Lifecycle Marketing & CRM Manager

Reflex Media, Inc. is the parent company of Seeking.com, the world's largest premium dating platform, which is undergoing a brand transformation. They are looking for a Lifecycle Marketing & CRM Manager to manage member communications across various channels, optimize lifecycle programs, and enhance member engagement and retention.

Responsibilities:

• Own the end-to-end lifecycle strategy across the full member journey: acquisition handoff, onboarding, education, first-match activation, subscription conversion, renewal, retention, reactivation, win-back, and sunset
• Define segmentation and audience frameworks that drive personalized, relevant messaging at scale, including dynamic segments tied to behavior, profile completeness, verification status, and subscription state
• Set channel strategy and cadence across email, push, SMS, in-app messages, web push, on-site modals (VWO), and any new channel we open. Decide which channel earns which moment, and enforce frequency rules so members never feel spammed
• Own the lifecycle calendar and align it with product launches, marketing campaigns, and the cultural calendar
• Partner with Creative, Brand, and the Senior Copywriter to develop messaging hierarchies, voice guidelines for member touchpoints, and campaign briefs that ladder to business goals
• Own lifecycle KPIs end-to-end: activation rate, time-to-first-match, free-to-paid conversion, subscriber renewal rate, churn, reactivation, LTV, and channel-level engagement. Report weekly and present quarterly readouts to the Director and CMO
• Design and run discount, promotion, and incentive programs that fit the moment and the segment. Know when a percentage off, a free week, or a free upgrade is the right lever, and know when none of them are. Build the flow, brief Finance on the impact, ship it, and read the result
• Architect, build, and continuously optimize a library of automated programs including welcome series, onboarding drips, profile-completion nudges, selfie-verification reminders, match engagement nudges, subscription upgrade flows, renewal reminders, dormancy interventions, and win-back sequences
• Own the marketing automation platform end-to-end. You build the journeys, the audiences, the templates, the triggers, the suppressions, and the QA. You do not brief this work to a vendor
• Define event-based and behavioral trigger logic in collaboration with Engineering, Data, and the AI team. You should be comfortable specifying the events you need rather than waiting for them
• Implement send-time optimization, predictive frequency capping, and dynamic content personalization using both platform-native AI features and Seeking's own AI/recommendation infrastructure
• Manage integrations across ESP, MAP, CDP, billing, and product data pipelines. Hold the line on data quality and event reliability
• Own VWO end-to-end as the on-site lifecycle channel. Design, build, ship, and measure modals, banners, and on-site overlays that complement the email and push programs
• Treat on-site moments as part of the same conversation as the email and push the member just received. The website should know what the lifecycle journey already said
• Run continuous personalization experiments on landing pages, paywalls, upgrade prompts, and re-engagement surfaces using VWO's targeting, segmentation, and visual editor
• Own the dunning and payment-recovery program. Failed payments are the single biggest preventable cause of subscription churn. Build a sophisticated dunning sequence across email, SMS, in-app, and on-site modals that recovers 50%+ of failed charges and meaningfully reduces involuntary churn
• Build renewal and grace-period programs that surface payment-method updates before a charge fails, and that nudge members through soft-decline windows before the subscription lapses
• Design upgrade, downgrade, and tier-migration journeys across Eligible and Selective tiers, with messaging that reflects member intent and value
• Partner cleanly with Customer Support. CS owns reactive billing inquiries, payment-method troubleshooting, refunds, and chargeback handling. You own the proactive lifecycle program that prevents those tickets in the first place: card-on-file refresh prompts, pre-decline outreach, post-decline recovery flows, and member-facing renewal communications
• Partner with Finance, Product, and Engineering on subscription-state event reliability so the dunning program fires on the right signal at the right time
• Own a rigorous A/B and multivariate testing roadmap covering subject lines, send times, copy, creative, CTA placement, frequency, channel mix, and flow logic
• Build a living lifecycle playbook that captures every durable learning so the team compounds knowledge instead of relearning it
• Be comfortable in SQL or working directly inside the data warehouse to build audiences, validate funnels, and pull your own performance reads. You should not be waiting on the data team to know how a send performed
• Partner with the Growth and Experimentation teams to coordinate lifecycle tests with broader funnel and pricing experiments so we don't run conflicting tests
• Own deliverability, list hygiene, and sender reputation across all sending domains and IPs. Monitor inbox placement, spam complaints, bounce rates, and engagement-based suppression
• Enforce compliance with CAN-SPAM, CASL, GDPR, CCPA, TCPA, and any applicable regional requirements. Maintain consent management, preference centers, and unsubscribe paths
• Integrate lifecycle with Seeking's safety stack. Selfie-verification reminders, profile completion prompts, Stop@Send messaging coaching, and other Trinity-aligned moments belong in the lifecycle program
• Maintain a localization-ready content system so we can scale messaging across markets without rebuilding the program every time
• Be the lifecycle voice in product and marketing roadmap discussions. Advocate for the in-product moments that complement CRM programs (and push back when a feature should not get its own send)
• Partner with Performance Media, SEO, and Brand to keep messaging coherent across paid, organic, and owned, and to make sure attribution is captured accurately
• Brief and manage relationships with ESP, MAP, CDP, and deliverability vendors. Evaluate new tools as the martech stack evolves. Make the build-vs-buy call and defend it

