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LifeCycle Marketing Manager

Pennant Services

Eagle, Idaho

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JOB DETAILS
SKILLS
A/B Testing, Analysis Skills, Campaigns, Continuous Improvement, Copy Writing, Customer Conversion, Customer Relationship Management (CRM), Develop and Maintain Customers, Documentation, Email Software, Healthcare, Home Care, Hospice Care, Information Assets, Leadership, Marketing, News Reporting, Onboarding, Performance Analysis, Performance Management, Performance Metrics, Performance Reviews, Reporting Dashboards, Return on Investment (ROI), Short Messaging Service (SMS), Software as a Service (SaaS), Standard Operating Procedures (SOP), Training Program, Training/Teaching
LOCATION
Eagle, Idaho
POSTED
3 days ago
JOB SUMMARY

The Senior Lifecycle Marketing Manager is the foundational hire for our centralized lifecycle marketing function, responsible for designing and operationalizing the lifecycle programs that drive lead-to-customer conversion across our portfolio of 200+ agencies and communities. This role combines strategic ownership - customer journey mapping, segmentation strategy, and playbook design - with hands-on execution, including building workflows in GoHighLevel, writing copy, and running experiments. The Senior Lifecycle Marketing Manager works directly with agency and community owners and their marketing teams to deploy programs, measure impact, and continuously improve conversion performance.

DUTIES & RESPONSIBILITIES
  • Design and maintain the customer journey strategy for the verticals our agencies and communities serve, identifying the highest-leverage lifecycle moments
  • Build and maintain a master library of lifecycle playbooks including welcome series, nurture flows, abandoned application sequences, win-back, reactivation, referral, and review-generation programs
  • Define and own lifecycle KPIs, including lead-to-customer conversion lift, time-to-conversion, retention improvement, and playbook adoption rate
  • Develop reusable GoHighLevel snapshots, automation workflows, email and SMS templates, segmentation rules, and tagging conventions for deployment
  • Establish data hygiene and segmentation standards across the portfolio to support consistent, comparable reporting
  • Deliver onboarding sessions and live training for agency and community owners and their marketing teams
  • Build and maintain enablement documentation, video walkthroughs, and standard operating procedures
  • Host monthly office hours and a private community space for portfolio marketers
  • Establish lifecycle dashboards and reporting cadences; track adoption, performance lift, and ROI of each playbook
  • Serve as the primary point of contact for agencies and communities on lifecycle marketing questions
  • Translate strategic recommendations into plain language for non-technical stakeholders, including agency and community owners
  • Partner with leadership at the holding company on quarterly performance reviews
The above statements are only meant to be a representative summary of the major duties and responsibilities performed by incumbents of this job. The incumbents may be requested to perform job-related tasks other than those stated in this description.

JOB REQUIREMENTS (Education, Experience, Knowledge, Skills & Abilities)

Education
  • Bachelor's degree in Marketing, Business, Communications, or a related field preferred; equivalent professional experience considered in lieu of a degree

Experience
  • Minimum 5 years in lifecycle marketing, CRM marketing, or retention marketing
  • Experience at an agency, holding company, white-label SaaS, or franchise marketing organization preferred
  • Demonstrated track record of building reusable systems used by other marketers - such as playbooks, templates, snapshots, or training programs - rather than solely individual campaign execution
  • Prior agency-side experience working across multiple client accounts simultaneously preferred

Knowledge, Skills & Abilities
  • Deep fluency with at least one major lifecycle platform (GoHighLevel, Klaviyo, HubSpot, Marketo, Braze, Iterable, ActiveCampaign, or Customer.io); GoHighLevel fluency strongly preferred. Candidates coming from another platform must be able to ramp on GoHighLevel within 30 days
  • Strong copywriting skills across subject lines, email body, SMS, and landing page copy, with the ability to teach others to write effectively
  • Comfort with segmentation logic, A/B testing, conversion attribution, and lifecycle dashboard analysis
  • Ability to work directly with non-technical stakeholders and translate strategy into plain language
  • Experience designing partner, franchisee, or multi-tenant enablement programs preferred

The employer for this position is stated in the job posting. The Pennant Group, Inc. is a holding company of independent operating subsidiaries that provide healthcare services through home health and hospice agencies and senior living communities located throughout the US. Each of these businesses is operated by a separate, independent operating subsidiary that has its own management, employees and assets. More information about The Pennant Group, Inc. is available at http://www.pennantgroup.com.

About the Company

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Pennant Services

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