CRM & Lifecycle Marketing Manager

[solidcore] is seeking a CRM & Lifecycle Marketing Manager to join our Marketing team at HQ in Arlington, Virginia. This role owns the strategy and execution of the existing member lifecycle, from initial membership through tier upgrades, loyalty engagement, churn prevention, and winback, ensuring every touchpoint drives measurable impact on client lifetime value (LTV).

Reporting to the Senior Director, Lifecycle and Marketing Operations, you will lead specific lifecycle programs end-to-end: setting the strategy, building the execution plan, and partnering with cross-functional teams to bring it to life. This role blends strategic ownership with hands-on execution, and is a strong fit for someone who wants to grow into broader lifecycle leadership.

The ideal candidate has a track record of building and optimizing CRM programs, is comfortable owning a roadmap independently, and brings a strong point of view on what drives long-term member engagement and retention.

Lifecycle Strategy & Program Ownership

• Own the strategy and roadmap for existing-member programs, including membership tier upgrades (e.g., MTM to Committed), churn prevention, milestone/loyalty engagement, and member winback, from concept through measurement.

• Lead strategy and execution for the milestone and loyalty program, from initial build through launch and ongoing optimization, to reinforce engagement and reduce churn risk.

• Shape strategy and lead execution for member-related flows supporting the new modality launch.

• Spearhead lifecycle strategy for international market expansion beginning in 2027, building foundational CRM programs as new markets come online.

• Support member-related execution for national partnership campaigns (e.g., Core Collective), ensuring these initiatives support engagement and retention goals for existing members.

• Design and continuously optimize member journeys in Klaviyo, balancing automation with the flexibility to layer in seasonal or brand-driven moments.

• Partner with Studio Operations and Field teams to align retention messaging with in-studio member experience, ensuring CRM programs reinforce (rather than duplicate) staff-led touchpoints.

• Lead creative review for lifecycle campaigns, providing strategic direction and feedback to internal and agency creative partners to ensure work is on-brand and performance-driven.

Data-Driven Optimization

• Analyze campaign and journey performance against key retention metrics (churn by membership type, cohort LTV, winback conversion rate, membership upgrade rate), and translate findings into a prioritized optimization plan.

• Own a regular reporting cadence for owned programs, feeding key insights and progress into weekly, monthly, and quarterly business reviews.

• Lead A/B testing across owned programs, and build a point of view on what's working and why.

• Use AI tools both to speed up execution (drafting copy variants, summarizing performance data) and to support strategic work, like surfacing patterns in client behavior data or stress-testing segmentation logic, while ensuring outputs are validated before use in decision-making.

Cross-Functional Partnership

• Partner with Digital, Brand, Field, and Strategy teams to ensure lifecycle programs are aligned with broader marketing initiatives and reflect current brand and tone standards.

• Partner with GrowthMinded and Strategy on retention and LTV reporting, ensuring metrics used in CRM decision-making stay consistent with company-wide definitions.

• Represent the Lifecycle team in cross-functional planning for major retention-focused initiatives (e.g., loyalty program rollout, member experience updates, international expansion), ensuring lifecycle programs are built into the plan from the start.

• Brief and manage day-to-day workstreams with growth and lifecycle marketing agencies, ensuring deliverables meet [solidcore] brand standards and program timelines.

• 3-5 years of experience in lifecycle marketing, CRM, or retention strategy, preferably in fitness, health & wellness, or a subscription-based business.

• Hands-on experience owning campaigns and journeys in a CRM/marketing automation platform; experience with both Klaviyo and Axle strongly preferred.

• Track record of using data to drive lifecycle strategy decisions; comfort working in tools like Tableau or Looker.

• Experience building marketing strategies that tell a clear story and gain buy-in across stakeholders, not just report on past performance.

• Experience mentoring or providing feedback to junior team members, even informally.

• Comfortable using AI tools to accelerate both tactical work (copy drafts, reporting summaries) and strategic work (data synthesis, segmentation exploration), with sound judgment on when outputs need human validation.

• Strong project management skills, with the ability to own a roadmap independently and manage multiple priorities in a fast-paced environment.

• Clear, confident communicator, comfortable presenting recommendations to senior stakeholders.

• Competitive base salary $85,552-$97,282, based on experience
• Bonus eligibility based on performance
• Monthly cell phone stipend
• 401(k) with employer match
• Medical, dental, and vision insurance
• Paid parental leave and parental pay benefits
• Free telehealth services
• Employee Assistance Program (EAP)
• Pre-tax commuter benefits
• Flexible PTO
• Free drop-in classes at [solidcore]
• And more!