Senior Manager, Lifecycle & Digital Marketing

About the role

The Senior Manager, Lifecycle & Digital Marketing will shape how Arbonne engages, supports, and retains its community through personalized, data-driven strategy and scalable marketing automation. This role will own lifecycle strategy, Salesforce Marketing Cloud governance, and cross-channel journey optimization, influencing digital experience improvements across site, SEO, and conversion touchpoints.

Responsibilities

• Own and evolve the global lifecycle marketing strategy across acquisition, new Customer and Consultant onboarding, activation, engagement, retention, and reactivation to support long-term growth and loyalty.
• Build scalable segmentation and personalization frameworks that strengthen relationships and increase customer lifetime value.
• Define lifecycle roadmaps aligned to enterprise growth priorities and integrated campaign plans.
• Advance customer lifecycle marketing from campaign execution to a strategic growth driver that strengthens long-term loyalty and business performance.
• Serve as business owner of Salesforce Marketing Cloud, ensuring optimal use of Journey Builder, Automation Studio, segmentation, and personalization capabilities.
• Define and manage the CRM platform roadmap, governance standards, integrations, and testing frameworks.
• Oversee deliverability best practices and automation efficiency across global markets to ensure consistency, performance, and scalability.
• Partner with technical and data teams to maintain platform health, data integrity, and innovation within the CRM ecosystem.
• Leverage CRM, behavioral, and GA4 insights to inform site experience, landing page optimization, and digital merchandising strategies.
• Apply SEO fundamentals and conversion rate optimization principles to strengthen lifecycle entry points and improve overall digital performance.
• Identify testing and personalization opportunities that connect CRM segmentation with onsite digital experience.
• Partner cross-functionally to enhance the digital journey at every stage of the customer lifecycle.
• Utilize Google Analytics (GA4) and CRM data to analyze customer behavior, conversion paths, and lifecycle performance.
• Establish testing frameworks across lifecycle and digital touchpoints to drive continuous improvement.
• Define and track KPIs including engagement, retention, LTV, conversion, and revenue contribution.
• Deliver clear, actionable insights and growth recommendations to senior leadership.

Candidate Requirements

• 8+ years of experience in lifecycle marketing, CRM, or digital roles with increasing strategic scope.
• 3+ years of experience leading teams and driving cross-functional alignment.
• Deep expertise in Salesforce Marketing Cloud, including Journey Builder, Automation Studio, segmentation, and personalization best practices.
• Hands-on experience using Google Analytics (GA4) to analyze web and lifecycle performance.
• Strong understanding of customer lifecycle strategy, retention marketing, and personalization frameworks.
• Working knowledge of SEO fundamentals and conversion rate optimization best practices.
• Experience in direct sales, network marketing, or relationship-based business models a plus.
• Strong analytical and strategic thinking skills, with the ability to communicate clearly at an executive level.
• Bachelor’s degree in Marketing, Business, or a related field.