WHAT DOES A LIFECYCLE MARKETING MANAGER DO?

Published: Jan 26, 2026 - The Lifecycle Marketing Manager drives end-to-end CRM strategy by executing targeted lifecycle campaigns, shaping long-term touchpoint vision, and continuously refining approaches through innovation and experimentation. This role integrates customer segmentation, cohort analysis, and LTV optimization with coordinated A/B testing to generate insights that elevate engagement and conversion. The manager also partners across acquisition, product, engineering, analytics, and creative teams to develop impactful messaging and document learnings that strengthen customer relationships.

A Review of Professional Skills and Functions for Lifecycle Marketing Manager

1. Lifecycle Marketing Manager Duties

  • Campaign Management: Create and manage the end-to-end process for certain campaigns across email, site, and app with segmentation and relevant, dynamic content across multiple markets
  • Journey Coordination: Work with editorial and creative teams to manage marketing communication around the user journey
  • Data Integration: Partner with the PR team, product managers, and engineers to get new customer behavior data from the core platform into the marketing automation system to drive more personalized campaigns
  • Lifecycle Support: Support lifecycle and behavioral campaigns through managing journeys, content, and continuous testing
  • Brief Development: Write strategic briefs for multi-channel campaigns by leveraging insights from past campaigns and customer behavior, as well as gathering input from business partners
  • Messaging Collaboration: Collaborate with brand designers and copywriters to deliver top-notch messaging to customers that inspires action
  • Request Management: Briefing new requests and working through feedback/finalizing deliverables
  • Experiment Setup: Build and QA campaigns, and set up experiments across the app, site, and email
  • Performance Reporting: Create reports regularly that help the team understand performance against the goal
  • CRM Research: Stay current on CRM marketing best practices and share learnings and insights regularly with the broader marketing team

2. Lifecycle Marketing Manager Details

  • Email Strategy: Define, develop, and drive core email marketing strategy, and carry out the execution of all initiatives within this professional field
  • Message Planning: Lead the planning and execution efforts for daily marketing emails and in-app messages
  • Creative Partnership: Partner with the creative and content teams to develop the most successful email messaging, templates, landing pages, creative, and campaign flow with all stakeholders
  • Behavior Analysis: Analyze user behavior data to find new opportunities for trigger-based emails and drip campaigns in terms of the right segments, events, and timing
  • Campaign Optimization: Monitor and optimize email campaigns to achieve the desired business objectives across the email funnel (open rate, CTR, conversions, unsubscribe, etc.)
  • A/B Testing: Constantly A/B test and analyze results to learn what works
  • Insight Presentation: Present and communicate results and recommendations to leadership and key stakeholders
  • HTML Production: Create, format, and modify emails using HTML by working with designers and developers

3. Lifecycle Marketing Manager Responsibilities

  • Schedule Management: Manage lifecycle and loyalty marketing schedule
  • Campaign Leadership: Lead lifecycle and loyalty campaign requests and content plans through strategy and creative briefing, review and approval
  • Campaign Execution: Manage functional execution of all Lifecycle Marketing campaigns, including message management (digital asset setup, rendering checks, quality assurance, deployment)
  • Content Oversight: Oversee lifecycle and loyalty content, messaging and audience selection strategies across Ariat brands and business units, with direct responsibility over email and integrated campaigns
  • Partner Collaboration: Collaborate with internal and external partners and stakeholders on forward strategy and development of lifecycle and loyalty program initiatives
  • KPI Reporting: Provide regular reports and insights on KPIs such as program performance and subscriber/member trends, including engagement scoring, retention and LTV
  • Engagement Optimization: Optimize lifecycle engagement through a strategic learning agenda, A/B testing and ongoing innovation
  • Segmentation Development: Continuously build and improve on consumer-level insights, personas and segmentation via CRM analytics and advanced data modeling
  • CRM Implementation: Implement integrated CRM strategies including automated lifecycle campaigns, engagement content, progressive profiling and personalization
  • Roadmap Contribution: Contribute to the planning, development and forward progress of the eCommerce roadmap, with focus on CRM systems, omnichannel customer experience, growth, lifetime value and referral
  • Platform Enhancement: Marketing platform enhancements, integrations and innovation, supporting centralized CRM and a new consumer loyalty program
  • Issue Troubleshooting: Fundamental testing, troubleshooting and documentation (data investigations, user acceptance testing, change management, issue resolution and ticketing)
  • Channel Exploration: Explore new and emerging channel opportunities (ex., Mobile SMS, Push)

