Manager, Lifecycle Marketing
Department: DTC
Reports To: Director, Digital Acquisition & Email
Position Summary
The Manager, Lifecycle Marketing owns a high-performing program that drives customer retention, engagement, and long-term revenue. This role leads strategic co-development and management of the email and SMS roadmap — encompassing performance analysis, vendor management, test-and-learn frameworks, segmentation, flows, campaigns, and forms. The ideal candidate brings deep Klaviyo expertise, a data-driven mindset, and the cross-functional fluency to connect channel performance to broader acquisition and retention goals. This person will build a program that engages customers at the right time with the right message to improve file health and productivity.
Essential Duties and Responsibilities
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Own and drive the email and SMS roadmap, setting quarterly priorities across campaigns, flows/automations, segmentation, forms, and list health — with a clear focus on increasing program velocity and productivity.
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Manage and mentor a Lifecycle Marketing Specialist, providing strategic direction, reviewing executional output, and developing their skills.
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Build a structured test-and-learn program from the ground up in coordination with analytics counterparts — establishing hypotheses, testing cadences, and a documentation framework to systematically improve performance across subject lines, content, timing, segmentation, and offers.
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Co-author and lead SMS strategy — moving the program beyond broadcast sends toward personalized, behavior-triggered, and journey-based touchpoints.
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Own channel reporting: develop recurring performance reviews, engagement, revenue attribution, and list health, translating data into clear leadership recommendations.
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Manage Klaviyo and ancillary vendors — contract renewals, feature evaluation, integrations, and ensuring full platform utilization.
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Partner with Acquisition, Creative, Brand, Analytics and Digital Experience teams to align on customer journey strategy, ensuring email and SMS extend LTV of paid-acquired customers.
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Drive list hygiene improvements and segmentation sophistication — including suppression logic, re-engagement flows, and audience health protocols to stabilize and grow the subscriber file.
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Stay current on deliverability best practices, platform updates, and channel benchmarks.
What you should show up ready to teach anyone on your first day…
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How to build a test-and-learn framework in Klaviyo — from structuring A/B tests to documenting results and cascading learnings program-wide.
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SMS compliance, segmentation, and message strategy, including how to evolve from a one-size-fits-all approach to behavior-triggered personalized journeys.
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How email and SMS drive LTV and how to measure cross-channel impact.
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How to diagnose list health: deliverability fundamentals, suppression strategy, sunset policies, and re-engagement flow design.
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How to build channel reporting that goes beyond opens and clicks — including revenue attribution, flow performance, and segment-level engagement trends.
Within your first month, you’ll…
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Learn the brand, business, and start building key relationships with cross-functional partners
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Audit the email and SMS program — flows, campaign cadence, segmentation, forms, list health, and Klaviyo setup — and present findings with prioritized recommendations to leadership.
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Establish a working rhythm with the Lifecycle Marketing Specialist: define roles, workflows, and a feedback loop for executional output.
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Identify and begin implementing quick wins in flows and campaigns (broken automations, missing sequences, segmentation gaps).
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Align with cross-functional stakeholders on acquisition trends, customer profiles, and cross-channel handoffs.
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Launch a high-impact test and learn framework, establishing the template and process for ongoing, experimentation and results documentation.
Within your first year, you’ll…
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Deliver measurable improvement in core KPIs inclusive of list growth/stabilization, revenue per recipient, flow-attributed revenue, and SMS engagement
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Embed a comprehensive test-and-learn program into the team's operating rhythm with documented, actionable learnings produced on a regular cadence and regularly shared.
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Significantly reduce reliance on daily batch campaigns by building a library of triggered, personalized flows that generate revenue with less manual effort.
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Elevate SMS to a meaningful revenue and retention channel with a full journey strategy, audience segmentation, and performance benchmarks.
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Complete the transactional email migration evaluation and, if approved, lead the Klaviyo consolidation to enable more sophisticated customer-level analytics.
Education and Experience
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Bachelor's degree in Marketing, Business, Communications, or related field; equivalent experience considered.
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5+ years in email marketing with at least 2 years in strategy or management capacity; hands-on Klaviyo experience strongly preferred.
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Subscription experience or long product lifecycle experience preferred
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Demonstrated experience owning email and SMS at a DTC or e-commerce brand, with a track record of improving program performance through testing, segmentation, and automation.
Qualifications
Required:
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Demonstrated experience auditing, analyzing, and activating plans that delivered tangible customer and business improvement
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Demonstrated experience and deep understanding of email deliverability, list hygiene, and compliance requirements (CAN-SPAM, TCPA, CTIA, MPP)
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Expert-level Klaviyo proficiency — flows, segmentation, forms, integrations, and reporting; Klaviyo certification a plus.
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Strong analytical skills: build and interpret performance reports, diagnose issues, and make data-driven decisions including revenue attribution and multi-touch analysis.
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Experience managing or mentoring direct reports — delegate execution while maintaining strategic ownership and quality standards.
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Cross-functional collaborator who can work effectively with multiple stakeholders and navigate ambiguity
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Highly organized project manager capable of driving multiple workstreams simultaneously
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Clear, confident communicator who can present performance and strategy to senior leadership concisely and compellingly.
Highlights for Children provides reasonable accommodation to qualified individuals with disabilities. Please tell us if you require a reasonable accommodation to apply for a job or to perform your job. Examples of reasonable accommodation include making a change to the application process or work procedures, providing documents in an alternate format, using a sign language interpreter, or using specialized equipment.
Highlights for Children is an Equal Opportunity Employer. We are committed to providing equal employment opportunities to all employees and applicants without regard to race, color, religion, sex, pregnancy, sexual orientation, gender identity, national origin, age, disability, genetic information, veteran status, or any other characteristic protected by applicable federal, state, or local law.
