Sr. Lifecycle Marketing Manager
Willow https://www.startwillow.com 通过将以信心为导向的美学成果作为医疗护理的合理理由，重新定义了医疗保健。我们正在招聘一位生命周期营销经理，负责在患者和客户与Willow的整个关系中与他们沟通，并帮助引领我们向Braze的迁移。
你将负责
- 生命周期策略与留存 —— 负责完整的患者旅程：培育、入职、参与、留存、召回、重新激活。构建行为/交易性分群（不仅仅是人口统计），以提高LTV并减少流失率。在信息、频率和个性化方面制定测试路线图，以留存率和LTV为衡量标准——而不仅仅是打开率/点击率。
- Braze迁移与MarTech —— 帮助引领Willow向Braze的迁移：架构、受众、属性、触发器、画布。在邮件、短信和其他渠道上构建自动化旅程。建立命名、质量保证和治理的标准。
- 数据与基础设施 —— 与产品/工程/分析团队合作，定义事件和属性的生命周期需求。审计跟踪缺口，并将营销需求转化为清晰的技术规范。对事件模式和客户档案有足够了解，能够直接与技术团队协作。
- 多品牌与电商 —— 负责Willow基于Shopify的OTC产品线的生命周期（欢迎、购物车、购买后、补货）。管理与自助机相关的通讯。协调处方药、OTC和自助机的交易性和营销通讯，打造统一的体验。
成功的表现
Braze成为值得信赖、结构良好的平台。旅程从日历驱动转变为行为驱动。流失信号被更早发现。留存率和LTV明显提升，可量化。
必备条件
- 5年以上生命周期、CRM或留存营销经验
- 必须有直接的B2C营销经验——该职位位于面向消费者的高流量客户群体中，而非B2B
- 熟练掌握Braze——迁移或重大重构经验优先
- 使用过Customer.io或其他类似平台的经验
- 对生命周期数据架构有扎实的理解：事件、属性、分群、触发器
- 有通过自动化旅程提升留存率/流失率/LTV的记录（非批量发送）
- 具有Shopify生命周期/电商经验
- 能够同时负责促销和交易性通讯
加分项
- 医疗健康、远程医疗或受监管行业的背景
- 熟练使用SQL或对客户数据有自助能力
- 有相关经验
查看英文原文
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.