Digital Lifecycle Manager

As our Digital Lifecycle Manager, you won't just be executing a playbook—you’ll be writing it. You will own the end-to-end customer journey, identifying high-growth opportunities and aggressively optimizing the channels that move the needle. We are looking for a strategic protagonist: someone who doesn't wait for a to-do list, but instead brings data-backed recommendations to the table.

Key Responsibilities

Growth & Channel Orchestration

• Own the Funnel: Manage and scale key digital channels (Paid Social, Search, Email/SMS, Organic and Retargeting) to drive acquisition and retention.
• Testing & Iteration: Establish a rigorous test-and-learn framework- you should be running multiple experiments simultaneously, from A/B testing ad creative to optimizing landing page conversion rates, etc. 
• Advanced Attribution Management: Proactively identify and fix attribution leaks (cookie consent gaps, GTM container errors) to ensure 1:1 visibility into guest acquisition costs.

Proactive Strategy & Advocacy

• Strategic Foresight: Identify emerging trends and untapped growth levers before they become obvious.
• Internal Advocacy: Be the "voice of growth" in the room. Proactively pitch new projects, budget reallocations, or shifts in strategy based on performance data.
• Roadmap Ownership: Maintain a rolling 90-day growth roadmap that prioritizes high-impact initiatives.

Lifecycle & Direct Mail Orchestration

• Lifecycle Mapping: Support in the oversight of our comprehensive lifecycle marketing journey using Klaviyo as the central engine to sync segments across Zenoti, email, SMS, and paid social, direct mail.
• After architecture, ensure this project transitions to a high-performance "test-and-learn" environment, using early data to iterate on workflows, messaging, and triggers that maximize customer retention.

Website & E-commerce

• Website Launch & Conversion Leadership: Drive the final sprint for our new website launch, serving as the primary lead for internal teams and external agencies. Your goal is to ensure a seamless, on-time and on-budget launch while proactively identifying and fixing friction points to guarantee the new site delivers a measurable lift in conversion rate from day 1.
• AEO & SEO Integration: Ensure all site content is consistently structured for AI Engine Optimization and traditional SEO.
• Post-Launch Performance & CRO Management: Establish a performance baseline by comparing new site data against legacy benchmarks, delivering a comprehensive report to identify immediate technical or design pivots. Post launch, support the new site as a growth engine by A/B testing, heatmapping and relentlessly optimizing the conversion funnel.
• Content as a Performance Lever: Execute a keyword-led content strategy. Use search volume data and competitive gap analysis to brief content that improves our ranking for high-intent non-branded terms .
• Drive the mid-year e-commerce acceleration and own the post-website launch pivot to Shopify: Drive end-to-end digital product revenue, conversion rates, and AOV. Architect the cross-sell strategy that converts service guests into loyal product buyers and optimizing the Shopify catalog for a seamless guest experience.
• Amazon Marketplace Management: Act as one of the primary points of contact for the 50 Pound Boson partnership, in partnership with our Product Manager. Ensure Amazon catalog health, and advertising spend are optimized for profitability.

Management & Execution

• Budget Oversight: Own, optimize and reallocate performance budgets to ensure we are hitting targets.
• Performance Transparency: Maintain real-time dashboards for daily/weekly pulse checks, ensuring the business is never surprised by performance trends at the end of the month.
• Feedback Integration: Proactively share insights from digital tests with the marketing team to influence the broader company strategy.
• Directly manage and mentor the Email & Marketing Operations role- responsible for her output, technical accuracy, and professional growth
• Agency & Partner Management: Act as the primary point of contact for external agencies, holding them accountable to KPIs and ensuring they operate as an extension of our team.

What You Bring:

• Experience: 7+ years of experience in digital marketing, performance marketing, or growth hacking. 
• Mindset: Proactive and assertive, with a constant focus on optimization and continuous improvement. 
• Analytical Rigor: Highly data-driven with the ability to navigate GA4, Looker, and Excel to uncover insights and identify trends. 
• Data Storytelling: Able to translate complex data into clear, compelling narratives that support strategic decision-making. 
• Communication: Strong ability to present insights, recommendations, and performance trends in a way that engages and influences stakeholders. 
• Strategic Candor: Comfortable identifying when a strategy is underperforming and proactively presenting actionable solutions and next steps. 
• Technical Toolbox: Proficient in CRM platforms (HubSpot, Klaviyo), ad platforms (Meta, Google), analytics tools (GA4, Looker), native ad managers, and project management tools such as Asana and Monday.com.