Lifecycle Strategy, Senior Manager
About the role
The Senior Manager, Lifecycle Strategy plays a critical role in defining and scaling end-to-end lifecycle strategies across channels. This role owns complex lifecycle problem spaces, partners deeply with Product Marketing, Channel Execution, and Marketing Analytics, and serves as a strategic driver of customer-first growth across Yahoo's portfolio.
Responsibilities
Own lifecycle strategy for key customer journeys from first engagement through long-term retention and reactivation across all channels.
Define scalable lifecycle frameworks, journey maps, triggers, and messaging strategies that apply across CRM, in-product experiences, owned and operated surfaces, and emerging channels.
Identify lifecycle gaps and growth opportunities using behavioral, engagement, and customer value signals.
Partner with Channel Execution and Activation teams across CRM, in-product, paid media, and owned and operated channels to ensure cohesive lifecycle delivery.
Identify and implement AI-driven efficiencies in day-to-day strategy workflows, utilizing generative AI systems (such as Gemini) to accelerate strategic brief drafting, audience persona mapping, and messaging hypothesis creation.
Orchestrate the development of automated trigger rules and predictive modeling logic, replacing manual segmentation workflows with self-optimizing, AI-assisted target lists.
Ensure consistent messaging, timing, and prioritization across channels to deliver a unified customer experience.
Influence channel mix decisions based on lifecycle stage, user context, and business goals.
Collaborate with Analytics to define lifecycle success metrics, experimentation roadmaps, and insight loops across channels.
Work with Product and Engineering partners to inform in-product lifecycle moments and trigger enablement.
Translate complex business objectives into clear lifecycle strategy briefs, journey definitions, and trigger logic.
Provide strategic guidance to execution teams on prioritization, testing frameworks, and personalization approaches.
Own lifecycle performance analysis across channels, evaluating effectiveness and diagnosing opportunities for improvement.
Lead experimentation efforts to optimize channel mix, sequencing, and messaging.
Mentor junior strategists and elevate lifecycle thinking across teams.
Qualifications
7+ years of experience in lifecycle strategy, growth marketing, CRM, or retention across multiple channels.
Demonstrated experience designing and scaling multi-channel lifecycle strategies in complex product ecosystems.
Strong experience partnering with Product Marketing, Growth, Product, and Channel teams.
Deep familiarity with lifecycle measurement, experimentation, and optimization methodologies.
Experience working with CRM, marketing automation, paid media, and personalization platforms.
Experience integrating AI tools into marketing workflows, specifically for predictive audience segmentation or content personalization.
Proven ability to exercise judgment in AI-augmented environments, knowing when to rely on automated systems versus manual strategic intervention.
High degree of autonomy, judgment, and comfort operating in ambiguous environments.
Bachelor's or Master's degree in Marketing, Business, Communications, or a related field, or equivalent practical experience.