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.

What You'll Own

• 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
• 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

What You'll Bring

• 5-7+ years in lifecycle, CRM, or retention marketing, with at least 1-2 years managing direct reports
• Experience owning lifecycle/CRM across multiple brands or business lines
• Technical fluency with ESPs — Braze, HubSpot, and/or Klaviyo — and comfort managing people who build in the platform, even if you're not building it yourself day-to-day
• Familiarity with Rockerbox or similar attribution/measurement tools, and a point of view on incrementality testing
• Triggered email expertise (welcome series, journey audits across brands)
• Strong analytical instincts: comfortable in Snowflake or similar, and able to translate data into a clear testing and journey roadmap
• Experience building or rebuilding a lifecycle program, not just optimizing an existing one
• Comfortable being hands-on with data and platforms while still owning the strategic narrative
• Belief in AI as a genuine workflow accelerator — for the team's output and your own
• Comfort with multi-brand complexity: different funnels, different customer relationships to the brand, different lifecycle maturity is a feature, not a bug
• A strong communicator who can translate performance data into insight for both your team and senior stakeholders

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