Senior Lifecycle Marketing Manager

General Role Description

The Senior Lifecycle Marketing Manager is responsible for leading the strategy, evolution, and performance of Wild Alaskan Company’s member engagement ecosystem, driving measurable growth in customer lifetime value (LTV), subscription frequency, and retention.

This role goes beyond execution to own the vision, roadmap, and optimization of lifecycle marketing for our sustainable seafood community. You will lead the strategy for personalization, segmentation, and omnichannel engagement across email, SMS, App and in box messages. The Senior Manager will lead complex, data-driven initiatives that connect member behavior, sustainable sourcing values, and business outcomes.

As a strategic cross-functional leader and subject matter expert, this role partners with Tech, Product, Brand, Merchandising, Finance, and external vendors to shape the future of Wild Alaskan Company’s CRM capabilities, leveraging data, experimentation, and emerging technologies to deliver a best-in-case digital-to-doorstep experience.

Core Responsibilities

Strategic Leadership & Roadmap Ownership

• Own and evolve the loyalty and CRM strategy, including the subscription lifecycle vision, member personalization strategy, and long-term roadmap.
• Develop and manage a multi-quarter testing and learning agenda to continuously improve member engagement and retention.
• Identify and prioritize high-impact opportunities across member acquisition, onboarding, box customization, and reactivation.

Lifecycle Marketing & Campaign Excellence

• Oversee the design and execution of complex, automated lifecycle journeys across Iterable and other engagement platforms.
• Lead audience strategy and segmentation frameworks to drive box add-ons, membership upgrades, and referral behavior.
• Ensure seamless orchestration of omnichannel campaigns across email, SMS/MMS, and the logged-in member experience.
• Own conversion from channel to site.

Data, Analytics & Performance Optimization

• Establish and monitor KPIs and success metrics focused on churn reduction, LTV, and member health.
• Lead advanced experimentation strategies (A/B, multivariate testing) and translate insights into scalable improvements.
• Partner with analytics teams to enhance customer data architecture and predictive modeling (e.g., churn propensity).

• Serve as the primary liaison between Marketing, Tech, Product, and Merchandising to align on priorities and seafood inventory-driven promotions.

Martech & Platform Optimization

• Own relationships with CRM vendors (e.g., Iterable), ensuring platforms are fully optimized and integrated with our internal member database.
• Partner with Tech, Data, and Product to improve data integrity, system integrations, and the digital member journey.
• Identify and implement emerging technologies, including AI/ML-driven personalization for seafood recommendations.

Team Capability Building

• Establish best practices and documentation for campaign execution and subscription lifecycle management.
• Act as a center of excellence for CRM and loyalty across the organization.

Operational Excellence

• Ensure campaigns are executed with precision, accuracy, and compliance (CAN-SPAM, TCPA), including QA and audience validation.
• Oversee development and distribution of campaign briefs and documentation across stakeholders.
• Provide escalation support and troubleshooting for member engagement and notification issues.

Required Knowledge, Skills, and Abilities 

Experience

• 6–8+ years of experience in CRM, loyalty, lifecycle marketing, or related roles.
• Proven experience owning CRM strategy and roadmap development in a DTC or Subscription environment.
• Deep expertise in marketing automation platforms (Iterable required).
• Extensive experience in audience segmentation, journey orchestration, and retention strategy.
• Demonstrated success leading testing and optimization programs at scale.
• Experience working in e-commerce, subscription services, food/beverage, or premium consumer brands.

Technical & Functional Skills

• Strong understanding of customer data architecture, personalization, and martech ecosystems.
• Experience with AI/ML-driven marketing or recommendation engines preferred.
• Proficiency in analytics, reporting, and translating data into actionable insights.
• Strong project management and roadmap planning capabilities.

Leadership & Behavioral Competencies

• Strategic thinker with a strong business acumen and a growth mindset.
• Exceptional communication and stakeholder influence skills.
• Ability to lead through ambiguity and drive change across cross-functional teams.
• Passion for the Wild Alaskan Company mission, sustainable food systems, and brand building.

*If you have a comparable depth of professional experience, believe your skills are directly transferable, and are passionate about our mission, please apply!

The starting salary range for this position is $100,000 - $115,000, commensurate with skills and experience. Wild Alaskan’s benefits package includes health, vision, and dental insurance, 401k, PTO, safe/sick time, vacation, parental leave and more, as well as a delicious box of free fish every month.