Lifecycle Marketing Manager (Leads & Reactivation)

Classpass; United States; Remote; USD 90,000 - 130,000; Full time

Job summary

Playlist seeks a Lifecycle Marketing Manager (Leads & Reactivation) to design and execute programs that bring back lapsed users and convert new leads across email, push, in-app, and SMS. You will own strategy, messaging, and measurement, collaborating with Product, Creative, Analytics, and FP&A.

You’ll work hands-on in Braze and our in-house tools, building an experimentation roadmap to improve reactivation, lead conversion, and engagement.

Qualifications

• 3+ years in growth marketing, lifecycle or CRM marketing, analytics, or data-driven marketing.
• Hands-on experience with user acquisition, growth marketing, including lead generation and paid/owned channels.
• Experience owning lifecycle programs from strategy through execution and optimization.
• Strong analytical skills to turn data into insights, testing plans, and recommendations.
• Experience designing testing strategies, running A/B tests, improving campaign performance.
• Strong project management and organizational skills with multiple programs.
• Strong Excel skills and basic SQL knowledge.
• Familiarity with Braze and project-management tools such as Asana or Jira.

Responsibilities

• Own the strategy and roadmap for reactivating lapsed users and converting new leads via lifecycle channels.
• Analyze engagement, cohort and behavior data to uncover reactivation and churn drivers.
• Build and manage the experimentation roadmap across messaging, incentives, audiences, and timing.
• Launch and scale lifecycle campaigns from ideation through rollout using Braze and in-house tools.
• Design, run, and analyze A/B tests to improve reactivation and engagement KPIs.
• Map consumer flows, identify friction points, and propose scalable testing opportunities.
• Define lifecycle KPIs, maintain reporting, and share insights with stakeholders; partner with teams to align priorities.

Skills

Growth marketing

Lifecycle/CRM

Analytics

A/B testing

Lead generation

Project management

Excel

SQL

Asana/JIRA

Tools

Braze

Asana

JIRA

Job description

At Playlist, life’s richest moments happen when people step away from screens to move, connect, explore, and play. We’re building the definitive platform for intentional living, connecting people with inspiring experiences in fitness, wellness, and beyond. With popular brands like Mindbody and ClassPass, Playlist empowers businesses and individuals, making it effortless for aspirations to become actions. Join us in reshaping technology’s role to foster meaningful, real-world connections.

ClassPass offers thousands of fitness and wellness experiences worldwide, helping people lead active, balanced lifestyles. Our platform makes discovering and enjoying activities simple, personalized, and joyful—whether it’s fitness classes, self-care sessions, a healthy lunch, or a new adventure. Join us in shaping healthier, more vibrant communities around the globe.

Lifecycle Marketing Manager (Leads & Reactivation)

The Role You’ll Play As the Lifecycle Marketing Manager (Leads & Reactivation), you’ll develop and execute lifecycle programs that bring lapsed and churned users back into the experience and help convert new leads through owned channels including email, push, in-app, and SMS.

Reactivation will be the primary focus of this role, with an emphasis on understanding user behavior, identifying growth opportunities, and turning insights into high-impact campaigns. You’ll work hands-on in Braze and in-house tools while partnering closely with Product, Creative, Analytics, and Finance to shape programs that improve reactivation, lead conversion, and engagement. This role is ideal for someone who can move confidently between strategy and execution, bring structure to complex work, and use data to form a clear point of view.

• Own the strategy and roadmap for reactivating lapsed and churned users and converting new leads through lifecycle channels including email, push, in-app, and SMS
• Analyze engagement, cohort, and customer behavior data to uncover drivers of reactivation, lead conversion, and churn recovery
• Build and manage the experimentation roadmap across messaging, incentives, audiences, channel mix, and timing
• Launch and scale lifecycle campaigns from ideation through rollout using Braze and in-house tools
• Design, run, and analyze A/B tests that improve KPIs such as reactivation rate, lead-to-activation rate, and engagement
• Map consumer flows, identify friction points, and recommend scalable solutions or short-term testing opportunities - Define lifecycle KPIs, maintain reporting, and share clear insights, forecasts, variance explanations, and recommendations with stakeholders
• Partner with Creative, Product, Analytics, and FP&A to align lifecycle priorities and drive high-impact growth initiatives

Experience You Bring

• 3+ years of experience in growth marketing, lifecycle or CRM marketing, consulting, analytics, or a data-driven marketing role
• Hands-on experience with user acquisition or growth marketing, including lead generation, conversion, and paid or owned acquisition channels
• Experience owning lifecycle programs from strategy through execution, measurement, and optimization
• Strong analytical skills, with the ability to turn data into actionable insights, testing plans, and business recommendations
• Experience designing testing strategies, running A/B tests, and using results to improve campaign performance
• Strong project management and organizational skills, with the ability to manage multiple programs and campaigns with minimal oversight
• Strong Excel skills and working knowledge of basic SQL for self-serve data pulls
• Familiarity with Braze or a comparable email or lifecycle service provider, and experience using project management software such as Asana or JIRA

The Company is an Equal Opportunity Employer. We highly value diversity at our company and encourage people of all different backgrounds, experiences, abilities and perspectives to apply. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, disability status, or other protected characteristics.

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