Lifecycle Marketing Principal, Consumer Growth – Experience

Upside

. Lead and scale Upside's automated core lifecycle funnel across onboarding, habituation, M1–M3 retention, reactivation, and referral loops .

Posted 10/31/2026full-timeUnited StatesLead💰 $170,000 - $200,000 per yearWebsite

Core Competencies

Role fit

Core Competencies

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Expertise in Lifecycle Marketing and CRM with a focus on mobile-first B2C experiences, leveraging modern marketing engagement platforms like Braze and Salesforce Marketing Cloud. Proven ability to design and optimize sophisticated automation programs that enhance consumer engagement and retention.

Highest-signal resume keywords

Lifecycle MarketingCRM ManagementBraze Platform ExpertiseMobile-First EngagementAnalytical Skills

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Lifecycle Automation DesignMarketing Program OptimizationData Requirement DefinitionAI Tools UtilizationPerformance Data Analysis

Soft Skills

Communication SkillsCritical ThinkingPartnership BuildingMentoring

Tools & Technologies

BrazeIterableSalesforce Marketing Cloud

Industry Keywords

B2C ExperienceMarketplace BrandConsumer EngagementRetention Strategies

Tech Stack

Tools & technologies

Cloud

About the role

Key responsibilities & impact

Lead and scale Upside's automated core lifecycle funnel across onboarding, habituation, M1–M3 retention, reactivation, and referral loops
Personally design, build, instrument, test, troubleshoot, and optimize sophisticated lifecycle automations
Build always-on CRM and marketing automation programs that drive MAU and retention
Partner with Product and Product Marketing on Braze-orchestrated experiences across content cards, in-app messages, connected content, email, push, and SMS
Support GTM strategy, feature and capability launches, and experimentation cadences to deepen product adoption
Define technical data requirements, including events and attributes, with martech, analytics, and data science teams
Optimize Upside's referral program as an automated advocacy loop
Advise consumer, product, analytics, and executive stakeholders by translating lifecycle problems into strategic roadmaps
Operate autonomously on complex, high-risk projects and mentor the wider lifecycle team
Report to the Director of Lifecycle Marketing

Requirements

What you’ll need

8+ years of progressive experience in Lifecycle Marketing and CRM
Demonstrated track record increasing consumer engagement and retention within a relevant mobile-first B2C experience, marketplace brand, or related industry
Bachelor's degree in Marketing, Business Administration, or a related field
Deep functional knowledge of modern marketing engagement platforms such as Braze, Iterable, and Salesforce Marketing Cloud
Hands-on experience building, architecting, troubleshooting, and optimizing sophisticated automation programs
Experience developing and optimizing mobile-first lifecycle marketing programs across push notifications, in-app messaging, content cards, and other app-native engagement channels
Hands-on experience leveraging AI tools to build and refine agents, skills, and automation frameworks
Strong analytical and critical thinking abilities; capacity to interpret and distribute performance data into practical insights
Proven ability to build impactful partnerships across diverse teams
Excellent communication and presentation skills
Ability to work from the Washington, D.C. or NYC office and attend in person Monday, Tuesday, and Thursday, with attendance potentially increasing
Work authorization or immigration sponsorship information required for work in the United States

Benefits

Comp & perks

Medical, dental, and vision coverage starting on Day 1
Equity (ISOs)
401(k) program
Family planning programs + paid parental leave
Physical fitness and wellness memberships
Emotional and mental health support programs
Unlimited PTO + 10 paid federal holidays + annual, week-long Winter Break
Flexible work environment
Lunch reimbursement for in-office employees
Employee Resource Groups
Learning and Development stipend
Transparent culture
Amazing mission