THE OPPORTUNITY: Sr. Manager, Lifecycle Marketing

REPORTS TO: Chief Growth Officer

LOCATION: US - Remote

Headquartered in Los Angeles, CA with an office in New York, NY, Birdy Grey supports remote work for eligible roles. We ask that all employees travel to either office once a quarter. This role is not eligible for visa sponsorship. #LI-Hybrid

Birdy Grey is hiring a Sr. Manager, Lifecycle Marketing to lead lifecycle strategy across the customer journey. This is not a traditional email and SMS role. It is a high-impact, cross-functional leadership role responsible for orchestrating how Birdy Grey converts early signals of intent into revenue and trust over time.

This person will own lifecycle strategy and execution across the full journey, from first lead through purchase, party coordination, suits activation, repeat purchase, and reactivation. They will build and optimize the always-on lifecycle architecture that ensures Birdy Grey remains relevant, helpful, and conversion-oriented across a long, emotional, high-consideration planning cycle.

You will be directly responsible for lifecycle-attributed revenue, managing programs that collectively influence millions in annual revenue across owned channels. This is a build role: you will be standing up the lifecycle function, designing the operating model, and creating the infrastructure from scratch.

The ideal candidate is both strategic and hands-on. They can think in systems, work in the weeds, build from scratch, and partner cross-functionally to turn lifecycle into a meaningful growth lever for the business.

SCOPE OF RESPONSIBILITIES

• Own Lifecycle Marketing as a revenue function across the full customer journey, with responsibility for strategy, execution, testing, performance, and optimization across owned channels and CRM touchpoints.
• Build and manage Birdy Grey’s always-on lifecycle architecture across lead nurture, conversion, onboarding, cross-sell, retention, and reactivation.
• Develop milestone-driven customer journeys that reflect the realities of wedding planning over time, moving beyond simple time-based communication toward more relevant, behavior and journey-based orchestration.
• Own the conversion path from first signal to purchase, including swatch leads, quiz completions, saved favorites, wedding date capture, account creation, and other emerging qualified lead types.
• Lead the bride-to-bridesmaid handoff journey, ensuring Birdy Grey effectively supports the transition from individual decision to group purchase through proactive, useful, conversion-oriented communication.
• Activate groom and suits cross-sell programs in partnership with internal stakeholders, using lifecycle touchpoints to convert bride momentum into incremental category revenue.
• Build the post-wedding lifecycle strategy, including repeat purchase, bridesmaid-to-bride reactivation, referral-minded programs, and longer-term customer value expansion.
• Partner closely with Digital Product to improve lead capture, onboarding experiences, party coordination flows, and other high-leverage moments where product and lifecycle intersect.
• Partner with Performance Marketing on handoff logic, audience definitions, suppression strategy, and lead quality feedback loops so acquisition and lifecycle work as distinct but connected functions.
• Partner with Creative to brief and scale lifecycle asset needs across evergreen programs, campaigns, seasonal moments, and testing roadmaps.
• Manage agency partners and help shape the long-term operating model for lifecycle as the function grows.
• Build a rigorous testing and learning agenda across messaging, segmentation, timing, audience logic, and journey design, and translate learnings into ongoing performance improvement.
• Use customer and business data to identify friction, opportunity, and performance gaps, then turn those insights into practical programs that improve conversion and customer value.
• Help shape the future lifecycle infrastructure of the business, including segmentation strategy, personalization readiness, and the systems required to support a more intelligent and connected customer journey.
• Leverage AI and automation tools to accelerate content creation, segmentation, predictive modeling, and personalization at scale.

THE RIGHT CANDIDATE: QUALIFICATIONS & PERSONAL ATTRIBUTES

EDUCATION: Bachelor’s Degree Required 

EXPERIENCE / REQUIREMENTS:

• 5+ years of experience in Lifecycle Marketing, CRM, retention, or customer journey orchestration, with at least 3 years in a DTC ecommerce environment.
• Demonstrated experience building lifecycle infrastructure, operating models, or customer journey programs from the ground up.
• Strong experience in long consideration-cycle businesses where customers convert over weeks or months rather than in a single session.
• Experience building and optimizing lifecycle programs across multiple journey stages including nurture, conversion, onboarding, retention, and reactivation.
• Track record of owning business-impacting lifecycle programs tied to conversion, revenue, and customer value, not just channel execution.
• Experience working closely with agencies and cross-functional internal partners across marketing, product, creative, analytics, and customer experience.
• Strong understanding of segmentation, testing, personalization, customer behavior, and performance analysis.
• Hands-on proficiency with enterprise ESP and marketing automation platforms (e.g., Klaviyo, Iterable, Attentive, Postscript or similar).
• Excited about AI and actively leverage AI tools (e.g., Claude, Gemini, Copilot) to accelerate your own work and identify opportunities to embed AI-driven automation across operations
• Impeccable organizational skills and attention to detail
• Excellent verbal, written, and interpersonal communication skills
• Strong analytical skills with the ability to perform data deep dives to surface actionable insights.
• Proactive problem solver with the ability to troubleshoot and/or escalate issues effectively.
• Hard working and willing to roll sleeves up - no job is too big or too small.
• You have an entrepreneurial spirit. You thrive in a dynamic, fast-paced, fluid environment. You are comfortable with ambiguity and take initiative to lead projects.

NICE TO HAVES:

• Experience in apparel, fashion, or event-driven consumer categories.
• Experience with retention and reactivation strategies that extend customer value beyond the initial purchase.
• Familiarity with AI-assisted content generation, predictive segmentation, or automation tooling.
• Experience in SaaS or other long consideration-cycle customer journeys.
• Passion for experimentation, iteration, and using customer insight to improve performance.