Senior Lifecycle Marketing Manager

Lyka; Sydney; Hybrid; AUD 120,000 - 160,000; Full time

Benefits offered by this job

Hybrid work model

Pet‑friendly offices

L&D budget

Parental leave top‑up

Wellbeing support

Dog care discounts

Job summary

Lyka, an Australian‑founded pet wellness company, is hiring a Senior Lifecycle Marketing Manager to own the lifecycle strategy across D2C and partnerships. You will lead a four‑person team, shaping campaigns from lead to loyalty and referrals, and partner with Growth, CX, Product and Data.

You’ll manage the Customer Engagement platform, drive experimentation, and define a future tech roadmap while maintaining a data‑driven, customer‑first approach.

Qualifications

• 7+ years in Lifecycle, CRM or retention marketing, ideally in D2C or ecommerce.
• Proven people leadership of a multi‑discipline team.
• Strong understanding of customer lifecycle mapping and segmentation.
• Hands-on experience with email and SMS marketing and marketing automation.

Responsibilities

• Own the lifecycle strategy, roadmap and performance across the full customer journey.
• Lead and develop the Lifecycle team of 4 across D2C and Partnerships.
• Partner with Growth, CX, Product and Data to align lifecycle activity with goals.
• Own the Customer Engagement platform and govern standards, deliverability and innovation.
• Define future Lifecycle tech roadmap and drive capability improvements.
• Foster innovation, testing, measurement and insight‑led improvements.

Skills

Lifecycle marketing

People leadership

Customer journey mapping

Email & SMS marketing

Marketing automation

Data analytics

Cross-functional collaboration

Communication

Strategic thinking

Tools

Customer.io

Braze

CRM platforms

Job description

Who are we?

Lyka is an Australian founded pet wellness company that’s shaking up an outdated industry and paving the way for happier, healthier pets. Despite medical advancements, animal lifespans are on the decline. Today, the average pet only reaches 37% of their full potential lifespan and statistics have shown us that many suffer from dental disease, cancer, and obesity. Simply put, the status quo is not enough.

As humans, we’ve experienced firsthand the positive impact fresh wholefoods can have on our health and wellbeing, and we believe our furry friends deserve the same. We're on a mission to do just that, starting with nutritionally balanced, wholefood meals delivered direct to doors around Australia. As the world’s most sustainable pet wellness company, we’re putting pets and our planet first - one bowl at a time.

Today, we are proud to share we’ve served over 100 million meals to puppers and their parents across Australia, and this is just the beginning. Our vision is to create multiple nutritional products, adding disease prevention meals and supplements, and expand into new markets.

Currently, we have a team of 250+ pet-obsessed people, and we're continuing to grow (yes, looking at you!). These carefully selected people are dedicated to building the next generation of technology and products to help empower pet parents to take control over their pet’s wellbeing.

Our Mission

The time we share with our pets is being cut short. Despite medical advancements, they’re getting sicker earlier. They’re dying prematurely. The industry has it backwards - prioritising treating symptoms instead of addressing the root cause. That’s where we come in.

At Lyka, we take a preventative, holistic and personalised approach to pet care. We look at the full picture, factoring in the diet, lifestyle and environment of each individual animal.

We don’t stop at symptoms, instead we dig for the root cause. We create nutrition plans unique to each pet, because it’s not just about living longer, but living well too.

Lyka’s mission is to set the new standard in pet nutrition so dogs and cats thrive into their 20s.

The Role

The Senior Lifecycle Marketing Manager sits at the intersection of Marketing, Growth and CX. You will lead a team of four, owning the strategy end-to-end for the Lifecycle team.

What you’ll do:

• Own the strategy, roadmap and performance of Lifecycle Marketing across the full customer journey, from lead conversion to loyalty and referrals
• Lead and develop the Lifecycle team of 4, across D2C and Partnerships
• Partner with Growth, CX, Product & Data teams to align lifecycle activity with wider business goals
• Own our Customer Engagement platform, supporting our Marketing Automation Lead to govern standards, deliverability, best practice and innovation
• Be the domain expert, keeping up to date with industry and technology best practice, defining our future Lifecycle tech roadmap and enhancing capability
• Foster a culture of innovation, testing, measurement and insight-led improvement
• Live and work in accordance with Lyka’s values and principles at the workplace

• 7+ years in Lifecycle, CRM or Retention Marketing (ideally in D2C or e-commerce)
• Proven people leadership of a multi-discipline team, balancing being a coach and a contributor
• Strong understanding of customer lifecycle journey mapping, customer segmentation and personalisation
• Knowledge of best practice for email and SMS marketing, and a strong understanding of what’s new and emerging in the industry
• Hands‑on experience with Marketing Automation or Customer Engagement Platform(s) (ideally Customer.io, Braze or similar)
• Strong analytical skills and the ability to use data to identify and prioritise opportunities
• Ability to deliver in a fast‑paced environment with a positive, can‑do attitude, and to enjoy working in a small, focused team
• Strong cross‑functional collaboration and project management skills, with excellent literacy and communication skills, and attention to detail
• Strategic and creative thinking with a clear lens on the customer lifecycle journey
• Finally, you have to love dogs!

• Work in a fast‑growing start‑up, experiencing what goes behind the scenes to sustain hyper‑growth for a start‑up with a physical product!
• Growth and Development - Lyka is growing extremely quickly, which means you will have the opportunity to experience different challenges every day and progressively acquire more responsibilities as our facility and team expands. We provide an annual L&D budget for you to continue your personal development.
• Work for a sustainability focused company - we care about the health of our dogs and our planet. We’re proud to be Australia’s only carbon‑negative and plastic‑negative pet company and we’re always looking at ways for us improve sustainability practices.
• Be part of a diverse top talent team, coming from widely different backgrounds and geographies.
• Up to 18 weeks of paid parental leave top‑up.
• Wellbeing assistance and tools to take care of your mental and physical wellbeing so you can do your best work.
• Hybrid working - 3 days per week in office. We have pet‑friendly offices and industrial kitchens in Sydney and Melbourne. Onsite days are required during your onboarding.
• Pupper parent support to care for your furry friends - flexible arrangements for new pets, pet‑friendly offices, discounts, and financial allowance for dog training and care to help them live their best life!

We are committed to building inclusive and diverse teams

Lyka is an equal opportunity employer devoted to providing a working environment that embraces and values diversity and inclusion. We celebrate diversity, are devoted to creating an inclusive environment for all staff and encourage people of all backgrounds to apply. If you have any support or access requirements, we encourage you to advise us at the time of application.