Senior Lifecycle Marketing Manager

About this role

Welcome to Destination Pet. We are One Pack- a united team working together to elevate the love and lives of pet families. Our pet-obsessed professionals create a connected care network of trustworthy partners who bring creative innovation every day. We are revolutionizing the pet industry. Join us!

We are looking to add a Senior Lifecycle Marketing Manager to our team!       LOCATION: Remote US   Travel: 15%  REPORTS TO: VP of Strategic Marketing & Growth  PAY: $140 K -$150K + 15% Bonus

Role Overview:  

The Senior Lifecycle Marketing Manager plays a critical role in driving customer retention, repeat visit frequency, and lifetime value across Destination Pet's portfolio through targeted, data-driven lifecycle campaigns. This role spans strategy and execution, working closely with Marketing, Operations, and Analytics to design, execute, and  optimize  customer communications across outbound channels. This position reports to Michelle McPherson, VP of Strategic Marketing & Growth.  

CORE RESPONSIBILITES:  

Strategy & Planning  

• Own end-to-end lifecycle marketing strategy across the customer journey (acquisition, onboarding, retention, win-back, cross-sell)  

• Develop and prioritize a testing roadmap across email, SMS, and push channels aligned to business goals ( i.e.  repeat visit frequency, multi-service cross-sell)  

• Translate broader marketing  objectives  into channel-specific and audience-specific campaign plans across a multi-brand, multi-location    

Segmentation & Audience Strategy  

• Design and  maintain  customer segmentation frameworks (lifecycle stage, pet ownership status, tenure, product/plan enrollment, location/market density tier)  

• Build and manage mutually exclusive test cohorts for A/B and multivariate testing, ensuring statistically sound sample sizing across markets of varying density  

• Partner with data/analytics teams to define and refine audience models ( i.e.  new pet parent identification, at-risk/churn signals, high-LTV multi-pet households)  

• Own suppression logic and list hygiene (current customers, do-not-mail, recently lapsed) to ensure campaign targeting accuracy  

Campaign Execution and Channel Management  

• Build, QA, and deploy multi-channel lifecycle campaigns (email, SMS, etc.) including trigger-based/automated journeys (welcome series, onboarding, renewal reminders, win-back)    

• Manage campaign calendar and cadence across ~160 brands/locations, balancing centralized efficiency with local market relevance   

Platform and Data Management  

• Serve as primary owner/administrator of Braze, the marketing automation platform   

• Ensure email deliverability best practices are  maintained , including domain authentication protocols (SPF, DKIM, DMARC, BIMI) and sender reputation monitoring   

• Manage data governance and customer data hygiene across systems to support  accurate  segmentation and personalization  

Testing, Measurement & Reporting  

• Design and execute A/B and multivariate tests with clear, single-variable hypotheses to isolate what drives performance  

• Define and track core lifecycle KPIs    

• Build recurring performance reporting and leadership-ready summaries, translating testing results into business-relevant recommendations  

• Maintain a test-and-learn repository documenting  what's  been tested, results, and next-step recommendations      

Cross-Functional Collaboration  

• Partner with marketing, creative, operations, and legal teams to ensure lifecycle campaigns align with brand standards, compliance requirements, and location-level operational realities  

• Act as a lifecycle marketing subject-matter expert and mentor    

REQUIREMENTS:    

Education & Experience:   

• 10+ years in lifecycle/CRM/retention marketing, ideally in multi-location, franchise, or portfolio-brand environments  

• Strong revenue and growth orientation  

• Strong grasp of email deliverability fundamentals and authentication standards  

• Proven experience designing and analyzing A/B/multivariate tests with statistical rigor  

• Hands-on experience with marketing automation tools, specifically Braze and Segment  

• Operational empathy and partnership mindset  

• Comfortable working across both a centralized strategy and decentralized, location-level execution  

• Strong execution and follow-through  

PERKS:  

• Health, vision, dental, long & short-term disability, and Life insurance   

• A Startup mentality company with stable funding  

• 401k match   

• Pet Care discounts   

• Flexible Time Off  

• Opportunity to grow your career with a network of like-minded professionals  

Destination Pet LLC affords equal employment opportunities to employees and applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, genetic information, age, disability or any other characteristic protected by federal, state or local law. Equal Opportunity Employer Minorities/Women/Veterans/Disabled. Destination Pet LLC endeavors to make our employment website and application process accessible to all users and applicants. In doing so, we provide reasonable accommodations to applicants with disabilities. If you have a disability and require a reasonable accommodation or assistance completing the application process, please contact a member of our recruitment team.   At Destination Pet, we're all about creating a workplace that's bursting with diversity and inclusivity. We don't play favorites or judge folks based on skin color, religion, gender, age, disability, or any other protected characteristics. Our hiring decisions are solely based on what you can bring to the team. So, we're throwing the door wide open for all like-minded candidates who believe in celebrating and honoring diversity and inclusion. Ready to join our pack?

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