Lifecycle Marketing Manager - United States - Lands' End

Description

*This is a hybrid role with three weeks per month onsite (Mon. – Thurs.). The fourth week is fully remote.
The Lifecycle Marketing Manager is responsible for defining, executing, and optimizing data-driven lifecycle strategies that grow customer lifetime value (LTV), improve repeat purchase rates, reduce order latency, and proactively prevent churn. You will architect the customer journey across acquisition, onboarding, activation, engagement, retention, and reactivation touchpoints—ensuring every message and moment increases customer value and strengthens long-term loyalty.
This role blends strategic vision with hands-on execution. You'll partner closely with cross-functional teams across Merchandising, Analytics, Creative, E-commerce, Retail, and IT to scale personalized, insight-driven programs that influence core customer health metrics and fuel sustainable revenue growth.
What You Will Do:
Lifecycle Strategy with a Customer Value Focus

• Develop lifecycle strategies explicitly designed to maximize LTV by increasing purchase frequency, improving replenishment and repeat behaviors, and deepening loyalty.
• Build programs that reduce time between purchases, accelerate customers into their next best action, and encourage progression along maturity and value tiers.
• Identify customer segments at risk of churn and implement early-warning, preventative interventions rooted in behavioral triggers and predictive modeling.

Own the Journey Roadmap with Performance Levers in Mind

• Lead the roadmap for journeys across the customer lifecycle—from activation to long-term retention—with a focus on driving measurable improvements in:
  • Repeat purchase rate
  • Time between orders (latency)
  • Churn rate and reactivation lift
  • Incremental revenue and margin contribution
• Close experience gaps using insights, testing, and feedback loops to ensure journeys are purpose-built to influence key value metrics.

Drive Personalization That Increases Customer Value

• Partner with analytics and data science to refine segmentation, propensity models, and predictive triggers that enable individualized communications.
• Deploy personalization frameworks that identify the right message, offer, product recommendation, and timing to increase repeat behavior and long-term value.

Champion Test-and-Learn to Improve Commercial Outcomes

• Build a robust experimentation roadmap focused on driving improvements in customer value KPIs.
• Test and optimize:
  • Incentive structures targeted at improving repeat purchases
  • Cadence strategies designed to reduce latency
  • Win-back tactics for early-stage and at-risk churn cohorts
  • Lifecycle content designed to deepen engagement
• Translate results into actionable insights and scaled initiatives.

Performance Measurement & Customer Value Insights

• Partner closely with the Customer Insights team to define reporting needs, measurement frameworks, and KPI structures tied to lifecycle performance—including LTV, repeat purchase rate, order latency, churn, and incremental revenue.
• Collaborate with Insights on the development of dashboards, automated reports, and analytics views that provide visibility into customer behavior and lifecycle program impact.
• Interpret performance data, diagnose drivers of customer value, and translate Insights-built reporting into actionable strategies and clear storytelling for cross-functional partners and senior leadership.
• Develop hypotheses based on data trends and partner with Insights to validate findings, quantify opportunities, and model long-term customer value impact.
• Ensure all lifecycle reporting aligns to business goals, supports experimentation, and enables continuous optimization of journeys, segmentation, and personalization strategies.

Cross-Functional Collaboration with a Value-Driven Lens

• Partner closely with Brand Marketing, Customer Insights, Merchandising, E-commerce, Retail, and IT teams to ensure lifecycle programs are aligned across messaging, timing, creative, and customer experience touchpoints.
• Collaborate deeply with the Customer Insights team to identify high-value customer segments, behavioral patterns, and emerging trends that shape lifecycle strategy.
• Work with Insights to uncover key risks (e.g., early-stage churn indicators, declining engagement, long latency cohorts) and opportunities (e.g., high-potential segments, value acceleration triggers, cross-sell/upsell pathways) that inform personalization, targeting, and journey development.
• Leverage insights-driven segmentation to guide journey prioritization, creative direction, offer strategy, and experimentation plans.
• Represent Lifecycle Marketing in cross-functional planning, cross-channel alignment meetings, and enterprise-level customer strategy discussions.

Platforms & Technology Ownership

• Oversee CRM and automation platforms to ensure they are optimized to drive lifecycle outcomes and support advanced segmentation, personalization, and predictive use cases.
• Collaborate with Engineering/IT to activate new triggers, integrate new data sources, and enhance lifecycle workflow performance.

Lead & Develop Your Team

• Manage, coach, and mentor email specialists to build a high-performing team equipped with strong analytical, strategic, and executional capabilities.
• Foster a culture of curiosity, accountability, experimentation, and customer obsession.

Champion the Customer

• Maintain deep knowledge of customer behavior, motivations, and lifecycle patterns.
• Ensure all communications and experiences deliver value, support the brand promise, and drive measurable improvements in customer health metrics.

Education & Experience Requirements

• Bachelor's degree in Marketing, Business, or a related field (or equivalent experience).
• 5–8+ years of experience in lifecycle marketing, CRM, or retention strategy within e-commerce or retail.
• Experience with predictive modeling, customer segmentation, and experimentation frameworks.
• Familiarity with data privacy regulations (CCPA, GDPR).

The pay range for this position is $80,000 - $120,000. An employee's pay within the salary range will be based on numerous factors including, but not limited to, relevant education, qualifications, experience, skills, geographical location, and business or organizational needs. This position may also be eligible for annual merit increase, bonus, and/or incentive compensation. We also offer a comprehensive benefits package including paid time off, health, dental, vision, and disability benefits.
Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities
This employer is required to notify all applicants of their rights pursuant to federal employment laws.