Note: The job is a remote job and is open to candidates in USA. Bobbie makes European-style organic infant formula manufactured end-to-end in the U.S. The Lifecycle Marketing Lead will drive retention strategy across the customer journey, owning email, SMS, personalization, loyalty, retargeting, and CX-driven lifecycle programs. The role partners cross-functionally to execute experiments, improve retention metrics, and optimize customer communications.
Responsibilities
- Partner with the Director on our lifecycle roadmap, owning execution of growth and retention strategy across email, SMS, in-box, and beyond, and converting more one-time purchasers into subscribers
- Bring deep SMS expertise to the table and show up as a proactive, vocal partner in cross-functional workstreams
- Help support owning our lifecycle programs end-to-end, covering post-checkout, onboarding, upsell and cross-sell, loyalty and referral, list growth, and product launches, from ideation through readout
- Bring strong technical judgment to how complicated triggered communications, both marketing and transactional, should be set up for reliability, scale, and performance
- Support personalization across the full path to purchase
- Drive a rigorous test-and-learn agenda tied to company-level retention metrics (list growth, conversion, churn, LTV), partnering with Data & Analytics on experiment design, and keep a regular pulse on performance to turn what you find into next steps
- Serve as the go-to resource on the retention journey, staying close enough to every live program to speak to its setup, audience, logic, and results whenever it comes up
- Keep timelines and blockers visible to the team, flagging delays, scope changes, and open questions early and proactively
- Partner with Platform on the on-site experience and with CX on personalized moments like check-ins, so every touchpoint along the path to purchase feels connected
- Partner with Brand and Creative to keep every send on-brand and built to perform
- Stay ahead of emerging lifecycle tools, platforms, and strategies, and bring recommendations back to the team
Skills
- * 8-10 years of lifecycle marketing experience with a clear focus on retention
- * Hands-on experience with SMS marketing, plus Klaviyo, Attentive, and Recharge specifically (or similar platforms)
- * Strong technical understanding of how to set up complicated triggered communications, both marketing and transactional, the right way
- * A track record of driving measurable retention results through testing, while staying current on the latest email and SMS tools and strategies
- * Retention marketing experience at a high-growth CPG or DTC brand
- * Solid grounding in segmentation logic, audience strategy, and how to measure lifecycle impact
- * Experience working across data, product, creative, and care teams to juggle multiple high-priority projects at once without dropping the ball, staying accountable and keeping each one moving forward
- * Experience operating across a broad set of lifecycle channels, including on-site personalization, retargeting, direct mail, and inbox collateral
Benefits
- Competitive stock options
- 401k with employer match
- Employee medical, dental, and vision insurance 100% covered by Bobbie, with options to add dependents through a subsidized pre-tax deduction
- US-based remote work model
- Flexible Time Off Policy (including Summer Fridays; half days on Fridays Memorial Day through Labor Day)
- 16 paid company holidays, plus an end of year holiday shut down
- 16 weeks of paid parental leave with the option to take an additional 8 months unpaid
- One year subscription to Bobbie
- $75 monthly internet stipend
- Co-working space reimbursement
Company Overview