Senior Lifecycle Marketing Manager

What We Do

As a member of the Product & Retention Marketing team, you will get the chance to directly contribute to DTC growth at Calm. We are a small, hungry, and humble team that looks for innovative ways to keep our users engaged, mindful, and supported throughout their mental health journeys. We combine data-driven strategy and creative problem-solving to drive consumer lifetime value across App and Web channels. We value a can-do attitude, data-driven decision-making, high EQ, cross-functional collaboration, resourcefulness, and deep curiosity.

What You’ll Do

The Senior Lifecycle Marketing Manager is a senior individual contributor who will fuel Calm’s retention engine by owning and executing our lifecycle marketing program across email, push notifications, and in-app messaging. This role has a dotted-line partnership to the Lifecycle Marketing Technical Lead; it requires a hands-on operator who can work with high autonomy, translate strategy into production-ready campaigns, and influence cross-functional partners without direct management authority.

You are a senior hands-on practitioner who understands user journeys, behavioral triggers, and subscription economics at a deep level. You have a strong track record of independently building and operating high-performing lifecycle programs for a DTC or subscription business, are deeply analytical—grounding decisions in data to improve user LTV and reduce churn—and bring an AI-first mindset to your work. You thrive operating with high autonomy, partnering closely with a technical counterpart, and influencing product, engineering, data science, and creative teams.

Key Responsibilities

• Operate as a senior individual contributor with high autonomy, owning the lifecycle program end-to-end and partnering closely with the Lifecycle Marketing Technical Lead to translate strategic requirements into executed campaigns.


• Own the end-to-end lifecycle strategy across email, push notifications, and in-app messaging to drive user onboarding, habit formation, subscription conversion, and win-backs.


• Leverage data and analytics to inform audience segmentation, personalization tactics, and dynamic content approaches that enhance engagement and minimize churn.


• Drive a rigorous A/B testing and experimentation roadmap across copy, creative, layout, timing, and frequency to constantly optimize channel performance.


• Partner with Data Science and Product to leverage behavioral data, build sophisticated user cohorts, and implement automated, event-driven trigger campaigns.


• Maintain a strong quality control framework for email deliverability, IP reputation, and push notification opt-in rates, ensuring compliant and high-performing operations.


• Regularly analyze and report on lifecycle KPIs (Open Rates, CTR, DAU/MAU impact, Retention Curves, LTV) to senior leadership, turning data into actionable growth strategies.


• Work closely with Content, Creative, Product, and Marketing Ops to ensure brand alignment, seamless technical execution, and compelling user experiences.


• Own and evolve the lifecycle orchestration framework, including master routing logic across triggered, transactional, and scheduled campaign types; build, audit, and restructure complex multi-branch workflows in Iterable independently.


• Lead the end-to-end campaign production workflow from brief to deployment, including creating detailed copy and visual briefs for editorial and creative partners, managing channel-specific asset requirements, and ensuring accurate field mapping to the marketing automation platform.


• Maintain a documented experimentation repository and own the full test lifecycle—from hypothesis and holdout setup through result analysis and production rollout—including post-test transition planning with the Lifecycle Technical Lead.


• Partner with Finance on lifecycle revenue forecasting, including building and maintaining forecast models by campaign category, managing reforecast cycles, and clearly communicating attribution methodology and its limitations to finance and leadership stakeholders.


• Build and maintain operational documentation, campaign QA standards, launch checklists, naming conventions, and workflow governance—ensuring the lifecycle function continues to run predictably.

Who You Are

• Deep expertise in building, scaling, and optimizing complex lifecycle and retention programs for a B2C consumer app or subscription business.


• Demonstrated ability to operate with high autonomy and influence cross-functional partners (Product, Engineering, Content, Data), experience working in close partnership with a technical counterpart to translate strategy into execution.


• Exceptional analytical skills with the ability to dive into complex datasets, map user journeys, and generate actionable insights to move metrics.


• Deep hands-on proficiency with Iterable (or a comparable enterprise MAP), including workflow architecture, segmentation logic, and A/B test setup.


• Ability to thrive in a fast-paced, evolving environment, balancing high-level strategic planning with a willingness to execute alongside your team.


• Excellent cross-functional collaborator who can clearly articulate the business impact of lifecycle initiatives to both creative and technical teams.


• Highly organized with strong attention to detail and a data-driven approach to decision-making.


• AI-first orientation: actively evaluates and pilots AI tools for copy generation, audience segmentation, send-time optimization, and workflow automation; introduces repeatable AI-assisted patterns that improve team efficiency and campaign quality.

Nice to Haves

• Direct experience working in a mobile-first subscription application.


• Working knowledge of HTML/CSS for email and liquid personalization logic (note: the Lifecycle Technical Lead provides deep technical support, but comfort reading and editing templates is expected at this level).


• A passion for mental health, wellness, and mindfulness.


• Experience with MAP vendor management, including contract utilization tracking, send-volume forecasting, and supporting renewal planning.

Minimum Requirements

• 7+ years of hands-on experience in lifecycle marketing, customer retention, or growth marketing, with demonstrated ownership of complex, multi-channel programs in a D2C or subscription context.


• Proven ability to operate independently in an IC role at senior level, with experience influencing cross-functional stakeholders and partnering with technical counterparts to drive program execution. This role does not have direct reports.

Calm uses a geographic pay model that determines salaries based on the location where an employee lives. For this position, the base pay ranges across Calm’s pay tiers is as follows: $125,00-$165,000 The base pay range represents the low and high end of Calm’s salary range for this position. Not all candidates will be eligible for the upper end of the salary range. Exact salary will ultimately depend on multiple factors, which include the successful candidate's geographic location, skills, experience and other qualifications. Calm uses employee zip code to determine which pay range applies. This role is also eligible for equity + comprehensive benefits + 401k + flexible time off.