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Lifecycle Marketing Manager, Email/Push/In-app

Mountain View, CA

ID.me is building the identity layer of the internet — and with it, a category-defining brand. Marketing is at the center of that transformation, connecting ID.me with our members and customers. We build belief in our mission, trust in our products, and momentum for our growth — driving awareness, engagement, and transactions through the launch and scale of products and campaigns that resonate with members and customers alike. Together, we’re building an iconic brand and accelerating ID.me’s growth to make life safer and easier.

Role Overview
Location: Mountain View, CA (full-time in-office)

ID.me is seeking a strategic, creative, and execution-driven Lifecycle Marketing Manager to design and scale lifecycle programs that streamline onboarding, improve activation, engagement, and retention across in-app, email, push, and in-app channels.

This role blends analytical rigor with creative intuition — uncovering insights, refining targeting and messaging, and delivering high-performing, full-funnel campaigns that drive measurable growth. The ideal candidate thrives at the intersection of data, experimentation, and storytelling. You’ll lead innovation in AI-powered marketing automation, experimentation, and optimization frameworks, driving continuous learning and performance improvement.

Success will be measured by tangible business outcomes — including installs, transactions, revenue growth, member engagement and retention — ensuring every campaign contributes to meaningful, measurable impact.

 

Responsibilities

  • Lifecycle Strategy & Execution
    • Own full lifecycle strategy across onboarding, activation, engagement, and retention.
    • Define journeys, segmentation, and messaging cadence across triggered and automated campaigns to maximize engagement and conversion.
    • Develop CRM roadmaps aligned with business goals and growth priorities.
    • Project-manage campaign development from concept through launch, analysis, and optimization.
  • Segmentation & Personalization
    • Leverage first-party data, behavioral insights, and predictive models to design personalized, high-impact member experiences across channels.
    • Build, test, and refine audience segments based on lifecycle stage, engagement patterns, and value potential to deliver relevant content at the right moment.
    • Use AI-driven workflows and automation to optimize content, timing, and delivery—ensuring communications feel timely, personal, and useful.
  • Experimentation & Testing
    • Lead the testing roadmap for lifecycle campaigns—running A/B and multivariate experiments to improve open rates, click-throughs, conversion, and LTV.
    • Analyze funnel performance to identify drop-off points and optimize timing, messaging, and creatives.
  • Reporting & Insights 
    • Partner with Analytics to define KPIs, build dashboards, and measure performance at both the campaign and lifecycle level.
    • Translate data into actionable recommendations that inform strategy, guide prioritization, and improve member engagement.
    • Document learnings and develop scalable playbooks to share insights, drive alignment, and elevate lifecycle performance across teams.
  • Cross-Functional Collaboration 
    • Partner with Product, PMM, Engineering, MarTech, and Data Science teams to enhance lifecycle infrastructure—enabling event triggers, advanced targeting, and automation capabilities.
    • Collaborate with Campaign Operations and Design to launch campaigns with precision, quality, and speed.

 

Qualifications

The qualifications below are ideal, but not all are required.  We encourage candidates to apply if they satisfy some, but not all of the qualifications.

  • 5–7+ years of experience in lifecycle, CRM, or email marketing at a high-growth consumer, marketplace, or eCommerce company is strongly preferred.
  • Hands-on experience with CRM and marketing automation platforms such as Braze, Iterable, Salesforce Marketing Cloud, or similar ESPs and segmentation tools.
  • Strong grasp of lifecycle channels and segmentation, and experience developing cross-channel programs that drive engagement and retention.
  • Strong analytical skills and ability to extract insights from dashboards, funnel metrics, and campaign analytics to inform strategy.
  • Experience with Tableau, Mixpanel, Looker is a plus.
  • Experience with A/B testing, experimentation frameworks, and campaign optimization.
  • Familiarity with AI-driven personalization and predictive modeling is a strong plus.
  • Excellent communication and collaboration skills—comfortable working with Product, PMM, Engineering, MarTech, Design, and Data Science teams.
  • Ability to balance strategy with hands-on execution—from journey mapping and opportunity sizing to writing copy, QAing campaigns, and optimizing workflows directly in platform tools.
  • Thrives in 0-1 environments—comfortable testing, building, and scaling new programs quickly.
  • Bachelor’s degree required; advanced degree a plus.

Ideal candidate also has:

  • Passion for delivering the right message, to the right audience, through the right channel, at the right time.
  • Comfort operating in dynamic environments with evolving priorities.
  • A self-starter mindset with strong ownership, curiosity, and drive for continuous improvement.
  • A team-first attitude with a bias for collaboration and results.

The annual base salary listed does not include a company bonus, incentive for sales roles, equity and benefits which will be determined based on experience, skills, education, relevant training, geographic location and role. 

ID.me offers comprehensive medical, dental, vision, health savings account, flexible spending accounts (medical, limited purpose, dependent care, commuter benefit accounts), basic and voluntary life and AD&D insurance, 401(k) with company match, parental leave, ability to participate in unlimited paid time off subject to the terms and conditions of the PTO policy, including 8 company wide holidays, short and long-term disability insurance, accident and critical illness insurance, referral bonus policy, employee assistance program, pet insurance, travel assistant program, wellbeing and childcare discounts, benefit advocates, and a learning and development benefit.

The above represents the anticipated total rewards package for this job requisition. Final offers may vary from the amount listed based on qualifications, professional experiences, skills, education, relevant training, geographic location, and other job related factors.

Mountain View, CA Pay Range

$158,500 - $226,800 USD

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