The Head of Lifecycle Marketing will own the end-to-end customer journey for both providers and customers on our platform. This includes building and optimizing comprehensive lifecycle marketing strategies to increase customer lifetime value (CLV/LTV), leveraging customer data to drive segmentation (in conjunction with Performance and Product Marketing), and collaborating closely with our Martech, Data, and Product senior leadership teams to ensure seamless CRM stack integration. This role requires someone with deep experience across both app and web ecosystems, including the use of deeplinking technologies (e.g., Branch.io) to ensure frictionless user experiences across platforms. You'll partner directly with Product to align lifecycle initiatives with product development, while also demonstrating incremental revenue and LTV growth tied to lifecycle marketing efforts. You will be responsible for building and scaling lifecycle programs that drive sustained engagement, long-term retention, and measurable business impact. Key Responsibilities Lifecycle Marketing Strategy • Own the customer journey for both sides of the marketplace, developing strategies for (customer and provider) acquisition, activation, engagement, retention, and reactivation • Design and implement lifecycle programs that drive long-term retention and growth by guiding customers through key milestones and features on the platform • Partner with Product to ensure lifecycle programs are integrated into product experiences and directly contribute to incremental revenue and LTV • Align all lifecycle initiatives with company goals, ensuring activities are targeted, measurable, and tied to business objectives • Partner with Martech, Data, and Product to define, implement, and manage the CRM tech stack and CDP, ensuring customer data is leveraged effectively across all lifecycle stages • Align lifecycle campaigns with product launches, platform updates, and customer success efforts Customer Segmentation & Personalization • Lead the development of robust segmentation strategies using behaviors, cohort analysis, demographics, and lifecycle stages • Drive personalization at scale across email, push, in-app messaging, and web to maximize engagement and conversions Acquisition, Activation, Engagement & Retention • Define and optimize onboarding flows for both customers and providers, ensuring frictionless activation across app and web • Drive engagement with key product features that deliver customer value Requirements • 12+ years of experience in lifecycle/CRM marketing, ideally within a SaaS, marketplace, or mobile-first business • Proven success in apps + web marketing with expertise in deeplinking (Branch.io or similar) and cross-platform customer journeys • Deep understanding of CRM platforms (e.g., Salesforce, HubSpot, Marketo, Iterable) and experience managing a CRM tech stack and Customer Data Platform (CDP) • Expertise in segmentation, personalization, and data-driven lifecycle strategies • Strong analytical skills with a track record of reporting incremental improvements in revenue and LTV from lifecycle efforts • Strong cross-functional collaboration skills, with experience working closely with Product, Data, and Engineering senior leadership teams • Experience driving acquisition, onboarding, retention, and reactivation strategies with measurable impact • Familiarity with attribution models and optimization of the full funnel • Excellent communication, leadership, and project management skills • Must be available to work regular Eastern Standard Time (EST) business hours on an ongoing basis • Fluent English language skills to ensure seamless communication with colleagues and stakeholders; proficiency in Spanish or Polish is a plus Benefits • Comprehensive health, dental, and vision coverage • Secure your future with our 401K match program • Generous parental leave policy to support your family • Unlimited PTO for a healthy work-life balance • Flexible work arrangements, including full-time remote work • Pet insurance to help take care of your furry friends Our Diversity and Inclusion Commitment: We work in a highly creative and diverse industry so it goes without saying that we strive to create an inclusive environment for all. We welcome people from all backgrounds and are committed to fair consideration in our hiring process. If you have any accessibility needs or require reasonable adjustments during the interview process, please contact us at belonging@booksy.com, so we can best support you.