Senior Manager, Lifecycle Marketing
The Role
Havenly Brands is looking for a Senior Manager, Lifecycle Marketing to own CRM and lifecycle strategy across our portfolio of seven home brands: Havenly, Interior Define, Burrow, The Citizenry, The Inside, St. Frank, and The Expert. This is a chance to uplevel the strategic and business impact of our program — building out journeys, cross-brand programs, and an AI-forward CRM stack for a fast-growing, multi-brand portfolio.
**Lifecycle and CRM strategy across all seven Havenly Brands properties — email, SMS, and push — including journey architecture, tenure-based lifecycle states, and re-engagement/win-back programs
**Day-to-day management and development of a team (planned to consist of an Ops/Platform manager and one or two other associates, plus indirect direction of a nearshore execution team)
**Cross-brand lifecycle programs: identifying and building journeys that move customers across the Havenly portfolio, not just within a single brand
**Channel expansion: scaling SMS and push from where they are today into full lifecycle channels
**New journey strategy and build sequencing across brands, in partnership with Product and Engineering
**Campaign calendar oversight across brands and channels, coordinating timing, sequencing, and deployment with Brand and Creative
**Brand voice integrity across the portfolio — running shared lifecycle infrastructure and cross-brand programs without flattening seven distinct brand voices into a single house tone
**Compliance across email and SMS (CAN-SPAM, CCPA/GDPR, TCPA) - including consent capture, preference management, and audit-readiness as SMS volume grows
**Vendor and platform relationships (Braze, and evaluation of adjacent tools)
What You'll Drive
**Bring dedicated focus and ownership to lifecycle — journey strategy, segmentation, and program build — as its own discipline rather than a shared responsibility
**Hit first-purchase conversion and LTV targets across the portfolio, understanding how lifecycle contributes at each stage of the customer relationship
**Deploy AI tools (Claude, Braze AI features) to build and continuously improve an AI-powered knowledge base and automation layer for email marketing — this is a strategic priority for the team, not a nice-to-have
**Design and run incrementality tests (holdouts, geo tests) to prove what lifecycle is actually driving, in partnership with Data & Analytics
**Query and interpret customer and order data in Snowflake to inform strategy, not just to execute campaigns
**Extend our AI lifecycle stack — a knowledge base of what has and hasn't worked historically, plus automation that suggests campaigns, drafts briefs, and generates creative. Your job is to make this layer smarter, faster, and more embedded in how the team works day to day
**Build a cross-brand lifecycle point of view: how customers move between brands, and how lifecycle can support that without cannibalizing single-brand performance
**Partner closely with the VP of Growth Marketing on org structure, prioritization, and where lifecycle sits relative to acquisition
About You
**You think in journeys and funnels, not lists and blasts
**You understand consumers — you balance data with real consumer insight, not just what the numbers say
**You're a builder: you've stood up lifecycle programs from a weak or nonexistent foundation and know what “good” looks like
**You develop people: your team knows what's expected of them and gets better because you invest in them
**You're comfortable being hands-on with data and platforms while still owning the strategic narrative
**You believe AI is changing this job fast and you're already using it to move faster and think better
**You're energized by multi-brand complexity: different funnels, different customer relationships to the brand, different lifecycle maturity is a feature, not a bug
**You're a strong communicator who can translate performance data into insight for both your team and senior stakeholders