Welcome to Destination Pet. We are One Pack- a united team working together to elevate the love and lives of pet families. Our pet-obsessed professionals create a connected care network of trustworthy partners who bring creative innovation every day. We are revolutionizing the pet industry. Join us!

We are looking to add a Senior Lifecycle Marketing Manager to our team!

LOCATION: Remote US

Travel: 15%

REPORTS TO: VP of Strategic Marketing & Growth

PAY: $140 K -$150K + 15% Bonus

Role Overview:

The Senior Lifecycle Marketing Manager plays a critical role in driving customer retention, repeat visit frequency, and lifetime value across Destination Pet's portfolio through targeted, data-driven lifecycle campaigns. This role spans strategy and execution, working closely with Marketing, Operations, and Analytics to design, execute, and optimize customer communications across outbound channels. This position reports to Michelle McPherson, VP of Strategic Marketing & Growth.

CORE RESPONSIBILITES:

Strategy & Planning

Own end-to-end lifecycle marketing strategy across the customer journey (acquisition, onboarding, retention, win-back, cross-sell)

Develop and prioritize a testing roadmap across email, SMS, and push channels aligned to business goals (i.e. repeat visit frequency, multi-service cross-sell)

Translate broader marketing objectives into channel-specific and audience-specific campaign plans across a multi-brand, multi-location

Segmentation & Audience Strategy

Design and maintain customer segmentation frameworks (lifecycle stage, pet ownership status, tenure, product/plan enrollment, location/market density tier)

Build and manage mutually exclusive test cohorts for A/B and multivariate testing, ensuring statistically sound sample sizing across markets of varying density

Partner with data/analytics teams to define and refine audience models (i.e. new pet parent identification, at-risk/churn signals, high-LTV multi-pet households)

Own suppression logic and list hygiene (current customers, do-not-mail, recently lapsed) to ensure campaign targeting accuracy

Campaign Execution and Channel Management

Build, QA, and deploy multi-channel lifecycle campaigns (email, SMS, etc.) including trigger-based/automated journeys (welcome series, onboarding, renewal reminders, win-back)

Manage campaign calendar and cadence across ~160 brands/locations, balancing centralized efficiency with local market relevance

Platform and Data Management

Serve as primary owner/administrator of Braze, the marketing automation platform

Ensure email deliverability best practices are maintained, including domain authentication protocols (SPF, DKIM, DMARC, BIMI) and sender reputation monitoring

Manage data governance and customer data hygiene across systems to support accurate segmentation and personalization

Testing, Measurement & Reporting

Design and execute A/B and multivariate tests with clear, single-variable hypotheses to isolate what drives performance

Define and track core lifecycle KPIs

Build recurring performance reporting and leadership-ready summaries, translating testing results into business-relevant recommendations

Maintain a test-and-learn repository documenting what's been tested, results, and next-step recommendations

Cross-Functional Collaboration

Partner with marketing, creative, operations, and legal teams to ensure lifecycle campaigns align with brand standards, compliance requirements, and location-level operational realities

Act as a lifecycle marketing subject-matter expert and mentor

REQUIREMENTS:

Education & Experience:

10+ years in lifecycle/CRM/retention marketing, ideally in multi-location, franchise, or portfolio-brand environments

Senior Lifecycle Marketing Manager at Destination Pet