Senior Manager, Marketing – Product and Lifecycle

Key Responsibilities

• Collaborate with IT to define a martech roadmap to unlock scalable delivery of marketing campaigns particularly to create efficiency in email, SMS, and push.
• Partner with marketing manager to drive website strategy, content, SEO, and conversion optimization.
• Improve search rankings, organic traffic, and website conversion rates.
• Partner with internal teams on SEO, site updates, and content strategy.
• Ensure website supports marketing campaigns, promotions, and customer experience initiatives.
• Lead the strategy, evolution, and optimization of the company’s loyalty and membership programs.
• Develop initiatives that increase customer retention, visit frequency, and lifetime value.
• Partner with Operations, Finance, and Analytics to design loyalty program structure, rewards, and promotions.
• Track and report loyalty program performance, engagement, and ROI.
• Identify and drive opportunities to extend client adoption across NVA business units (i.e., NVA General Practice and Specialty businesses).
• Drive app adoption, engagement, and usage through marketing campaigns and product improvements.
• Own the marketing strategy and collaborate on customer experience for the mobile app.
• Partner with product, IT, and external vendors to prioritize app features and enhancements.
• Collaborate with IT to optimize digital customer journey from discovery to booking to post-visit engagement.
• Lead lifecycle marketing strategy and execution leveraging owned channels.
• Develop automated customer journeys across the lifecycle (new customer, active customer, lapsing, win-back, loyalty members).
• Drive personalization and segmentation strategies to improve engagement and conversion.
• Monitor lifecycle performance metrics including open rates, conversion rates, retention, and revenue per customer.
• Develop and manage customer referral programs to drive new customer acquisition.
• Test and optimize referral incentives, messaging, and customer experience.
• Track referral program performance and cost per acquisition.

Qualifications

• 7–10+ years of marketing experience, with experience in digital, CRM, loyalty, or lifecycle marketing.
• Experience managing marketing teams and cross-functional projects.
• Experience with marketing technology platforms and analytics tools, CRM/email platforms, marketing automation, SEO, and digital analytics tools.
• Strong analytical mindset and experience using data to drive decisions.
• Experience managing agencies, vendors, or marketing technology platforms.
• Strong communication and leadership skills.
• Demonstrated ability to translate strategy into execution and results.
• Excellent communication and executive stakeholder management skills.
• Bachelor’s degree
• PREFERRED: Experience in multi-location, retail, hospitality, services, or consumer businesses preferred.
• Entrepreneurial mindset with strong operational judgment
• Leadership Profile: Strategic, results-oriented leader with strong execution bias, data-driven mindset, and deep connection to business, team, and customer needs
• Coach and developer of people who champions a positive, resilient and can-do culture
• Comfortable leading through change and ambiguity
• Balanced test and learn innovation with ruthless prioritization
• Eye towards efficiency and scalability
• Collaborative, low-ego leader with executive presence
• Passion for pets and delivering exceptional customer experiences