Lifecycle Marketing Strategist

Sunlighten • Leawood, KS • 2h ago

At Sunlighten, we're not just about infrared saunas, we are on a mission to improve lives through innovative health and wellness solutions. As a global leader in infrared sauna therapy, we are rapidly expanding and are on the hunt for a Lifecycle Marketing Strategist who is tactical, detail-oriented, and data-focused.

This person will own the strategy, execution, and optimization of lifecycle marketing. Managing lead nurture, qualification support, conversion, retention, and re-engagement journeys across both our DTC/eCommerce and B2B sales funnels. This is a hands-on role with direct ownership of performance outcomes. You will build the repeatable, scalable lifecycle systems that consistently move prospects and customers toward conversion, and that reduce churn and grow lifetime value once they are in the door.

The ideal candidate is a systems thinker who builds lifecycle machines, not just one-off sends. We are looking for someone who is highly analytical, technically proficient in marketing automation platforms, and confident in translating behavioral data into precise, personalized messaging at scale.

From our Kansas City roots to our growing global presence, including the UK, you will help drive Sunlighten's 25-year legacy in a wellness industry projected to reach $7 trillion by 2026.

Duties/Responsibilities:

Full Lifecycle Ownership:

Own full lifecycle marketing strategy and execution including lead nurture, qualification support, appointment driving, post-purchase engagement, retention, and re-engagement

Partner with Marketing and Sales to develop coordinated, behavior-based automation journeys that move prospects and customers through the funnel

Align messaging to lifecycle stage and areas of friction

Design retention-focused campaigns aimed at reducing churn and increasing customer lifetime value, not just driving the next conversion

Campaign Execution & Automation:

Develop marketing programs for all lifecycle stages (lead nurture, abandoned browse/cart, post-purchase follow-up, retention, and winback)

Maintain and evolve marketing automation workflows, technical processes, and integrations between Marketing Cloud and Salesforce CRM, in partnership with IT/Sales team(s)

Create and manage dynamic content blocks, personalization logic, and behavioral triggers

QA all campaigns and journeys to ensure flawless execution

Data, Segmentation & Personalization:

Create and maintain Data Extensions, filtered audiences, and lifecycle-based segmentation criteria

Implement complex audience logic using engagement history, purchase behavior, lead scoring, and business-defined triggers

Develop advanced segmentation strategies based on behavior, lifecycle stage, and subscriber/customer @type

Collaborate with Salesforce administrators and internal stakeholders to ensure journey criteria and automation rules are accurate and scalable

Manage and grow subscriber databases while maintaining list hygiene and platform contract thresholds

Performance & Optimization:

Analyze, monitor, and report on KPIs across lifecycle stages (deliverability, engagement, lead progression, conversion rate, revenue contribution, retention)

Identify drop-off points in journeys and optimize flows accordingly

Run structured A/B testing across messaging, cadence, personalization, segmentation, and offer strategy

Present insights and performance trends with clear, actionable recommendations - you diagnose and act, not just report

Platform Ownership & Compliance:

Serve as Marketing Cloud Admin, managing journey logic, data structure, automation workflows, and technical troubleshooting

Monitor and review active journeys and automations for logic errors or performance issues

Ensure compliance with GDPR, CAN-SPAM, CASL, TCPA, and other relevant regulations

Stay current on lifecycle marketing best practices, automation innovations, and channel trends

Requirements

3-5+ years of hands-on experience within DTC ecommerce and/or B2B lead generation environments

Strong proficiency in Salesforce Marketing Cloud (Journey Builder, Automation Studio, Contact Builder, AMPscript)

Experience building and optimizing lifecycle nurture and retention programs, with demonstrated impact on retention metrics (churn reduction, reactivation, LTV growth)

Deep understanding of relational data, segmentation logic, and dynamic personalization

Comfort working with complex automation workflows and CRM integrations

Familiarity with AI tools for marketing optimization

Experience with structured A/B testing methodologies

Strong analytical skills with the ability to translate performance data into optimization strategies

Exceptional attention to detail and strong QA discipline

Strong written communication skills

Benefits

Hybrid Work Schedule: Required in office days are Monday, Tuesday, and Thursday

Competitive Paid Time Off Policy + Paid Holidays + Floating Holiday

Fully Equipped Fitness Center On-Site

Free Lunch Program featuring a James-Beard Award Winning Chef

Health (HSA & FSA Options), Dental, and Vision Insurance

401(k) with company contributions

Profit Sharing

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