Senior Lifecycle Strategy Manager

Life360’s mission is to keep people close to the ones they love. Our category-leading mobile app and Tile tracking devices empower members to protect the people, pets, and things they care about most with a range of services, including location sharing, safe driver reports, and crash detection with emergency dispatch. Life360 serves approximately 91.6 million monthly active users (MAU), as of September 30, 2025, across more than 180 countries.

Life360 delivers peace of mind and enhances everyday family life with seamless coordination for all the moments that matter, big and small. By continuing to innovate and deliver for our customers, we have become a household name and the must-have mobile-based membership for families (and those friends that basically are family).

Life360 has more than 500 (and growing!) remote-first employees. For more information, please visit life360.com.

Life360 is a Remote-First company, which means a remote work environment will be the primary experience for all employees. All positions, unless otherwise specified, can be performed remotely (within the US) regardless of any specified location above. 

Life360 is transforming how we engage our members: moving from calendar-driven campaigns to intelligent, always-on lifecycle experiences. We're building a "Scale Engine" powered by predictive models, automation, and AI-driven decisioning that delivers the right value to members at moments that matter.

As a Senior Lifecycle Strategist, you'll architect end-to-end member journeys across our people, pets, and things ecosystem. You'll define the global logic – the "who, when, and why" – of customer journeys and program the machine by setting the rules. This is a strategic role focused on behavioral engineering, orchestration logic, and experimentation design. You'll own critical lifecycle outcomes, from onboarding and activation to monetization and retention, designing the blueprints that drive personalized, automated experiences at scale.

The core mandate and focus of this role involves defining the global strategy of our customer journeys through Strategic Blueprint Definition, which maps out who should receive what experience, when, and why. This is executed via Orchestration & Logic, where the automation system is programmed by setting behavioral rules, triggers, and sequencing logic that drive measurable customer actions such as activation, habit formation, feature adoption, and renewal. Furthermore, the role requires Behavioral Engineering to design programmatic decision trees and conditional logic that enable the system to autonomously deliver the right experience at the right moment.

The US-based salary range for this position is $140,500 to $204,500. We take into consideration an individual's background and experience in determining final salary - therefore, base pay offered may vary considerably depending on geographic location, job-related knowledge, skills, and experience. The compensation package includes a wide range of medical, dental, vision, financial, and other benefits, as well as equity.

Design Master Journey Blueprints

• Define customer needs, map journey logic, and set experimentation hypotheses for all new and evergreen lifecycle programs
• Architect complete lifecycle journeys across device-first and app-first experiences for our global audience (onboarding, engagement, monetization, retention, winback)
• Contribute to building global master blueprints and reusable, modular content templates for adoption across markets
• Identify behavioral triggers, inflection points, and moments that matter in the member experience

Drive Experimentation & Causal Analysis

• Partner with Growth Data Scientists and Analysts to design rigorous test methodologies with clear hypotheses and success metrics
• Translate causal analysis results (LTV impact, incrementality) into new global "recipes" that can be scaled
• Own an aggressive testing roadmap (10+ experiments per quarter) focused on learning and optimization
• Interpret results through the lens of Customer Lifetime Value (LTV) and Average Revenue Per User (ARPU) drivers

Refine System Logic & Orchestration

• Collaborate with Orchestration Managers, System Specialists, and MarTech Analysts to optimize automation systems
• Ensure data quality, improve agentic decisioning logic, and refine behavioral trigger accuracy
• Design cross-channel orchestration across email, push, in-app, SMS, and web, ensuring cohesive, non-duplicative messaging
• While not a core tenant of the role, you will own and build flows in our CEP in the near term (Braze)

Define MarTech Requirements & Governance

• Contribute to defining requirements for MarTech/CDP stack evolution
• Own the canonical audience taxonomy and segmentation frameworks
• Enforce technical governance to ensure global scalability and data integrity

Build Personalization Frameworks Through Insights

• Independently analyze member behavior using analytics platforms (Amplitude, Tableau, Looker) to identify opportunities and diagnose problems
• Synthesize quantitative data, qualitative feedback, and behavioral signals into actionable insights
• Design audience segmentation strategies that balance scale with relevance
• Partner with Data Science to define and operationalize propensity models for targeting, suppression, and decisioning

Collaborate Cross-Functionally

• Partner with Product, Data Science, Analytics, and Engineering to shape member experiences
• Work with Marketing Ops to translate strategic blueprints into executable automation workflows
• Collaborate with Product Marketing and Experience Design on lifecycle architecture and messaging frameworks
• Influence product roadmaps based on lifecycle insights and member needs

Own Business Outcomes

• Drive measurable impact on key metrics: retention, LTV, conversion, engagement
• Connect journey design directly to business goals through rigorous measurement of incrementality and causal impact
• Report on performance, diagnose underperformance, and iterate quickly

Experience & Background

• 8+ years in lifecycle marketing, growth marketing, CRM, or related fields with a focus on strategy and orchestration (not solely execution)
• Proven track record designing and scaling automated lifecycle journeys in consumer subscription or membership businesses; bonus points for e-commerce experience
• Deep understanding of marketing automation platforms (Braze, Iterable, Salesforce Marketing Cloud) and how to architect logic within them
• Proven experience in journey mapping
• Demonstrated success in being a part of a transformation or evolution from manual to automated program
• Strong portfolio of measurable business outcomes driven by lifecycle strategy

Strategic & Analytical Mastery

• Advanced understanding of Customer Lifetime Value (LTV) and Average Revenue Per User (ARPU) drivers
• Rigorous experimentation mindset with experience in causal inference, incrementality testing, and statistical significance
• Fluent in analytics tools (Amplitude, Tableau, Looker) – you pull your own data and don't wait for others
• Can diagnose why metrics moved, isolating variables, accounting for seasonality, distinguishing correlation from causation
• Translate complex data into clear, compelling strategic narratives that drive action

Journey Orchestration & Behavioral Engineering

• Think in systems and logic trees – you design "if/then" programmatic decision flows that scale
• Understand behavioral triggers, timing, and context in determining next best actions
• Design segmentation and personalization frameworks that enable autonomous decisioning
• Cross-channel orchestration mindset, designing experiences that span multiple surfaces seamlessly
• Balance nurture (relationship-building) with conversion (driving action)

Thought Leadership & Critical Thinking

• Pioneer innovative lifecycle strategies that push the boundaries of personalization and automation
• Demonstrate deep expertise in orchestration, propensity modeling, and AI-driven decisioning
• Contribute to business strategy with a customer-centric lens, connecting lifecycle work to company-wide objectives
• Ruthless prioritization skills – you know what matters vs. what's just interesting

Collaboration & Communication

• Excellent communicator who can influence without authority
• Comfortable having peer-level conversations with Data Science, Product, Engineering, and MarTech teams
• Can translate technical complexity into clear strategic narratives for leadership
• Teach and elevate others: you raise the bar for lifecycle thinking across the organization

• Experience or passion for AI/ML-lead journey orchestration and delivery
• Experience with transformations such as digital or AI transformation
• Experience with propensity modeling, predictive audiences, or AI-driven personalization
• Experience with Braze
• Familiarity with SQL or Python for data exploration
• Background in consumer tech, subscription services, or family-focused products
• Experience in pod or squad-based cross-functional teams
• Exposure to MarTech stack evolution and CDP architecture