Requirements:

• 4+ years of hands-on lifecycle, CRM, or retention marketing experience, preferably at a consumer subscription, marketplace, mobile-first, or dating/social platform. The right wiring matters more than the years
• Ready to run on day one. You can audit an existing email program, identify what is broken, and ship a better version in week one. You can build a discount or promotion flow end-to-end without a project manager translating between you and the platform
• Hands-on, in-the-tool expertise with at least one enterprise ESP/MAP (Braze, Iterable, Customer.io, Klaviyo, Salesforce Marketing Cloud, MoEngage, Mailgun, or Acoustic). You build the flows yourself
• Demonstrated ownership of trigger-based programs from strategy through QA, launch, and iteration
• Hands-on experience with VWO or a comparable web experimentation/personalization platform (Optimizely, AB Tasty, Dynamic Yield, Adobe Target). You can build a modal and target it without an engineer
• Strong analytical chops: comfortable in SQL or directly in the warehouse to build audiences, measure performance, and derive insights. You read your own dashboards
• Proven track record of moving the needle on activation, free-to-paid conversion, retention, reactivation, or LTV through lifecycle programs. Bring numbers
• Deliverability fluency. You understand SPF, DKIM, DMARC, BIMI, warming, list hygiene, and engagement-based suppression. You have rescued a sending domain before
• Strong editorial instinct. You can write or polish member-facing copy that sounds like Seeking, not a templated SaaS email
• AI fluency. You already use ChatGPT, Claude, Cursor, Cowork, or similar in your daily workflow to build audiences, draft copy, analyze tests, generate journey variants, and replace work you used to do by hand. You can describe the AI workflows you have built for yourself. If someone has to explain to you why AI matters, this role is not for you
• Operator's discipline. You ship on time, your QA is tight, and nothing gets dropped between channels
• Experience at a dating, social, marketplace, or two-sided consumer platform
• Hands-on experience with CDPs (Segment, mParticle, RudderStack, Hightouch, Census) and how behavioral events flow into lifecycle triggers
• Experience building a sophisticated dunning and payment-recovery program inside a subscription business, with measurable recovery-rate improvements you can speak to
• Experience with mobile-first lifecycle (in-app messaging, push, web push, app inbox) on both iOS and Android
• Experience with AI-driven personalization or recommendation systems (platform-native or built in-house)
• Experience leading localization of lifecycle programs across multiple markets and languages
• Bachelor's degree in Marketing, Business, Statistics, Computer Science, or a related field, or an equivalent track record of shipping