Lifecycle Marketing Manager - Mom and Baby (Remote)

About the role

Aeroflow Health is seeking a Lifecycle Marketing Manager to join our Mom & Baby team. This role plays a pivotal role in shaping how our brand connects with expectant and new parents through highly personalized, data-driven lifecycle campaigns.

Responsibilities

• Own the strategy, execution, and performance of all lifecycle email, SMS, and MMS campaigns.
• Proactively identify opportunities, develop strategic recommendations, and present data-backed solutions to improve lifecycle performance, customer experience, and business outcomes.
• Define business priorities and desired outcomes for automated journeys (onboarding, education, conversion, resupply reminders, cross-sell opportunities) in consultation with Marketing leadership and aligned to business unit goals.
• Develop and maintain a detailed lifecycle marketing journey map across email, SMS, and MMS touchpoints, using it to identify gaps and opportunities for engagement and conversion.
• Collaborate with Marketing and cross-functional partners to ensure alignment with the broader customer experience.
• Prioritize lifecycle initiatives based on business impact, customer value, technical complexity, and organizational priorities.
• Drive segmentation and personalization strategies to deliver relevant, timely communications based on customer behavior and lifecycle stage.
• Ensure lifecycle campaigns complement site experiences, landing pages, and broader funnel initiatives.
• Develop content strategy and write copy for lifecycle channels (email, SMS, MMS) that resonate with moms at each stage of her customer journey.
• Partner with Brand Marketing and Creative to ensure lifecycle messaging aligns with overall content themes, brand storytelling, tone, and design standards.
• Own lifecycle marketing priorities in Braze, defining business requirements and campaign goals in collaboration with the MarTech team for technical execution and platform expertise.
• Partner with MarTech to scope, test, and launch automated journeys, dynamic content, and advanced segmentation.
• Define requirements for tagging, triggers, and personalization logic.
• Support migration of legacy campaigns into Braze, ensuring smooth, optimized transitions in partnership with MarTech.
• Lead the development of a robust testing framework (A/B, multivariate) to improve engagement and conversions.
• Analyze performance data, customer behaviors, and journey insights to refine lifecycle strategies.
• Own lifecycle campaign performance by continuously monitoring results, identifying root causes, and implementing optimizations that improve key business metrics.
• Manage lifecycle KPI tracking and reporting (engagement, conversion, lifetime value) in alignment with Marketing leadership priorities and make data-driven recommendations for optimization.
• Collaborate closely with Brand Marketing and E-commerce to ensure lifecycle campaigns reinforce integrated marketing campaigns, product launches, merchandising initiatives, and seasonal priorities.
• Partner with Marketing, MarTech, Sales Operations, WebDev, and Consumer Insights to align lifecycle communications with funnel strategies and business goals.
• Collaborate with the MarTech team to ensure lifecycle strategies are translated into technically feasible builds and optimized for performance.
• Clearly communicate lifecycle strategies, recommendations, and performance insights to cross-functional stakeholders and Marketing leadership.
• Support customer research initiatives (surveys, feedback campaigns, qualitative insights) to inform lifecycle strategies in partnership with Marketing leadership.

Qualifications

• Bachelor’s degree in Marketing, Business, or a related field.
• 4–6+ years in lifecycle/email/SMS marketing (ideally in DTC, eCommerce, or consumer health/wellness), with strong understanding of customer journey mapping and lifecycle strategy.
• Hands-on experience with Braze (or similar tools like Iterable/Klaviyo) including automated journeys, segmentation, and campaign migration.
• Proven ability to write compelling email/SMS copy and align messaging with both brand voice and performance goals.
• Attention to detail – Produces high-quality work with strong attention to detail, ensuring lifecycle campaigns are thoroughly reviewed, accurately executed, and optimized before launch.
• Skilled in designing and analyzing A/B or multivariate tests, and applying insights to improve engagement and conversion.
• Experience interpreting customer behavior and campaign performance using analytics platforms (e.g., GA4, Looker, Tableau, or similar) to inform recommendations and optimize lifecycle strategies.
• Strong organizational and project management skills (e.g., Jira), with ability to partner across Marketing, MarTech, and WebDev.
• Critical thinker with a builder's mindset who takes ownership from strategy through execution, is passionate about business growth, and committed to maintaining HIPAA/patient confidentiality.