Lifecycle Marketing Manager

Salary Range

Salary Range: $121,000 - $137,500 per year. The above base pay range may vary depending on location, job-related knowledge, skills and experience.

About the Role

The CRM team sits within Marketing and is responsible for all email, app push, and SMS communications between Wayfair and our customers. Within this team, the Push and SMS Marketing Manager role will oversee the daily operations and performance of our mobile messaging channels (App Push and SMS), which are among the company’s fastest-growing drivers of customer engagement and retention.

Responsibilities

• Build and Execute the Roadmap: Shape the future of the push and SMS programs–adding to the long-term vision, identifying opportunities for improvement across both the mobile app and text messaging experiences, and figuring out how to turn ideas into reality.
• Drive A/B Testing: Own an aggressive A/B testing roadmap tailored to mobile behaviors (e.g., send-time optimization, rich media pushes, SMS copy length) to drive meaningful results. Lead 6-month planning cycles both internally and with cross-functional teams, prioritize the team’s work on highest-ROI initiatives, track progress, and have a finger on the pulse of mobile marketing industry trends and compliance regulations (like TCPA).
• Maintain Channel Performance: Act as the primary owner of marketing performance for our push notification and SMS channels. You will keep a daily eye on health metrics, own the longer-term performance narrative, and quickly solve deliverability or performance issues as they arise.
• Team Leadership: Manage a team of 4 analysts, focusing heavily on strategic roadmapping, coaching, prioritization, and driving results.
• Support Commercial Bets: Lead the mobile messaging strategy to grow high-priority strategic commercial bets, like the Rewards program, Wayfair Verified, and high-frequency items.
• Subject Matter Expertise: Become the push and SMS subject matter expert, gaining a deep understanding of our marketing strategy, tech stack, and operating model. Partner with product managers, data scientists, and engineers to develop our in-house capabilities to unlock new personalization opportunities and operate more efficiently.
• Cross-Functional Collaboration: Manage relationships with multiple cross-functional partners, including Creative, Comms Platform, Search & Recs, Data Science, and Data Engineering, and be a visible team lead among the broader Marketing organization.
• Culture Setting: Be a strong culture setter for the team–a master motivator, excellent coach, and fosterer of an inclusive environment.

Requirements

• Education: Bachelor’s degree in Business, Economics, the Sciences, or other concentrations with a quantitative focus, preferred.
• Experience: 6+ years of experience ideally in a data-driven marketing role, management consulting, startup/tech, finance, and/or strategy fields. Experience specifically with push notification marketing, SMS/text messaging programs, or broader mobile CRM is highly preferred.
• Management: 2+ years of management experience, demonstrating an ability to effectively coach junior team members and prioritize efforts on high-impact projects.
• Analytical Mindset: Experience with basic statistical methods used in A/B testing (e.g., statistical significance, sample sizing, choosing KPIs, etc). Familiarity with marketing metrics and a proven track record of customer-first thinking.
• Technical Skills: SQL knowledge, data visualization experience (e.g., Looker), and Google Sheets/Excel usage.
• Communication: Excellent attention to detail, critical thinking, verbal, and written communication skills. Extensive track record of driving impactful results, exhibiting a strong ability to come up with innovative ideas and solutions, effectively communicating those ideas to team members or stakeholders, and the ability to motivate them to turn the ideas into reality.
• Adaptability: Ability to handle multiple priorities, learn quickly, and thrive in a fast-paced environment.
• Team Player: A desire to win as a team - collaborative team player who wants to see themselves and others succeed and thrive.