Lifecycle Marketing Manager
Lifecycle Marketing Manager
Location: Copenhagen
About the Role
We're looking for a Lifecycle Marketing Manager to own the customer journey after first purchase, turning one-time buyers into repeat customers and loyal advocates. You'll be hands-on across email, SMS, app, and loyalty, building the retention engine that drives repeat purchase rate and LTV for the brand.
This is a builder role: part strategist, part hands-on operator. You'll set the retention roadmap and also be in the tools yourself: building flows, sending emails/SMS, updating the app, segmenting audiences, and reading the data closely enough to know what's actually working.
What You'll Own
Repeat rate & LTV: You are directly accountable for improving repeat purchase rate, purchase frequency, and LTV:CAC across markets.
Email & SMS: Build, test, and optimize the full lifecycle calendar: welcome series, post-purchase flows, replenishment/reorder triggers, win-back and reactivation, VIP/loyalty communications, and browse/cart abandonment as well as manage always on email/SMS marketing.
App lifecycle: Drive app engagement and retention through push notifications, in-app messaging, and lifecycle moments tied to the app experience (installs, repeat opens, in-app purchase behavior).
Loyalty program: Own the loyalty/rewards program end-to-end: tier structure, point mechanics, benefit gating, gifting, member communications, and performance reporting. Continuously test ways to make loyalty a stronger driver of repeat behavior.
Segmentation & personalization: Build customer segments based on behavior, cohort, purchase history, and value tier; personalize messaging and offers accordingly rather than relying on blanket sends.
Testing & optimization: Run structured A/B and multivariate tests across subject lines, send times, flow logic, and offers; report results and iterate quickly.
Cross-functional partnership: Work closely with CRM/data, creative, performance marketing, and product teams to align lifecycle efforts with broader brand campaigns, collection launches, and merchandising priorities.
Reporting: Own lifecycle KPI reporting (repeat rate, LTV, retention curves, flow-level performance, loyalty enrollment/redemption) and translate findings into a clear roadmap for leadership.
Funnel optimization: Look beyond lifecycle channels to the full customer funnel: partner with performance marketing on acquisition-to-first-purchase conversion, and with product/CRO on onsite experience (landing pages, pop up, PDP, checkout) to identify and close drop-off points that affect repeat behavior downstream. You own where the funnel touches retention; you influence the rest.
What We're Looking For
3–6+ years in lifecycle/CRM/retention marketing, ideally at a DTC or fashion/apparel brand.
Hands-on expertise in an ESP/CRM platform (e.g., Klaviyo, Braze, Iterable, or similar) — you should be comfortable building flows and segments yourself, not just briefing them.
Experience with SMS marketing platforms and app engagement/push tools.
Direct experience owning or heavily contributing to a loyalty program.
Strong analytical fluency — comfortable with cohort analysis, LTV modeling, and translating data into action, not just reporting metrics.
A sharp eye for brand and copy — lifecycle marketing at a fashion brand still needs to sound and look like the brand, not like generic retention spam.
Test-and-learn mindset with a bias toward shipping and iterating quickly.
Excellent cross-functional collaborator who can work with data, creative, and performance teams without needing heavy hand-holding.
Nice to Have
Experience in global DTC fashion or lifestyle brands.
Experience with in-app live shopping, gamified loyalty mechanics, or community-driven retention programs.