Head of Global Lifecycle Marketing

Booksy • Full-time • Remote • 1w ago

We’re looking for a hands on Head of Global Lifecycle Marketing, obsessed with onboarding and activation, engagement, retention, and win-back. This mobile app-focused role will build the infrastructure to implement thousands of journeys and orchestrate experiments and optimization at scale.

Your week is spent building the strategy with the team, partnering with product and engineering, coordinating with the data team, and reviewing results from analytics. Sometimes you’ll have to vibe code a quick solution while waiting on another team, or you’ll have to use make.com as a work around.

This role supports LTV growth on both the provider (B2B) and customer (B2C) side of our ecosystem, and can connect how the marketplace is fueled by them both.

Salary range: $160-180k annual base
Reporting to: Global Director of Growth Marketing
Location: Remote from within an EST timezone, with some travel for offsites and events.

Lifecycle Marketing Strategy

Own the customer journey for both sides of the marketplace, developing strategies for (customer and provider) activation, engagement, retention, and reactivation.
Design and implement lifecycle programs that drive long-term retention and growth by guiding customers through key milestones and features on the platform.
Partner with Product to ensure lifecycle programs are integrated into product experiences and directly contribute to incremental revenue and LTV.
Align all lifecycle initiatives with company goals, ensuring activities are targeted, measurable, and tied to business objectives.
Partner with Martech, Data, and Product to define, implement, and manage the CRM tech stack and CDP, ensuring customer data is leveraged effectively across all lifecycle stages.
Align lifecycle campaigns with product launches, platform updates, and customer success efforts.

Customer Segmentation & Personalization

Lead the development of robust segmentation strategies using behaviors, cohort analysis, demographics, and lifecycle stages.
Drive personalization at scale across email, push, in-app messaging, and web to maximize engagement and conversions.

Activation, Engagement & Retention

Define and optimize onboarding flows for both customers and providers, ensuring frictionless activation across app and web.
Drive engagement with key product features that deliver customer value.

To lead our journey, you’ll ideally bring:

10+ years of experience in lifecycle/CRM marketing within an app and mobile-first marketplace ecosystem.
Experience with mobile-first engagement platforms like Iterable and Braze, and experience with Salesforce as a CRM.
Proven success in apps + web journey development for B2B and B2C users with expertise in deeplinking (Branch.io or similar) and cross-platform customer journeys.
Expertise in segmentation, personalization, and data-driven lifecycle strategies.
Strong analytical skills with a track record of reporting incremental improvements in revenue and LTV from lifecycle efforts.
Strong cross-functional collaboration skills, with experience working closely with Product, Data, and Engineering senior leadership teams.
Experience driving onboarding, retention, and reactivation strategies with measurable impact.
Familiarity with attribution models and optimization of the full funnel.
Excellent communication, leadership, and project management skills.
Must be available to work regular Eastern Standard Time (EST) business hours on an ongoing basis.

A bit about Booksy: A career at Booksy means you're part of a global team focused on helping people around the world feel great about themselves, every day. From empowering entrepreneurs to build successful businesses, to supporting their customers to arrange 'me time' moments, we're in the business of helping people thrive and feel fantastic.

Working in a rapidly growing and evolving company comes with its own set of opportunities and challenges. If you prefer a stable environment, with clear processes and structures then, we've got to be honest, you won't always find that here. However, if you're a driven self-starter, with initiative and the motivation to grow your career in an environment that's rapidly changing as we scale-up globally, then the chances are that you'll love it at Booksy

Our Booksy US Benefits:

Remote work with $50/month home phone/internet reimbursement.
Comprehensive health, dental, and vision coverage with UHC.
Company paid STD and LTD, and Basic Life Insurance at 1x salary up to $250,000.
FSA/HSA's available - Booksy contributes $1,000/$2,000 for employee/employee plus.
Accident/Hospital/Critical Illness voluntary plans available.
401k - 50% match up to 8% of contributions paid annually/ 3-year vesting period.
PTO - Exempt employees - unlimited with manager approval.
12 Holidays observed.
Parental Leave - 12 weeks of paid leave.
EAP (Employee Assistance Program).
Voluntary Pet Insurance through Fetch.
Financial wellness tools through SoFi and Ladder.
Discounts via Perkspot.
Booksy benefit $50 per month to use on services in our app.

Our Diversity and Inclusion Commitment: We work in a highly creative and diverse industry so it goes without saying that we strive to create an inclusive environment for all. We welcome people from all backgrounds and are committed to fair consideration in our hiring process. If you have any accessibility needs or require reasonable adjustments during the interview process, please contact us at belonging@booksy.com, so we can best support you

How AI helps us find great people

Think of our AI tool as a really smart assistant for our recruitment team. Its job? To help us move faster, stay consistent, and make sure no great candidates are overlooked.Every application goes through the same AI review to help us spot skills that match the role - but don’t worry, AI never makes the decisions. Real people do. Our recruiters and hiring managers handle every final call. And we regularly review how the tool is used to keep things fair, ethical, and compliant with data protection laws. Curious about how it works? You can always ask how AI was used in your application - it won’t affect your chances in any way. If you have questions, just drop us a note - we’re happy to explain more.