THE COMPANY: BIRDY GREY
Birdy Grey is a direct-to-consumer brand whose mission is to celebrate friendships during one of the most important milestones in a person’s life: their wedding.
Founded in 2017 by best friends Grace Lee (Founder & Chief Creative Officer) and Monica Ashauer (Co-Founder & Chief Strategy Officer), Birdy Grey offers affordable bridesmaid dresses starting at just $89, groomsmen suits starting at $199, plus fun gifts and accessories for everyone in the wedding party. Since day one, we've dressed over 2 million bridesmaids and we're proud to be a trusted resource for brides and grooms on their most cherished day.
THE OPPORTUNITY: Sr. Manager, Lifecycle Marketing
REPORTS TO: Chief Growth Officer
LOCATION: US - Remote
Headquartered in Los Angeles, CA with an office in New York, NY, Birdy Grey supports remote work for eligible roles. We ask that all employees travel to either office once a quarter. This role is not eligible for visa sponsorship. #LI-Hybrid
Birdy Grey is hiring a Sr. Manager, Lifecycle Marketing to lead lifecycle strategy across the customer journey. This is not a traditional email and SMS role. It is a high-impact, cross-functional leadership role responsible for orchestrating how Birdy Grey converts early signals of intent into revenue and trust over time.
This person will own lifecycle strategy and execution across the full journey, from first lead through purchase, party coordination, suits activation, repeat purchase, and reactivation. They will build and optimize the always-on lifecycle architecture that ensures Birdy Grey remains relevant, helpful, and conversion-oriented across a long, emotional, high-consideration planning cycle.
You will be directly responsible for lifecycle-attributed revenue, managing programs that collectively influence millions in annual revenue across owned channels. This is a build role: you will be standing up the lifecycle function, designing the operating model, and creating the infrastructure from scratch.
The ideal candidate is both strategic and hands-on. They can think in systems, work in the weeds, build from scratch, and partner cross-functionally to turn lifecycle into a meaningful growth lever for the business.
SCOPE OF RESPONSIBILITIES
- Own Lifecycle Marketing as a revenue function across the full customer journey, with responsibility for strategy, execution, testing, performance, and optimization across owned channels and CRM touchpoints.
- Build and manage Birdy Grey’s always-on lifecycle architecture across lead nurture, conversion, onboarding, cross-sell, retention, and reactivation.
- Develop milestone-driven customer journeys that reflect the realities of wedding planning over time, moving beyond simple time-based communication toward more relevant, behavior and journey-based orchestration.
- Own the conversion path from first signal to purchase, including swatch leads, quiz completions, saved favorites, wedding date capture, account creation, and other emerging qualified lead types.
- Lead the bride-to-bridesmaid handoff journey, ensuring Birdy Grey effectively supports the transition from individual decision to group purchase through proactive, useful, conversion-oriented communication.
- Activate groom and suits cross-sell programs in partnership with internal stakeholders, using lifecycle touchpoints to convert bride momentum into incremental category revenue.
- Build the post-wedding lifecycle strategy, including repeat purchase, bridesmaid-to-bride reactivation, referral-minded programs, and longer-term customer value expansion.
- Partner closely with Digital Product to improve lead capture, onboarding experiences, party coordination flows, and other high-leverage moments where product and lifecycle intersect.
- Partner with Performance Marketing on handoff logic, audience definitions, suppression strategy, and lead quality feedback loops so acquisition and lifecycle work as distinct but connected functions.
- Partner with Creative to brief and scale lifecycle asset needs across evergreen programs, campaigns, seasonal moments, and testing roadmaps.
- Manage agency partners and help shape the long-term operating model for lifecycle as the function grows.
- Build a rigorous testing and learning agenda across messaging, segmentation, timing, audience logic, and journey design, and translate learnings into ongoing performance improvement.
- Use customer and business data to identify friction, opportunity, and performance gaps, then turn those insights into practical programs that improve conversion and customer value.
- Help shape the future lifecycle infrastructure of the business, including segmentation strategy, personalization readiness, and the systems required to support a more intelligent and connected customer journey.
- Leverage AI and automation tools to accelerate content creation, segmentation, predictive modeling, and personalization at scale.