4. Lifecycle Marketing Manager Accountabilities

  • Retention Strategy: Conceptualize and execute lead conversion and customer retention strategies for Keeps in partnership with the Senior Retention Marketing Manager
  • Journey Optimization: Understand and iterate on the Customer Journey, obsessing over how deepen the relationship with customers to both increase new customer growth and retention rates
  • CRM Operations: Own day-to-day operations of the Keeps CRM program, including email marketing and SMS marketing
  • Campaign Support: Supporting campaign development, setup, QA and reporting across the Keeps customer lifecycle (including transactional, acquisition, post-purchase, reacquisition, and engagement campaigns)
  • Data Activation: Leverage data to identify, launch and test new strategic customer marketing initiatives
  • Cohort Testing: Built and tested specifically against customer cohorts
  • KPI Performance: Help drive customer KPIs including upsell, reactivation, LTV, cancellation, engagement, etc.
  • Personalization Strategy: Own strategic initiatives to enhance personalization within the customer lifecycle to ensure putting the right content in front of the right recipient at the right time
  • CRM Advancement: Drive the advancement and evolution of complex CRM tools to enhance personalization capabilities
  • Lifecycle Roadmap: Work closely with other key stakeholders, including Growth, Creative, and Product, to create a long-term roadmap of projects to optimize and enhance the overall customer lifecycle
  • Roadmap Execution: Driving the overall ideation, prioritization, roadmapping and execution of the roadmap
  • Dashboard Development: Partner with the Keeps data team to develop reports and dashboards that clearly track key metrics and indicators for CRM
  • Performance Reporting: Ensuring the ability to report on the performance of campaigns and tactics at the aggregate, account, segment and business-line levels
  • Data Enrichment: Leverage and customize existing databases to add customer attributes and analytic events that ensure they can work together to drive robust and personalized targeting and segmentation building

5. Lifecycle Marketing Manager Functions

  • Pattern Analysis: Develop understanding of riding patterns and brand loyalty
  • Metric Development: Develop performance metrics and a testing framework to measure future changes in ride frequency, loyalty and lapsed ridership
  • Opportunity Assessment: Assess the biggest opportunities for improvement potential among the three targets
  • Strategy Building: Build initial strategies and tactics to drive priority behavioral change
  • Design Collaboration: Work with the design team to bring to life and execute in-market
  • Strategy Improvement: Drive continuous improvement of strategies and tactics
  • Playbook Creation: Develop a customer growth playbook that can be scaled across markets
  • Operations Partnership: Work with local operations teams to bring to life at scale

6. Lifecycle Marketing Manager Overview

  • Lifecycle Optimization: Develop, execute, and optimise email, push and in-app marketing strategies across lifecycle, transactional, triggered, and promotional campaigns
  • Journey Definition: Lead in helping define the ideal Skyscanner user journey and leveraging data to inform decisions
  • Cross-Functional Execution: Work cross-functionally with design, product, engineering, translations, and data tribes to design and execute highly efficient lifecycle marketing strategies for both web and app users
  • Testing Personalization: Focus on testing, personalisation and automation to drive improved performance and efficiencies
  • QA Management: Build out and own lifecycle QA processes to ensure campaigns and touchpoints are sent out on time and error-free
  • Campaign Reporting: Contribute meaningfully to key analyses and reporting for campaigns and channels, feeding that back into global retention strategy, priorities, and roadmaps
  • Data Recommendation: Leverage internal data, industry insights, market trends, and the competitive landscape to make data-driven recommendations for continuous improvements
  • Tool Innovation: Obsess over the latest tools and strategies with which to reach potential customers, engage them and increase customer retention
  • Vendor Management: Manage relationships with 3rd party tool providers including ESPs, lifecycle/marketing automation platforms, ensuring getting access to the latest innovations and best practices

