Lifecycle Marketing Manager

LearningSpring is The School Choice Management Platform that helps states, schools, families, SGOs, and providers run modern education freedom programs with clarity and accountability. The Lifecycle Marketing Manager will lead the development and optimization of customer engagement strategies across email, SMS, and in-product messaging channels, supporting the end-to-end customer lifecycle journey across multiple education-focused audience segments.

Responsibilities:

• Drive the company’s lifecycle marketing strategy across email, SMS, and in-product communication channels
• Design and execute customer journey orchestration strategies that move audiences through key lifecycle stages, including awareness, acquisition, onboarding, activation, adoption, upgrade, renewal, and retention
• Build, test, and optimize scalable automated marketing programs, nurture campaigns, triggered messaging, and behavior-based communications
• Develop education-forward segmentation and personalization strategies tailored to diverse audiences, including families, school administrators, district leaders, SGOs, and education providers and vendors
• Create and manage lifecycle campaigns supporting:
• Cold outreach and awareness generation
• Account creation and onboarding
• Product education and feature adoption
• Upgrade and expansion opportunities
• Renewal and retention initiatives
• Re-engagement and win-back campaigns
• Partner cross-functionally with Product, Sales, and Customer Success teams to align messaging strategies with business goals and customer needs
• Be an expert in national education policy updates, partnering with content teams to craft high-performing, multimedia educational messaging
• Manage multiple marketing automation platforms, event tracking, and customer data workflows to ensure accurate targeting, trigger logic, and campaign execution
• Establish experimentation frameworks, including A/B testing, multivariate testing, and iterative optimization strategies
• Analyze campaign performance metrics and customer behavior data to identify insights and improve lifecycle conversion rates
• Develop and maintain cross-audience customer communication calendars, lifecycle maps, and messaging governance standards
• Ensure compliance with email, SMS, and data privacy regulations and best practices

Requirements:

• 5+ years of experience in lifecycle marketing, CRM marketing, customer marketing, retention marketing, or marketing automation roles
• Proven experience building and scaling lifecycle marketing programs across email, SMS, and in-product channels in a small, hands-on, agile team environment
• Deep expertise with marketing automation and customer engagement platforms (e.g., HubSpot, Marketo, Braze, Iterable, Zendesk, Customer.io, Salesforce Marketing Cloud, Pardot, or similar tools)
• Strong understanding of customer journey orchestration, behavioral targeting, segmentation, and personalization best practices
• Experience developing campaigns that support customer acquisition, onboarding, activation, retention, and expansion objectives
• Exceptional written communication and copywriting skills with the ability to tailor messaging to multiple audience types and messaging styles
• Strong analytical mindset with experience interpreting campaign data and optimizing performance against KPIs
• Experience managing customer lifecycle metrics, including conversion, activation, engagement, retention, churn, renewal, and customer lifetime value
• Ability to manage multiple campaigns and multiple audience priorities in a fast-paced, cross-functional environment
• Familiarity with CRM systems, customer data platforms (CDPs), and customer analytics tools
• Demonstrated ability to translate business goals into scalable lifecycle marketing programs
• Proven track record of hiring and building high-performing lifecycle marketing teams
• Experience working in at least two of the following industries: education technology (EdTech), SMB SaaS, consumer subscription models, two-sided digital marketplaces
• Experience marketing to schools, districts, education administrators, families, or nonprofit organizations
• Familiarity with Scholarship Granting Organizations (SGOs), education funding ecosystems, or school choice programs
• Experience with in-product messaging and product-led growth strategies
• Knowledge of customer data architecture, event tracking, and lifecycle attribution modeling
• Experience leading or mentoring lifecycle marketing teams
• Familiarity with HTML/CSS for email editing and QA workflows
• Experience integrating lifecycle marketing with customer success and product adoption initiatives
• Advanced knowledge of experimentation methodologies and customer engagement optimization
• Experience building reporting frameworks and executive-level performance presentations