Lifecycle Marketing Manager (Leads & Reactivation)

Job title: Lifecycle Marketing Manager (Leads & Reactivation)

About the Role As the Lifecycle Marketing Manager (Leads & Reactivation) at Playlist, you'll own strategy and execution of lifecycle programs to re-engage lapsed and churned users and convert new leads across email, push, in-app, and SMS. You’ll work hands-on in Braze and in-house tools, partnering with Product, Creative, Analytics, and FP&A to shape campaigns that drive reactivation, lead conversion, and engagement.

What You'll Do

• Own the strategy and roadmap for reactivating lapsed and churned users and converting new leads through lifecycle channels (email, push, in-app, SMS).
• Analyze engagement, cohort, and customer behavior data to uncover drivers of reactivation, lead conversion, and churn recovery.
• Build and manage the experimentation roadmap across messaging, incentives, audiences, channel mix, and timing.
• Launch and scale lifecycle campaigns from ideation through rollout using Braze and in-house tools.
• Design, run, and analyze A/B tests to improve KPIs (reactivation rate, lead-to-activation rate, engagement).
• Map consumer flows, identify friction points, and recommend scalable solutions or short-term testing opportunities.
• Define lifecycle KPIs, maintain reporting, and share insights, forecasts, variance explanations, and recommendations with stakeholders.
• Partner with Creative, Product, Analytics, and FP&A to align lifecycle priorities and drive growth initiatives.

What We're Looking For

• 3+ years of experience in growth marketing, lifecycle or CRM marketing, consulting, analytics, or data-driven marketing role.
• Hands-on experience with user acquisition or growth marketing, including lead generation, conversion, and paid or owned acquisition channels.
• Experience owning lifecycle programs from strategy through execution, measurement, and optimization.
• Strong analytical skills, ability to turn data into actionable insights, testing plans, and business recommendations.
• Experience designing testing strategies, running A/B tests, and using results to improve campaign performance.
• Strong project management and organizational skills, with ability to manage multiple programs and campaigns with minimal oversight.
• Strong Excel skills and working knowledge of basic SQL for self-serve data pulls.
• Familiarity with Braze or a comparable email or lifecycle service provider, and experience using project management software such as Asana or JIRA.