THE RIGHT CANDIDATE: QUALIFICATIONS & PERSONAL ATTRIBUTES
EDUCATION: Bachelor’s Degree Required
EXPERIENCE / REQUIREMENTS:
- 5+ years of experience in Lifecycle Marketing, CRM, retention, or customer journey orchestration, with at least 3 years in a DTC ecommerce environment.
- Demonstrated experience building lifecycle infrastructure, operating models, or customer journey programs from the ground up.
- Strong experience in long consideration-cycle businesses where customers convert over weeks or months rather than in a single session.
- Experience building and optimizing lifecycle programs across multiple journey stages including nurture, conversion, onboarding, retention, and reactivation.
- Track record of owning business-impacting lifecycle programs tied to conversion, revenue, and customer value, not just channel execution.
- Experience working closely with agencies and cross-functional internal partners across marketing, product, creative, analytics, and customer experience.
- Strong understanding of segmentation, testing, personalization, customer behavior, and performance analysis.
- Hands-on proficiency with enterprise ESP and marketing automation platforms (e.g., Klaviyo, Iterable, Attentive, Postscript or similar).
- Excited about AI and actively leverage AI tools (e.g., Claude, Gemini, Copilot) to accelerate your own work and identify opportunities to embed AI-driven automation across operations
- Impeccable organizational skills and attention to detail
- Excellent verbal, written, and interpersonal communication skills
- Strong analytical skills with the ability to perform data deep dives to surface actionable insights.
- Proactive problem solver with the ability to troubleshoot and/or escalate issues effectively.
- Hard working and willing to roll sleeves up - no job is too big or too small.
- You have an entrepreneurial spirit. You thrive in a dynamic, fast-paced, fluid environment. You are comfortable with ambiguity and take initiative to lead projects.
NICE TO HAVES:
- Experience in apparel, fashion, or event-driven consumer categories.
- Experience with retention and reactivation strategies that extend customer value beyond the initial purchase.
- Familiarity with AI-assisted content generation, predictive segmentation, or automation tooling.
- Experience in SaaS or other long consideration-cycle customer journeys.
- Passion for experimentation, iteration, and using customer insight to improve performance.
WHY BIRDY GREY: BENEFITS & PERKS (for eligible Full-Time Employees)
- Competitive Compensation: Based on experience and performance + Annual Performance Bonus
- Healthcare Benefits: 100% employer covered medical dental & vision plans, 50% spouse and dependent medical coverage + access to One Medical + Mental Health Benefits
- Retirement: 401K + up to 4% match after 3 months
- Generous PTO: Flexible Open PTO Policy + 11 paid holidays
- Wellness: A monthly wellness day + monthly wellness stipend + summer Fridays
- Flexibility: Partial remote with a high level of autonomy and accountability
- Employee Discount: Free bridesmaid dresses + 50% discounts on Birdy Grey products
- Family Benefits: 3 months of paid parental leave
- Purpose: Join in the success of a high-growth, 80% women, minority founded, early-stage startup by driving performance and building out new processes
Highlights:
- Birdy Grey is #305 on Inc5000's List of Fastest Growing US Companies 2022
- #22 on BuiltIn’s Best Startups to Work for in LA
- Be part of a company innovating the $75B+ US wedding market (IBISWorld, 2019)
- Join a Women Founded Small Business blazing trails in the Bridal industry
- Birdy Grey is making waves on BuzzFeed, The Knot, Brides, People, Allure, PopSugar, Bustle and more
- Named #5 on LA’s 50 Hottest Startups in 2020 by Pitchbook & Dot.LA
- Customers can participate in Birdy Grey’s giveback program with The Princess Project, a non-profit that provides prom dresses and accessories to teens in need
Additional Information
The Lead Announces the 2021 Foremost 50 List: The Annual Power List of High-Growth D2C Brands
Cult-favorite bridal brand brings $99 bridesmaid dresses to one-day pop-up in Plano
My wedding party wore thse $99 bridesmaid dresses from Birdy Grey and everyone looked amazing, proving you don't need to make anyone spend $400 on a dress they'll wear once
Birdy Grey Instagram - @birdygrey
Birdy Grey is an equal opportunity employer. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran or disability status.
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