Lifecycle Marketing Lead

• Must live in the following states to be considered: Ohio, Michigan, Indiana, Illinois, Tennessee, Texas, Colorado, Montana, Rhode Island, Florida, Massachusetts, Nevada
• For local candidates who live within 45 miles of our Holland, OH headquarters, this role is hybrid after 60-day orientation period.
• For candidates outside of local area, this role would be primarily remote, but must be open to travel to HQ as required by the manager.

About the Company

What started in 1989 as a family-owned video rental store grew into a trusted partner dedicated to helping libraries thrive. A single suggestion to sell VHS tapes (remember those?) to public libraries inspired our founder, John Eldred to start Midwest Tape LLC – and set our mission in motion.

Fast forward to over 35 years later, we provide libraries across North America, New Zealand, and Australia with innovative products and equitable access to content. Backed by a passion for exceptional service and a deep understanding of library needs, we fuel libraries with unparalleled access to top-tier media content including physical media (audiobooks, DVDs, CDs, and read-a-longs) as well as our digital platform, Hoopla Digital.

Hoopla, available on iOS, Android, and desktop, combines our decades of media expertise with modern technology to deliver an all-in-one experience for libraries and their patrons. With one of the strongest catalogs in the digital library space, Hoopla empowers libraries to reach patrons wherever they are.

We proudly partner with our library partners and content providers to strengthen communities through access to educational resources and entertainment experiences. Since 1989, our commitment has remained the same: supporting libraries with solutions that make a difference because strong libraries build healthy communities.

About the Role

We're looking for a Lifecycle Marketing Lead to own and evolve how we engage Hoopla app users across every stage of their journey – from acquisition and onboarding through retention, loyalty, and win-back. This role sits at the intersection of strategy, analytics, creative, and technology, leading the development of personalized customer experiences that drive engagement, conversion, and lifetime value.

You'll own our lifecycle marketing roadmap (from inception through execution), partnering across Marketing, Product, Analytics, and Creative to build sophisticated customer journeys, develop a culture of experimentation, and continuously optimize performance. This is an ideal role for someone who enjoys equal parts strategy and execution and thrives on using data to improve customer experiences.

What You'll Do

• Owning the lifecycle marketing strategy

• Develop and execute the lifecycle marketing strategy across acquisition, onboarding, engagement, retention, loyalty, and win-back.
• Build and maintain a prioritized lifecycle roadmap aligned to business objectives and metrics.
• Identify opportunities to improve user engagement, conversion, retention, and lifetime value through thoughtful customer journey optimization.
• Champion a test-and-learn culture by developing hypotheses, prioritizing experiments, and applying learnings across future campaigns.

• Lead Braze & marketing automation

• Own the execution and optimization of lifecycle campaigns within Braze across email, push notifications, in-app messaging, and automated customer journeys.
• Build sophisticated user journeys using Canvas, segmentation, triggers, liquid personalization, and dynamic content.
• Ensure campaigns are accurately implemented, QA'd, and optimized to deliver measurable business impact.
• Continuously monitor campaign performance and recommend improvements based on customer behavior and engagement data.

• Drive experimentation & personalization

• Develop and manage a comprehensive A/B and multivariate testing roadmap across lifecycle marketing channels.
• Leverage behavioral, demographic, transactional, and engagement data to deliver increasingly personalized user experiences.
• Partner with Analytics to identify new audience segments, personalization opportunities, and growth initiatives.
• Analyze campaign performance and communicate actionable insights to stakeholders across the organization.

• Optimize digital experiences

• Manage website/app personalization initiatives and experimentation through Monetate or similar optimization platforms.
• Collaborate with Product teams to ensure consistent customer experiences across marketing channels and onsite touchpoints.
• Measure incremental impact and incorporate learnings into future customer journey strategies.

• Cross-functional partnership and collaboration

• Partner with Creative and Content teams to develop compelling customer communications that align with lifecycle objectives.
• Translate data and performance insights into clear creative direction and optimization recommendations.
• Work cross-functionally with Marketing, Product, Analytics, and Engineering to execute integrated customer experiences.
• Document testing results, establish best practices, and help build a scalable lifecycle marketing program.

What You'll Bring

• 5-7 years of experience in lifecycle marketing, CRM, retention marketing, or marketing automation.
• Bachelor’s Degree in Marketing, Business, or related field, or equivalent experience preferred
• Deep expertise with Braze, including Canvas, segmentation, Liquid, personalization, journey orchestration, and reporting.
• Proven experience building automated customer journeys and lifecycle marketing programs that drive measurable business results.
• Strong understanding of experimentation methodologies, including A/B and multivariate testing.
• Experience with website personalization or experimentation platforms such as Monetate, Optimizely, Adobe Target, or similar.
• Analytical mindset with the ability to interpret data, identify trends, and translate insights into action.
• Experience working with customer segmentation, behavioral data, and personalization strategies.
• Strong project management and organizational skills with the ability to manage multiple initiatives simultaneously.
• Excellent communication skills and experience collaborating across Creative, Product, Analytics, and Marketing teams.
• A proactive, curious, and continuous improvement mindset.

Nice to Have

• Experience with SQL or business intelligence tools (Looker, Tableau, Power BI, etc.).
• Experience with customer data platforms (CDPs).
• Experience working in digital media, subscription, SaaS, ecommerce, or consumer technology.
• Familiarity with AI-driven personalization or predictive marketing tools.

Success in This Role

• In your first year, you'll:

• Establish a scalable lifecycle marketing roadmap aligned to key business goals.
• Increase user engagement and conversion through thoughtful personalization and experimentation.
• Build a robust testing program that continually improves campaign performance.
• Strengthen automated customer journeys that improve retention and customer lifetime value.
• Become the go-to expert for Braze, lifecycle strategy, and customer journey optimization across the organization.

Physical Requirements / Work Environment:

The work environment characteristics and physical demands described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Ability to regularly sit for extended periods of time.
• Perform repetitive motion-type tasks.
• Must be physically present for meetings, presentations, and training.
• Ability to work on-site in a team environment.

Benefits:

• Medical, dental, & vision insurance
• 401k + match
• Profit sharing
• Paid vacation and personal time
• Flex time
• 10 paid holidays
• Company performance bonus
• Holiday bonus
• Paid time to volunteer
• Parental Leave
• Training & career development opportunities

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.

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