Lifecycle Marketing Manager

Position Summary

The Lifecycle Marketing Manager will own the customer journey from first visit to loyal advocate. This role is the driving force behind our email, SMS, and push marketing programs: building the automations, segments, and campaigns that turn one-time shoppers into repeat customers, repeat customers into evangelists, and winning back customers who have drifted away. This position will help lead our loyalty program, working to grow enrollment and deepen engagement across our dispensary locations.

This is a hands-on, builder role and the primary owner of our lifecycle channels, working closely with the Head of Digital Marketing and broader marketing team to set strategy and then executing it end-to-end, from segmentation logic to building campaigns and automations to performance reporting.

Responsibilities & Duties

• Own lifecycle channels end-to-end: Build and manage email, SMS, and push notification marketing as an integrated system, ensuring consistent messaging and cadence across all three.

• Build and maintain automations: Design, launch, and continuously optimize automated flows across the customer lifecycle.

• Segment the customer base: Develop and refine segmentation strategies to ensure the right message reaches the right customer at the right time.

• Manage the full customer lifecycle: Map and optimize the journey from first-time visitor to acquisition, activation, retention, reactivation of lapsed customers, and ultimately evangelism/advocacy, identifying moments where targeted lifecycle marketing can shift behavior.

• Grow the loyalty program: Serve as the marketing team's point person for the loyalty program, partnering cross-functionally to grow enrollment, increase engagement with rewards, and identify new ways to make the program a retention driver.

• Test and optimize: Run A/B tests on digital communications and use results to continuously improve.

• Report on performance: Track and report on key lifecycle metrics and translate results into recommendations.

• Maintain list health and compliance: Ensure sending practices, opt-in/opt-out processes, and messaging comply with applicable regulations (including cannabis-industry-specific advertising restrictions) and platform/carrier best practices.

• Collaborate cross-functionally: Partner with the digital, brand/creative, and retail teams to align lifecycle campaigns with broader marketing calendars, promotions, and store-level priorities.

• Perform other duties as assigned.

Qualifications & Skills

• Must be at least 21 years of age.

• Preferred BA/BS or equivalent with 5+ years of experience in lifecycle, CRM, retention, or email/SMS marketing, with direct hands-on ownership of campaigns and automations.

• Demonstrated experience building multi-step automated flows and segmentation strategies in a marketing automation or ESP platform.

• Experience managing SMS/text marketing programs, including compliance considerations.

• A track record of using data to drive decisions; comfortable pulling and interpreting performance metrics to support strategy.

• Strong project management skills; able to juggle multiple campaigns, automations, and stakeholders simultaneously.

• Comfortable working in a fast-paced, multi-state retail environment where priorities can shift quickly.

• Comfortable with ambiguity. This is an early-stage function where you'll refine existing automations and processes, while also building new ones.

• Proficiency in sales fulfillment software and Microsoft Office Suite (especially Excel).

• Ability to work independently and as part of a team in a fast-paced environment.

• Must have reliable transportation.

• Must be able to pass a background check in accordance with state regulations.

Competencies

• Dependability & Flexibility

• Interpersonal Communication

• Results Focused

• Behave in a manner that is positive, productive, cooperative, and encourages teamwork.

Physical Requirements

• Sitting, standing, and walking for several hours at a time

• Ability to travel by car may be required

• Close visual acuity needed to read and write documents on a computer screen

• Manual dexterity needed to type on a computer

• Speaking and hearing required when conducting presentations or making sales calls

Workplace Environment

• General office environment when reporting to administrative office location

• Exposure to changing weather conditions while traveling depending on season

• Occasional exposure to cannabis odor when visiting grow facilities.

• Potential travel to INSA locations and/or to attend events.

Pay range: $86,400.00 - $131,300.00

Insa is a multi-state employer, and this is the company-wide pay range. Offers will be provided in accordance with state-specific minimum wage guidelines.