Senior Lifecycle and CRM Strategy Manager

About the position The Senior Lifecycle and CRM Strategy Manager will own and scale our customer engagement and triggered messaging campaigns across email, push, in-app, and SMS channels to drive engagement, activation, conversion, and long-term retention. This seasoned CRM leader will own the strategy, roadmap, and performance of all lifecycle communications and oversee the execution agency responsible for building and deploying campaigns at scale. This role is both strategic and hands-on — balancing big-picture lifecycle planning with day-to-day ownership of messaging, testing, and analytics. You’ll work cross-functionally with agencies, MarTech, Product Marketing, and Integrated Marketing to ensure best-in-class execution, tracking, and measurable impact.

Responsibilities

• Own lifecycle and triggered CRM messaging strategy and execution across email, push, in-app, SMS, etc., including automated journeys, winback, onboarding, re-engagement, promotional cadence, etc.
• Plan and manage the lifecycle campaign calendar and CRM send schedule to align with product launches, promotions, and cross-functional initiatives.
• Oversee creative and copy alignment with the CRM execution agency for all CRM assets — ensuring all messaging reflects brand voice, meets campaign objectives, and drives measurable performance.
• Owns the relationship with the CRM agency to brief, review, QA, and approve campaign builds and ensure timely delivery.
• Collaborate with Product Marketing, Integrated Marketing, and MarTech to define audiences, triggers, data requirements, and personalization logic.
• Implement and manage A/B and multivariate tests, iterate on segmentation strategies, and scale learnings across programs.
• Work closely with MarTech to ensure tracking, tagging, and integration between CRM platform(s) and analytics tools and to validate data flows and event instrumentation.
• Define and report on key lifecycle KPIs (open, CTR, conversion, retention/LTV lift, churn) in partnership with Marketing Analytics, and present insights and action plans to improve results to stakeholders.
• Drive continuous improvement in deliverability, quality, and operational processes for lifecycle execution through data-driven iteration.
• Manage relationships with external vendors and contractors related to CRM builds, deliverables, and optimization.

Requirements

• Strong command of CRM and lifecycle marketing strategy — building, deploying, and optimizing automated and campaign-driven journeys across owned channels.
• Hands-on experience with CRM/marketing automation platforms (Customer.io, Hubspot, or similar).
• Demonstrated experience managing CRM agencies or external execution partners.
• Excellent copy and creative review skills — able to evaluate, guide, and align creative and messaging with brand tone and goals.
• Solid analytical skills; comfortable using data to design tests, measure lift, and make optimization recommendations.
• Familiarity with deliverability best practices, template troubleshooting, and basic HTML/CSS for email QA.
• Analytical mindset with proficiency in campaign performance analysis, testing frameworks, and conversion optimization.
• Understanding of data structure, segmentation, and integration between CRM and analytics systems.
• Strong project management and prioritization skills; adept at balancing multiple initiatives and stakeholders.
• Excellent cross-functional communication, collaboration, and vendor management skills.
• Highly organized, proactive, and comfortable in a fast-paced, test-and-learn environment with a bias toward action.
• Bachelor’s degree required.
• 5-8 years of experience in CRM, lifecycle, or retention marketing.
• Proven track record of owning end-to-end CRM and lifecycle programs, triggered automation, and multi-channel messaging at scale.
• Demonstrated experience managing CRM agencies and creative partners across email and in-app, push, and SMS messaging.
• Familiarity with analytics and attribution tools (GA4, Looker, Tableau, or similar) and working knowledge of marketing data flows.
• Experience with A/B testing frameworks and performance reporting.

Nice-to-haves

• Background in B2C, consumer tech, or eCommerce experience preferred

Benefits

• Double Good offers competitive benefits including medical, dental and vision coverage with plans that can fit each teammate’s needs.
• We offer immediate vesting in our 401k plan, paid time off, company-paid leaves and other perks including a Popcorn Allowance (yup, free popcorn!).

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