tonies® USA

Senior Manager, Lifecycle Marketing – Global

tonies® USA

full-time

Posted on:

Location Type: Hybrid

Location: Düsseldorf • Germany

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Job Level

Senior

About the role

  • Own Lifecycle Performance Across Key Stages
  • Own performance across one or more lifecycle stages (e.g. onboarding, engagement, retention), driving measurable improvements in customer behavior and long-term value
  • Translate lifecycle strategy into clear programs and workflows that move key behavioral metrics
  • Build and optimize lifecycle journeys across CRM and app, including onboarding flows, engagement programs, and retention interventions
  • Develop behavior-triggered campaigns based on real-time signals
  • Identify and scale high-impact lifecycle levers that drive repeat usage and ongoing engagement
  • Partner with CRM and product teams to define how lifecycle programs are executed across owned channels
  • Ensure alignment between CRM, app experience, and content strategy to drive consistent behavior across touchpoints
  • Contribute to the development of lifecycle tooling, segmentation, and automation capabilities
  • Develop a clear roadmap of lifecycle initiatives tied to onboarding, engagement, and retention priorities
  • Prioritize initiatives based on impact to key metrics (retention, attach, LTV)
  • Partner with global and local teams to test, learn, and scale programs across markets
  • Define and manage a structured testing roadmap focused on improving engagement, retention, and unit economics
  • Run experiments across CRM, app, and market channels (e.g. direct mail, paid retention, social)
  • Identify what drives behavior change and scale successful programs globally
  • Work closely with Product, Growth, CRM, Data & Insights, E-commerce, and Customer Happiness teams to align on lifecycle initiatives

Requirements

  • 5–8+ years of experience in lifecycle marketing, retention, CRM, or growth roles
  • Proven ability to build and scale lifecycle programs that drive engagement, retention, and revenue
  • Strong understanding of how customer behavior drives long-term value
  • Experience working across CRM platforms (e.g. Braze) and partnering with product/app teams
  • Comfortable owning both strategy and execution—able to move from high-level thinking to detailed program design
  • Strong analytical mindset, with experience using data to inform decisions and measure impact
  • Experience working cross-functionally in a global or multi-market organization
  • High ownership, curiosity, and comfort operating in ambiguity
  • Fluent English (C1/C2); fluent in a second language (German or French) is a big plus
Benefits
  • Deutschlandticket (public transport ticket) for unlimited mobility
  • Monthly contribution for an office parking space
  • Leasing bicycle
  • Remote work subsidy
  • Subsidies for company pension plans
  • Occupational pension schemes
  • Occupational disability insurance
  • 30 days of paid annual leave
  • Three additional days off such as Rosenmontag, Christmas Eve, and New Year's Eve
  • Up to 10 "toniecation days" (unpaid leave days) after one year of employment
  • Internal and external training opportunities
  • Individual learning budget to continuously expand knowledge
  • Language learning app Babbel access
  • Meditation app Calm access
  • Discounts on full range of tonies products
Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools
lifecycle marketingretentionCRMgrowthbehavior-triggered campaignsdata analysisprogram designsegmentationautomation
Soft Skills
analytical mindsethigh ownershipcuriositycomfort operating in ambiguitycross-functional collaboration