Lifecycle Marketing Manager

About GNC

Since 1935, GNC has been a global leader in health and wellness innovation, inspiring people to achieve their goals with a trusted and dynamic range of products. As #TeamGNC, we prioritize our consumers, constantly collaborating and developing new ideas to deliver cutting-edge solutions. Our team is passionate about driving change and turning aspirations into actions. We believe that good health is the greatest gift, and there's nothing more rewarding than helping others achieve it. Join us in empowering others to Live Well!

What We’re Looking For:

At GNC we embrace a “Live Well” philosophy, fostering a dynamic environment where innovation meets passion. Whether someone is an athlete or just starting to focus on their health, we want to deliver the cutting-edge products they deserve. We are looking for an individual who is excited and eager to play a pivotal role in driving excellence in the health and wellness industry. This position offers the opportunity to engage in a collaborative environment where you will make a personal impact every day.

The Manager, Lifecycle Marketing leads lifecycle strategy, performance measurement, and optimization across customer acquisition, retention, reactivation, engagement, and long-term value. Reporting to the Sr. Director, CRM & Loyalty, this role oversees automated and behavior-based communications across owned channels, including email, SMS/mobile, app, web, and ecommerce.

This role turns customer and channel insights into lifecycle strategies, testing plans, reporting frameworks, and optimization priorities that improve engagement, conversion, deliverability, revenue, and ROI. The ideal candidate combines lifecycle marketing expertise, strong analytics acumen, people leadership, and the ability to translate data into clear recommendations for senior leaders and cross-functional partners.

What You’ll Do:

This is a Full-Time Salary Position

Job Responsibilities

Strategy & Channel Performance

• Lead lifecycle marketing strategies that drive acquisition, retention, reactivation, engagement, traffic, revenue, and customer lifetime value across key journey stages.
• Own the lifecycle channel performance roadmap, including goals, KPIs, optimization priorities, testing plans, and performance readouts across owned channels.
• Identify opportunities to reduce churn, strengthen loyalty, improve customer experiences, and maximize channel productivity.
• Use customer, campaign, journey, and channel insights to improve segmentation, personalization, timing, cadence, creative effectiveness, and ROI.
• Lead testing and optimization efforts that improve messaging, offers, channel mix, customer experience, and incremental business impact.

Collaboration & Leadership

• Lead, coach, and develop a lifecycle marketing team while setting clear priorities, expectations, and performance standards.
• Partner cross-functionally to align lifecycle programs, campaign execution, analytics, creative, technology, ecommerce, merchandising, loyalty, and operations with business objectives.
• Communicate performance insights, risks, opportunities, and recommendations clearly to senior leaders and cross-functional partners.

Reporting, Analytics & Optimization

• Lead portfolio- and channel-level measurement through dashboards, scorecards, executive readouts, and actionable recommendations.
• Define KPI frameworks and reporting cadences that measure engagement, conversion, retention, revenue, deliverability, ROI, and customer journey effectiveness.
• Translate data into insights, business cases, test recommendations, and prioritized actions that improve lifecycle performance.

Deliverability / Compliance

• Serve as the lifecycle deliverability lead, overseeing email health, reputation management, list quality, consent practices, and compliance requirements.
• Use deliverability and engagement insights to inform segmentation, suppression, frequency, and channel health decisions.

Supervisory Responsibilities

• Lead and develop 2–3 lifecycle marketing professionals, including coaching, workload prioritization, performance feedback, and capability development.

Physical Aspects/Work Environment

• Hybrid work environment, 3 days in-person attendance (Pittsburgh, PA) in addition to ability to work remotely.
• Regularly required to stand; walk; sit; use hands or fingers to handle or feel; reach with hands and arms; stoop, kneel, crouch, or crawl; and talk or hear.
• Regularly/Occasionally lift and/or move up to 50 pounds.
• Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus.
• The noise level in the work environment is usually low/moderate.

* Reasonable accommodations may be made to enable individuals to perform the essential functions.

Qualifications:

Required

• Bachelor’s degree in Marketing, Business, Communications, Analytics, Economics, Statistics, or a related field, or equivalent experience.
• 6–8+ years of experience in CRM, lifecycle, retention, digital marketing, channel marketing, marketing analytics, or performance marketing.
• Experience owning lifecycle channel strategy, campaign measurement, KPI frameworks, optimization roadmaps, and executive-level performance readouts.
• Experience leading automated lifecycle programs that improve retention, engagement, conversion, revenue, or channel productivity.
• 3+ years of people leadership experience, including managing, coaching, and developing team members.
• Strong understanding of CRM platforms, marketing automation, customer data, audience segmentation, journey orchestration, testing, and reporting.
• Advanced proficiency using analytics and reporting tools to evaluate performance, identify opportunities, and guide decisions.
• Knowledge of email deliverability best practices and applicable marketing compliance requirements.
• Strong communication, analytical thinking, presentation, project management, and organizational skills.

Preferred

• Experience with vendor management, retail/ecommerce, loyalty, omnichannel engagement, personalization, CDP environments, attribution, customer lifetime value, or predictive modeling.

General Nutrition Centers International is an Equal Opportunity Employer