Lifecycle Marketing Manager (Remote)

Maximus is a mission-driven consumer performance medicine telehealth company that provides support to optimize health and wellness. They are seeking a Lifecycle Marketing Manager to own the messaging lifecycle, including email and SMS communications, ensuring timely and relevant messaging for clients. The role involves managing the Braze platform, developing marketing communications, and collaborating cross-functionally to enhance client engagement and retention.

Responsibilities:

• Own the Braze instance end-to-end: Canvas architecture, campaign taxonomy, event tracking schema, and data hygiene
• Design and build sophisticated Canvas flows using branching logic, Liquid personalization, and dynamic content to deliver the right message at the right moment
• Architect and maintain the event taxonomy and custom attribute framework that powers segmentation and triggering across all messaging
• Manage Segment CDP integration with Braze, ensuring clean data flow, accurate user profiles, and real-time event piping
• Own email and SMS deliverability: IP warming strategies, authentication protocols (SPF, DKIM, DMARC), sender reputation monitoring, and inbox placement optimization
• Evaluate and implement new Braze features and capabilities as they become available, keeping Maximus at the platform’s leading edge
• Plan, build, and execute the email and SMS marketing calendar, including promotional campaigns, product launches, educational content, and seasonal initiatives
• Develop and manage segmentation strategies that target the right audiences with the right offers at the right frequency
• Build and optimize prospect nurture sequences that convert leads into clients
• Execute cross-sell and upsell campaigns across the Maximus product suite (testosterone protocols, GLP-1 weight loss, peptides, Building Blocks supplements, Oxytocin Calming Cream)
• A/B test subject lines, send times, content formats, CTAs, and cadence to continuously improve engagement and conversion metrics
• Own all client-facing operational messaging: onboarding sequences, prescription notifications, refill reminders, lab result communications, protocol change alerts, and billing notifications
• Design and optimize the post-purchase onboarding experience to reduce early churn and accelerate time-to-value
• Build re-engagement and win-back campaigns for lapsed clients, partnering with Product and Customer Success to understand churn drivers
• Ensure every transactional message meets regulatory and compliance requirements while maintaining brand voice and driving engagement
• Create feedback loops between lifecycle messaging performance and product/clinical teams to improve the overall client experience
• Develop and maintain a segmentation framework that accounts for client lifecycle stage, product usage, engagement behavior, and clinical protocol
• Use Liquid logic and dynamic content to personalize messaging at scale across all channels
• Champion suppression logic and frequency capping to protect client experience and deliverability
• Partner with Data/Analytics to build predictive segments (churn risk, upsell propensity, reorder timing) that trigger automated interventions
• Define, track, and report on lifecycle marketing KPIs: open rates, click rates, conversion rates, revenue per send, unsubscribe rates, and channel-level contribution to LTV
• Build and maintain reporting dashboards in Braze and Looker that provide actionable visibility into campaign and flow performance
• Conduct regular send-level and flow-level performance reviews, identifying optimization opportunities and executing improvements
• Present lifecycle marketing performance and strategic recommendations to the Head of Digital Experience and broader marketing leadership
• Partner with Creative to develop email and SMS templates, ensuring brand consistency while optimizing for performance
• Work with Product and Engineering to define event tracking requirements and ensure accurate data instrumentation for lifecycle triggers
• Collaborate with Paid Media and Growth to align acquisition messaging with lifecycle nurture sequences
• Coordinate with Customer Success and Clinical teams to ensure operational communications reflect current protocols and policies
• Support the Head of Digital Experience in developing the broader digital acquisition and retention strategy

Requirements:

• 4-6 years of hands-on lifecycle/CRM marketing experience with direct ownership of email and SMS programs in a direct-to-consumer environment
• Deep Braze expertise—you've built Canvas flows from scratch, written complex Liquid logic, managed deliverability at scale, and architected campaign taxonomies that keep a growing messaging program organized
• Experience integrating a CDP (Segment preferred) with Braze, including event schema design, custom attribute mapping, and real-time data flow management
• Proven ability to manage both marketing broadcast and transactional/operational messaging programs within a single platform
• Strong working knowledge of email deliverability: IP warming, authentication (SPF, DKIM, DMARC), sender reputation management, and inbox placement strategies
• Experience with A/B and multivariate testing methodologies for email and SMS optimization
• Proficiency in Looker, Google Analytics, or comparable analytics tools for building lifecycle reporting
• Strong analytical mindset with the ability to translate data into actionable optimization decisions
• Excellent copywriting instincts—you know what makes a subject line open and a CTA click, and you can write or edit when needed
• Demonstrated fluency with AI tools (e.g., Claude, ChatGPT) for writing and refining messaging copy, evaluating campaign effectiveness, generating test variants, and accelerating creative output across email and SMS programs
• Experience in health, wellness, telehealth, or subscription commerce is a strong plus
• Bachelor's degree in Marketing, Communications, or related field