You will build and run the full lifecycle engine for Maven's consumer products, from first touch through long-term retention. You will architect and own the consumer lifecycle roadmap, including pre-purchase nurture, conversion flows, post-purchase engagement, win-back, and healthcare-specific journeys such as Rx notifications, refill reminders, and clinical milestone communications. You will lead lifecycle go-to-market for new program launches and build automated flows directly in Braze across email, SMS, push, and in-app channels, using complex segmentation, Liquid logic personalization, and journey QA. You will act as a system steward for lifecycle infrastructure, partner closely with engineering on event schema design and data triggers, and use AI-assisted tools to draft copy and prototype designs. You will maintain a modular email design system, own the lifecycle experimentation program with rigorous A/B testing, monitor funnel performance, and translate insights into roadmap recommendations. You will close the feedback loop between member behavior and content strategy, ensure all communications meet HIPAA and healthcare compliance requirements, and collaborate cross-functionally with product, engineering, clinical, and content teams.
Responsibilities
- Architect and own the full consumer lifecycle roadmap from pre-purchase nurture through post-purchase engagement and retention
- Lead lifecycle go-to-market for new program launches, owning the full communications plan
- Build and operate automated flows in Braze across email, SMS, push, and in-app channels
- Maintain journey hygiene, integration health, and a scalable Braze architecture
- Partner with engineering on event schema design, data triggers, and Braze integrations
- Design and use AI-assisted tools to draft email copy and prototype designs
- Maintain and evolve a modular email design system
- Own the lifecycle experimentation program, designing and analyzing A/B tests
- Monitor funnel performance and translate insights into roadmap recommendations
- Analyze replies, unsubscribe signals, and engagement data to inform messaging strategy
- Ensure all lifecycle communications meet HIPAA and healthcare compliance requirements
- Collaborate cross-functionally with product, engineering, clinical, and content teams
Requirements
- 5–8 years of experience in lifecycle marketing, with meaningful time in DTC health, wellness, or similarly regulated consumer categories
- Deep fluency across the full DTC lifecycle funnel, including acquisition nurture, abandoned checkout, post-purchase onboarding, win-back, loyalty, and healthcare-specific journeys
- Braze power user experience building complex canvases, event-triggered flows, Liquid logic personalization, A/B experiments, and segmentation
- Strong technical and data fluency, including reading event schemas, writing trigger specs, and troubleshooting flow issues
- Experience leading lifecycle for new product or program launches
- Strong product instincts and ability to engage effectively with PMs
- Working knowledge of email deliverability, list hygiene, and domain authentication
- HIPAA-aware with ability to communicate appropriately in regulated health contexts
- Comfortable using AI tools to accelerate copy drafting and design iteration
- Strong analytical instincts with ownership of lifecycle performance reporting
- Familiarity with Mixpanel for funnel analysis strongly preferred
- Working knowledge of Customer.io strongly preferred
- Active work authorization in the US
Benefits
- Employer-covered health, dental, and insurance plan options
- Maven for Mavens: access to the full platform and specialists including mental health, reproductive health, family planning and pediatrics
- Wellness partnerships
- Hybrid work, in-office meals, and work together days
- 16 weeks 100% paid parental leave and new parent stipend
- Annual professional development stipend and access to a personal career coach
- 401K matching with immediate vesting
- Equity