Senior Lifecycle Marketing Manager

Responsibilities

• Operate as a senior individual contributor with high autonomy, owning the lifecycle program end-to-end and partnering closely with the Lifecycle Marketing Technical Lead to translate strategic requirements into executed campaigns.
• Own the end-to-end lifecycle strategy across email, push notifications, and in-app messaging to drive user onboarding, habit formation, subscription conversion, and win-backs.
• Leverage data and analytics to inform audience segmentation, personalization tactics, and dynamic content approaches that enhance engagement and minimize churn.
• Drive a rigorous A/B testing and experimentation roadmap across copy, creative, layout, timing, and frequency to constantly optimize channel performance.
• Partner with Data Science and Product to leverage behavioral data, build sophisticated user cohorts, and implement automated, event-driven trigger campaigns.
• Maintain a strong quality control framework for email deliverability, IP reputation, and push notification opt-in rates, ensuring compliant and high-performing operations.
• Regularly analyze and report on lifecycle KPIs (Open Rates, CTR, DAU/MAU impact, Retention Curves, LTV) to senior leadership, turning data into actionable growth strategies.
• Work closely with Content, Creative, Product, and Marketing Ops to ensure brand alignment, seamless technical execution, and compelling user experiences.
• Own and evolve the lifecycle orchestration framework, including master routing logic across triggered, transactional, and scheduled campaign types; build, audit, and restructure complex multi-branch workflows in Iterable independently.
• Lead the end-to-end campaign production workflow from brief to deployment, including creating detailed copy and visual briefs for editorial and creative partners, managing channel-specific asset requirements, and ensuring accurate field mapping to the marketing automation platform.
• Maintain a documented experimentation repository and own the full test lifecycle-from hypothesis and holdout setup through result analysis and production rollout-including post-test transition planning with the Lifecycle Technical Lead.
• Partner with Finance on lifecycle revenue forecasting, including building and maintaining forecast models by campaign category, managing reforecast cycles, and clearly communicating attribution methodology

Benefits

Additional Information

About Calm Calm is a leading consumer mental health company on a mission to support everyone on every step of their mental health journey. Known for its flagship consumer app-ranked #1 in its category with over 180 million downloads and availability in seven languages across 190 countries-Calm helps people sleep better, stress less, and live more mindfully through content and tools from experts and beloved celebrity voices. Building on this foundation, Calm has created a broader portfolio including evidence-based solutions like Calm Health , offered through employers, health plans and providers, designed to expand access to mental health and sleep support, boost benefits engagement, and drive positive health outcomes. Today, Calm supports more than 3,500 organizations and reaches over 42 million covered lives through Calm Health. Calm has been recognized as a TIME100 Most Influential Company and one of Fast Company's Brands That Matter . Learn more at calm.com . What We Do As a member of the Product & Retention Marketing team, you will get the chance to directly contribute to DTC growth at Calm. We are a small, hungry, and humble team that looks for innovative ways to keep our users engaged, mindful, and supported throughout their mental health journeys. We combine data-driven strategy and creative problem-solving to drive consumer lifetime value across App and Web channels. We value a can-do attitude, data-driven decision-making, high EQ, cross-functional collaboration, resourcefulness, and deep curiosity.

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