions as needed.
• Share lifecycle marketing best practices, testing results, and platform expertise with team members to build broader team capability.
• Work closely with marketing, product, engineering, and design teams to ensure seamless integration of lifecycle marketing campaigns.
• Perform other duties and special projects as assigned to support team and organizational objectives.

Qualifications

Typically requires a minimum of 8 years of related experience with a Bachelor’s degree; or 6 years and a Master’s degree; or a PhD with 3 years of experience; or equivalent experience.

Skills

• Bachelor's degree in Marketing, Communications, Business, or a related field.
• Experience with DTC ecommerce or subscription-based products.
• Demonstrated experience in lifecycle marketing and mobile app growth.
• Deep knowledge of mobile app marketing strategies, channels (push, email, in-app notifications, SMS), and best practices.
• Strong analytical skills with the ability to measure performance, identify improvements, and optimize.
• Direct experience with Braze or Iterable required.
• Proven track record managing and optimizing campaigns through data-driven insights.
• Strong project management and organizational skills.
• Occasional travel may be required for team or cross-functional meetings.

Benefits

• Medical, dental, and vision coverage, plus mental wellbeing support and wellness programs
• 401(k), Health Savings Account (HSA) and Flexible Spending Accounts (FSA) for medical and dependent care, life and disability insurance
• Uncapped paid time off, enhanced parental leave, and Employee Assistance Program (EAP)
• Access to Health Advocate services for help with claims, provider searches, and care decisions
• Telehealth services for convenient, low-cost access