Lifecycle Marketing Manager

The Hub/Danske Bank; København; On-site; DKK 600,000 - 900,000; Full time

Job summary

The Hub in Copenhagen is seeking a Lifecycle Marketing Manager to own the customer journey after first purchase, turning one-time buyers into repeat customers and loyal advocates across email, SMS, app, and loyalty programs.

This is a builder role: set the retention roadmap and also be in the tools yourself—building flows, sending emails/SMS, updating the app, segmenting audiences, and reading the data closely enough to know what’s actually working.

Qualifications

• 3–6+ years in lifecycle/CRM/retention marketing, ideally at a DTC or fashion/apparel brand.
• Hands-on expertise in an ESP/CRM platform (e.g., Klaviyo, Braze, Iterable, or similar) — you should be comfortable building flows and segments yourself, not just briefing them.
• Experience with SMS marketing platforms and app engagement/push tools.
• Direct experience owning or heavily contributing to a loyalty program.
• Strong analytical fluency — cohort analysis, LTV modeling, and translating data into action.
• A sharp eye for brand and copy — lifecycle marketing at a fashion brand still needs to sound and look like the brand, not like generic retention spam.
• Test‑and‑learn mindset with a bias toward shipping and iterating quickly.
• Excellent cross‑functional collaborator who can work with data, creative, and performance teams without needing heavy hand‑holding.

Responsibilities

• Repeat rate & LTV: You are directly accountable for improving repeat purchase rate, purchase frequency, and LTV:CAC across markets.
• Email & SMS: Build, test, and optimize the full lifecycle calendar: welcome series, post‑purchase flows, replenishment/reorder triggers, win‑back and reactivation, VIP/loyalty communications, and browse/cart abandonment as well as manage always on email/SMS marketing.
• App lifecycle: Drive app engagement and retention through push notifications, in‑app messaging, and lifecycle moments tied to the app experience (installs, repeat opens, in‑app purchase behavior).
• Loyalty program: Own the loyalty/rewards program end‑to‑end: tier structure, point mechanics, benefit gating, gifting, member communications, and performance reporting. Continuously test ways to make loyalty a stronger driver of repeat behavior.
• Segmentation & personalization: Build customer segments based on behavior, cohort, purchase history, and value tier; personalize messaging and offers accordingly rather than relying on blanket sends.
• Testing & optimization: Run structured A/B and multivariate tests across subject lines, send times, flow logic, and offers; report results and iterate quickly.
• Cross‑functional partnership: Work closely with CRM/data, creative, performance marketing, and product teams to align lifecycle efforts with broader brand campaigns, collection launches, and merchandising priorities.
• Reporting: Own lifecycle KPI reporting (repeat rate, LTV, retention curves, flow‑level performance, loyalty enrollment/redemption) and translate findings into a clear roadmap for leadership.
• Funnel optimization: Look beyond lifecycle channels to the full customer funnel: partner with performance marketing on acquisition‑to‑first‑purchase conversion, and with product/CRO on onsite experience (landing pages, pop up, PDP, checkout) to identify and close drop‑off points that affect repeat behavior downstream. You own where the funnel touches retention; you influence the rest.

Skills

Lifecycle marketing

CRM platforms

Data analytics

Copywriting

Test & learn

Cross-functional collaboration

Tools

Klaviyo

Braze

Iterable

Job description

Lifecycle Marketing Manager

Location: Copenhagen

About the Role

We're looking for a Lifecycle Marketing Manager to own the customer journey after first purchase, turning one-time buyers into repeat customers and loyal advocates. You'll be hands-on across email, SMS, app, and loyalty, building the retention engine that drives repeat purchase rate and LTV for the brand.

This is a builder role: part strategist, part hands‑on operator. You'll set the retention roadmap and also be in the tools yourself: building flows, sending emails/SMS, updating the app, segmenting audiences, and reading the data closely enough to know what's actually working.

What You'll Own

• Repeat rate & LTV: You are directly accountable for improving repeat purchase rate, purchase frequency, and LTV:CAC across markets.

• Email & SMS: Build, test, and optimize the full lifecycle calendar: welcome series, post‑purchase flows, replenishment/reorder triggers, win‑back and reactivation, VIP/loyalty communications, and browse/cart abandonment as well as manage always on email/SMS marketing.

• App lifecycle: Drive app engagement and retention through push notifications, in‑app messaging, and lifecycle moments tied to the app experience (installs, repeat opens, in‑app purchase behavior).

• Loyalty program: Own the loyalty/rewards program end‑to‑end: tier structure, point mechanics, benefit gating, gifting, member communications, and performance reporting. Continuously test ways to make loyalty a stronger driver of repeat behavior.

• Segmentation & personalization: Build customer segments based on behavior, cohort, purchase history, and value tier; personalize messaging and offers accordingly rather than relying on blanket sends.

• Testing & optimization: Run structured A/B and multivariate tests across subject lines, send times, flow logic, and offers; report results and iterate quickly.

• Cross‑functional partnership: Work closely with CRM/data, creative, performance marketing, and product teams to align lifecycle efforts with broader brand campaigns, collection launches, and merchandising priorities.

• Reporting: Own lifecycle KPI reporting (repeat rate, LTV, retention curves, flow‑level performance, loyalty enrollment/redemption) and translate findings into a clear roadmap for leadership.

• Funnel optimization: Look beyond lifecycle channels to the full customer funnel: partner with performance marketing on acquisition‑to‑first‑purchase conversion, and with product/CRO on onsite experience (landing pages, pop up, PDP, checkout) to identify and close drop‑off points that affect repeat behavior downstream. You own where the funnel touches retention; you influence the rest.

What We're Looking For

• 3–6+ years in lifecycle/CRM/retention marketing, ideally at a DTC or fashion/apparel brand.

• Hands‑on expertise in an ESP/CRM platform (e.g., Klaviyo, Braze, Iterable, or similar) — you should be comfortable building flows and segments yourself, not just briefing them.

• Experience with SMS marketing platforms and app engagement/push tools.

• Direct experience owning or heavily contributing to a loyalty program.

• Strong analytical fluency — comfortable with cohort analysis, LTV modeling, and translating data into action, not just reporting metrics.

• A sharp eye for brand and copy — lifecycle marketing at a fashion brand still needs to sound and look like the brand, not like generic retention spam.

• Test‑and‑learn mindset with a bias toward shipping and iterating quickly.

• Excellent cross‑functional collaborator who can work with data, creative, and performance teams without needing heavy hand‑holding.

Nice to Have

• Experience in global DTC fashion or lifestyle brands.

• Experience with in‑app live shopping, gamified loyalty mechanics, or community‑driven retention programs.