Sr. Lifecycle Marketing Manager

About Willow: Willow https://www.startwillow.com Willow is redefining healthcare by making confidence-driven, aesthetic outcomes a valid reason for care. We're hiring a Lifecycle Marketing Manager to own how we communicate with patients and customers across their full relationship with Willow, and to help lead our migration to Braze. What You'll Own - Lifecycle Strategy & Retention — Own the full patient journey: nurture, onboarding, engagement, retention, winback, reactivation. Build behavioral/transactional segmentation (not just demographics) to increase LTV and reduce churn. Run a testing roadmap across messaging, cadence, and personalization, measured against retention and LTV — not just opens/clicks. - Braze Migration & MarTech — Help lead Willow's migration to Braze: architecture, audiences, attributes, triggers, canvases. Build automated journeys across email, SMS, and other channels. Set standards for naming, QA, and governance. - Data & Infrastructure — Partner with Product/Eng/Analytics to define the events and attributes lifecycle needs. Audit tracking gaps and translate marketing needs into clear technical specs. Comfortable enough with event schemas and customer profiles to work directly with technical teams. - Multi-Brand & Commerce — Own lifecycle for Willow's Shopify-powered OTC line (welcome, cart, post-purchase, replenishment). Manage Kiosk-related comms. Coordinate transactional and marketing comms across prescription, OTC, and Kiosk into one experience. What Success Looks Like Braze becomes a trusted, well-structured platform. Journeys shift from calendar-driven to behavior-driven. Churn signals get caught earlier. Retention and LTV visibly improve, measurably. Must-Haves - 5+ years in lifecycle, CRM, or retention marketing - Direct B2C marketing experience is required — this role sits inside a consumer-facing, high-volume customer base, not B2B - Strong hands-on Braze experience — migration or major restructuring a plus - Experience with Customer.io or a comparable platform - Solid grasp of lifecycle data architecture: events, attributes, segmentation, triggers - Track record improving retention/churn/LTV through automated journeys (not batch-and-blast) - Shopify lifecycle/ecommerce experience - Comfortable owning both promotional and transactional comms Bonus Points - Healthcare, telehealth, or regulated-industry background - SQL fluency or self-serve comfort with customer data - Experience with Segment, Snowflake, BigQuery, Hightouch/Census - Multi-brand/multi-storefront lifecycle experience - Built churn models or predictive segments Who Thrives Here Someone who moves fluidly between "what should we say to this patient?" and "do we have the data to know when to say it?" — thinking in states, triggers, and systems, not just campaigns.