User Lifecycle Specialist

About the role

This role plays a crucial part in engaging and retaining our paid subscribers across the US + Canadian market. Developing content to help guide the user through their customer journey, add their family members and identify top users to launch our first ambassador programs. The specialist will work with cross functional teams to develop, test and scale lifecycle strategies across email, in-app, push and SMS.

Responsibilities

• Drive Retention & Upsell Strategies: Develop and execute targeted marketing initiatives to increase subscriber retention and drive family member conversions. Analyze user behavior and churn trends to proactively address pain points and optimize the subscriber journey.
• Community & Engagement Growth: Lead the Ambassador Program, activating subscribers as advocates through referrals, testimonials, and engagement campaigns. Drive go-to-market strategies for new partner launches, ensuring subscribers stay informed and engaged with what's available to them at Wellhub.
• Data-Driven Decision-Making: Use analytics to measure the impact of engagement initiatives and continuously optimize lifecycle marketing efforts. Refine messaging, campaign structures, and engagement tactics to improve performance.
• Cross-Functional Collaboration: Collaborate with key local stakeholders (Client Success, Product Development, Client Experience, Partners Marketing) and leads from other regions to manage cross-functional initiatives, get input from local teams, and give visibility of your work. Build trust and foster a collaborative and fast-paced environment.
• Local Trends and Opportunities: Identify local trends, benchmark competitors and marketing initiatives from other companies. Prioritize and align implementation internally and externally with the Global structure and local leadership teams.
• Execution and Project Management: Act as a project manager for local initiatives, ensuring end-to-end execution from planning to CRM campaign execution in an agile manner. Manage creative asset development, overseeing the creation of assets, including CTA, visuals, and copy, maintaining consistency across channels and following marketing (and Gympass) best practices.
• Leverage tools like Asana for attention to detail in project management and campaign development.
• Experience launching an ambassador or community program, preferred.
• Proven track record in project management, strategic planning, and cross-functional collaboration.
• Experience in developing playbooks, documentation, and reporting frameworks that drive continuous improvement.

Requirements

• Bachelor’s degree in Marketing, Business, Analytics, or a related field.
• 3+ years experience in B2C marketing, CRM, or customer lifecycle management.
• Excellent analytical skills, with a data-driven approach to testing and optimizing customer retention strategies. Tableau, looker experience is a plus.
• Hands-on experience with CRM tools; ideally Braze or equivalent, lifecycle marketing, marketing automation platforms, and data analysis techniques.
• Strong attention to detail both in a project management and campaign development perspective, leveraging tools like Asana.
• Demonstrated success in managing and executing marketing campaigns and initiatives.

Qualifications

• Proven track record in multi-channel CRM execution (email, SMS, In-app, + push).
• Experience launching an ambassador or community program, preferred.
• Proven track record in project management, strategic planning, and cross-functional collaboration.
• Experience in developing playbooks, documentation, and reporting frameworks that drive continuous improvement.

Skills

• Strong analytical and problem-solving skills.
• Excellent communication and interpersonal skills.
• Ability to work independently and as part of a team.
• Proficiency in CRM tools such as Braze, Salesforce, or similar platforms.
• Experience with marketing automation platforms and data analysis techniques.
• Ability to manage multiple projects simultaneously and meet deadlines.
• Strong attention to detail and organizational skills.

Benefits

• Free Gold-level membership with access to onsite gyms and studios, digital fitness programs, and online wellness resources for meditation, nutrition, mental wellbeing support, and more!
• Health, dental, and vision insurance.
• Telehealth, care concierge, and an Employee Assistance Program.
• 401(k) match, short-term and long-term disability, and life insurance.
• Flexible work options, including hybrid and remote work.
• One-time reimbursement to set up home office equipment and a monthly work allowance to help cover the costs of working from home.
• Paid time off (minimum of 25 days per year with an additional day for each year of tenure, up to 5) and annual holidays (including an extra holiday on your birthday!)
• Paid parental leave, up to 12 weeks 100% paid parental leave for new parents, and up to 18 weeks paid leave for parents giving birth.
• Career growth opportunities, including access to world-class platforms, interactive sessions, and personalized development roadmaps.
• A supportive and inclusive culture where every perspective matters.