Note: The job is a remote job and is open to candidates in USA. Midwest Tape, LLC is a trusted partner providing libraries with physical and digital media content, including the Hoopla Digital platform. The Lifecycle Marketing Lead will own and evolve lifecycle marketing for Hoopla app users, leading personalized customer journeys across acquisition, onboarding, engagement, retention, loyalty, and win-back. The role combines strategy, analytics, experimentation, marketing automation, and cross-functional collaboration to improve engagement, conversion, and customer lifetime value.
Responsibilities
- Owning the lifecycle marketing strategy
- Develop and execute the lifecycle marketing strategy across acquisition, onboarding, engagement, retention, loyalty, and win-back
- Build and maintain a prioritized lifecycle roadmap aligned to business objectives and metrics
- Identify opportunities to improve user engagement, conversion, retention, and lifetime value through thoughtful customer journey optimization
- Champion a test-and-learn culture by developing hypotheses, prioritizing experiments, and applying learnings across future campaigns
- Lead Braze & marketing automation
- Own the execution and optimization of lifecycle campaigns within Braze across email, push notifications, in-app messaging, and automated customer journeys
- Build sophisticated user journeys using Canvas, segmentation, triggers, liquid personalization, and dynamic content
- Ensure campaigns are accurately implemented, QA'd, and optimized to deliver measurable business impact
- Continuously monitor campaign performance and recommend improvements based on customer behavior and engagement data
- Drive experimentation & personalization
- Develop and manage a comprehensive A/B and multivariate testing roadmap across lifecycle marketing channels
- Leverage behavioral, demographic, transactional, and engagement data to deliver increasingly personalized user experiences
- Partner with Analytics to identify new audience segments, personalization opportunities, and growth initiatives
- Analyze campaign performance and communicate actionable insights to stakeholders across the organization
- Optimize digital experiences
- Manage website/app personalization initiatives and experimentation through Monetate or similar optimization platforms
- Collaborate with Product teams to ensure consistent customer experiences across marketing channels and onsite touchpoints
- Measure incremental impact and incorporate learnings into future customer journey strategies
- Leadership, Cross-functional partnership, and collaboration
- Lead and coordinate the work of the email coordinator, setting priorities to meet deadlines and objectives
- Partner with Creative and Content teams to develop compelling customer communications that align with lifecycle objectives
- Translate data and performance insights into clear creative direction and optimization recommendations
- Work cross-functionally with Marketing, Product, Analytics, and Engineering to execute integrated customer experiences
- Document testing results, establish best practices, and help build a scalable lifecycle marketing program
- Establish a scalable lifecycle marketing roadmap aligned to key business goals
- Increase user engagement and conversion through thoughtful personalization and experimentation
- Build a robust testing program that continually improves campaign performance
- Strengthen automated customer journeys that improve retention and customer lifetime value
- Become the go-to expert for Braze, lifecycle strategy, and customer journey optimization across the organization
Skills
- Must live in the following states to be considered: Ohio, Michigan, Indiana, Illinois, Tennessee, Texas, Colorado, Montana, Rhode Island, Florida, Massachusetts, Nevada
- For candidates outside of local area, this role would be primarily remote, but must be open to travel to HQ as required by the manager
- * 5-7 years of experience in lifecycle marketing, CRM, retention marketing, or marketing automation
- * Deep expertise with Braze, including Canvas, segmentation, Liquid, personalization, journey orchestration, and reporting
- * Proven experience building automated customer journeys and lifecycle marketing programs that drive measurable business results
- * Strong understanding of experimentation methodologies, including A/B and multivariate testing
- * Experience with website personalization or experimentation platforms such as Monetate, Optimizely, Adobe Target, or similar
- * Analytical mindset with the ability to interpret data, identify trends, and translate insights into action
- * Experience working with customer segmentation, behavioral data, and personalization strategies
- * Strong project management and organizational skills with the ability to manage multiple initiatives simultaneously
- * Excellent communication skills and experience collaborating across Creative, Product, Analytics, and Marketing teams
- * A proactive, curious, and continuous improvement mindset
- * Ability to regularly sit for extended periods of time
- * Perform repetitive motion-type tasks
- * Must be physically present for meetings, presentations, and training
- * Ability to work on-site in a team environment
- * Bachelor's Degree in Marketing, Business, or related field, or equivalent experience preferred
- * Experience with SQL or business intelligence tools (Looker, Tableau, Power BI, etc.)
- * Experience with customer data platforms (CDPs)
- * Experience working in digital media, subscription, SaaS, ecommerce, or consumer technology
- * Familiarity with AI-driven personalization or predictive marketing tools
Benefits
- Medical, dental, & vision insurance
- 401k + match
- Profit sharing
- Paid vacation and personal time
- Flex time
- 10 paid holidays
- Company performance bonus
- Holiday bonus
- Paid time to volunteer
- Parental Leave
- Training & career development opportunities
- For local candidates who live within 45 miles of our Holland, OH headquarters, this role is hybrid after 60-day orientation period.
- For candidates outside of local area, this role would be primarily remote
Company Overview