Lifecycle Marketing Manager

Barkbus is the nation's premier mobile dog grooming company, seeking an experienced Fractional Lifecycle Marketing Manager to lead their customer lifecycle marketing strategy. The role focuses on designing, building, and optimizing automated customer journeys through email and SMS to drive appointment bookings and improve customer retention.

Responsibilities:

• Own the email and SMS lifecycle marketing strategy and calendar, balancing promotional, educational, seasonal, and retention-focused initiatives
• Build, optimize, and maintain automated lifecycle flows, including:
• Welcome Series
• Appointment Booking & Reminder Flows
• New Customer Onboarding
• Post-Appointment Follow-Up
• Grooming Reminder Flows
• Customer Reactivation (Win-Back)
• Subscription & Membership Communications
• Review & Referral Campaigns
• Develop and manage advanced customer segmentation based on behavior, appointment history, engagement, and lifecycle stage
• Continuously test and refine messaging, timing, frequency, offers, and creative to improve performance
• Create, build, test, and launch ongoing email and SMS campaigns that drive bookings and customer engagement
• Write clear, compelling, customer-centric copy aligned with the Barkbus brand voice
• Design mobile-first, high-converting emails in Klaviyo using best practices for layout, accessibility, and deliverability
• Ensure all campaigns and automations are thoroughly QA'd before launch
• Monitor, analyze, and optimize lifecycle performance across key metrics, including:
• Appointment bookings
• Customer retention and repeat booking rate
• Subscription engagement
• Customer reactivation
• Email- and SMS-attributed revenue
• Open, click-through, and conversion rates
• Deliverability and send reputation
• Run A/B tests on subject lines, content, offers, timing, and segmentation
• Build recurring performance reports and provide clear, actionable recommendations
• Own and maintain Barkbus' Klaviyo account
• Build and manage dynamic lists, advanced segments and event-based triggers
• Ensure accurate customer data, event tracking, and integrations
• Maintain strong list hygiene and deliverability best practices
• Ensure all email and SMS programs comply with CAN-SPAM, TCPA, and industry best practices
• Proactively monitor deliverability and sender reputation

Requirements:

• 3+ years of hands-on experience managing email and SMS marketing in Klaviyo
• Proven experience building and optimizing automated lifecycle marketing programs
• Strong understanding of lifecycle marketing, retention strategy, and customer segmentation
• Experience designing responsive, conversion-focused emails within Klaviyo
• Demonstrated ability to analyze campaign performance data to drive continuous improvement
• Excellent copywriting and communication skills
• High attention to detail with rigorous QA standards
• Ability to work independently and manage multiple initiatives simultaneously
• Experience with subscription-based or recurring service businesses
• Familiarity with A/B testing frameworks and experimentation best practices
• Basic HTML/CSS knowledge for email customization