Senior Lifecycle Marketing Manager

About the role

You will own the strategy and hands-on execution of the customer lifecycle across email, SMS, push, and in-product messaging. This is a highly analytical role for someone who wants to understand exactly how customers move through the product – from purchase and DNA kit activation through sequencing results, delivery, subscription engagement, retention, and win-back.

Responsibilities

• Analyze the entire customer journey to understand behavior, conversion, engagement, churn, and lifetime value across key customer segments.
• Work directly with customer and product data – including large subscription datasets – to identify lifecycle gaps, behavioral patterns, drop-off points, and growth opportunities.
• Plan, write, build, launch, and optimize lifecycle campaigns across email, SMS, push, and in-product messaging.
• Build and continuously improve automated programs spanning onboarding, kit activation, education, results delivery, feature adoption, subscription engagement, retention, win-back, and referral.
• Translate complex genetic and scientific concepts into clear, personalized, benefit-driven messages for non-expert audiences.
• Use AI tools to increase speed and quality of ideation, content development, quality assurance, analysis, and iteration.
• Partner with Product, Data, and Engineering to improve event tracking, data quality, experimentation, and the infrastructure needed to power sophisticated lifecycle programs.
• Define clear hypotheses and success metrics for lifecycle programs, then design rigorous tests across messaging, offers, audiences, timing, channels, and workflows.
• Move beyond topline reporting to investigate why performance changed and determine what action to take next.

Requirements

• 5+ years in lifecycle, CRM, or retention marketing, ideally with a DTC subscription or SaaS focus.
• Expert-level understanding of email and lifecycle platforms (e.g., Blueshift, Braze, Iterable, Klaviyo, or similar tools).
• Hands-on experience with Segment or a similar CDP to power advanced segmentation, dynamic content, and event-driven journeys.
• Proven track record building and scaling automated lifecycle flows (onboarding, engagement, retention, win-back, referral) that move core business metrics.
• Exceptional writing and editing skills, with a portfolio of lifecycle or CRM campaigns showing strong copy and clear impact.
• Ability to translate technical or scientific content into approachable, benefit-focused language for non-expert audiences.
• Strong analytical skills and experience using dashboards and simple analyses to make data-driven decisions.
• Deep familiarity with experimentation and A/B testing across email and CRM channels.
• Comfortable using AI tools as a daily co-pilot to brainstorm, draft, refine, and analyze lifecycle work.