7. Lifecycle Marketing Manager Details and Accountabilities

  • Growth Strategy: Own the strategy and execution of global growth marketing campaigns that drive adoption and engagement
  • KPI Delivery: Deliver to all goals and KPI's and lead efforts from strategic planning, launch, and optimizations
  • Journey Definition: Defines the end-to-end journey and lifecycle marketing strategy for an actively engaged audience, developing new ways to grow the funnel and drive application starts
  • Program Building: Build out programs from the ground up, from goal setting to infrastructure and process development, to fostering cross-functional relationships
  • Cross-Functional Partnership: Partners cross-functionally with Product teams and key business stakeholders on marketing plans and KPIs
  • Journey Redefinition: Redefines the evergreen user journey for high propensity audience, doubling the conversion rate
  • Communication Planning: Develops and designs a custom communication plan for cross-selling lending products to the existing member base
  • Campaign Reporting: Supports continuous optimization and improved KPIs through detailed campaign reporting and evergreen analysis
  • Growth Development: Partner with product teams to develop performance-driven growth efforts
  • Regional Support: Partner with regional teams to build marketing content for regional growth
  • Channel Innovation: Continuously drive innovation and experiment with new marketing channels, tools, and creatives
  • Platform Improvement: Partner with the product team to develop and improve the internal campaign management platform

8. Lifecycle Marketing Manager Tasks

  • CRM Execution: Plan, execute and measure CRM campaigns, including channel strategy, targeting and triggers, and reporting
  • Lifecycle Communication: Own programmatic communication with the user throughout their lifecycle from initial signup, to order, through delivery and beyond
  • Vision Building: Build a vision for the ultimate future state of touchpoints across a customer’s lifecycle with Oliver
  • Vision Refinement: Continuously reassess and reevaluate this vision based on learnings in practice over time
  • Innovation Agenda: Pursue an aggressive innovation and experimentation agenda in the service of delighting customers
  • Acquisition Partnership: Partner with the acquisition lead to ensure targeting and converting high-quality customers
  • Segmentation Analysis: Work closely with the analytics and customer experience team to perform customer segmentation, cohort analysis, and LTV optimization
  • Experiment Coordination: Drive coordinated experimentation and A/B tests with the product and engineering team to generate insights
  • Creative Collaboration: Collaborate with the creative team to develop assets and messaging that build customer love for the brand
  • Learning Development: Develop, document, and socialize ongoing learnings

9. Lifecycle Marketing Manager Roles

  • Campaign Creation: Create multi-touch, customer-facing campaigns to drive product awareness and customer happiness
  • Message Alignment: Ensure customer messaging aligns with goals for retention and feature adoption
  • Metric Identification: Identify key, measurable metrics (upsell, churn, etc.) for lifecycle programs
  • Customer Advocacy: Forge personal relationships with advocate customers and build out case studies, testimonials, and quotes, acting as a content creator for PeopleGrove
  • Program Evolution: Evolve PeopleGrove's customer advocacy program and customer community, designed to mobilize and transform them into PeopleGrove brand ambassadors
  • Marketing Calendars: Create customer marketing calendars and programs that focus on post-sale marketing activities
  • Win Promotion: Share and publicize customer wins with excitement and energy
  • Referral Optimization: Optimize the customer referral lead program, including closed-loop measurement and analysis

10. Lifecycle Marketing Manager Additional Details

  • Community Advocacy: Become well-known in the customer community as an advocate for customers within PeopleGrove
  • Reputation Campaigns: Drive reputation campaigns focusing on reviews and ratings
  • Playbook Development: Develop a customer marketing playbook including procedures, monthly, and quarterly KPIs
  • System Input: Provide marketing worldview and input on adjacent systems along the customer journey including Salesforce, Gainsight, and Hubspot
  • Cross-Department Collaboration: Work cross-departmentally with marketing, product, education, and success teams
  • Revenue Measurement: Measure the revenue influence generated from customer marketing
  • Brand Strategy: Strategize with the marketing team on brand marketing, demand generation, and the role customer content plays in the overall mix
  • Retention Support: Play a key role in revenue retention

Editorial Process and Content Quality

This content is part of Lamwork's career intelligence platform and is developed using structured analysis of real-world job data, including publicly available job descriptions, skill requirements, and hiring patterns.

Lam Nguyen, Founder & Editorial Lead, defines the research framework behind Lamwork's career intelligence platform, including job role analysis, skills taxonomy, and structured career insights.

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