Lifecycle Marketing Manager (THC Beverage)

The Role

As more Americans turn to cannabis for well-being, we're growing our team to bring safe, trusted, and innovative products to even more consumers and channels across the country. The Retention Marketing Manager will be a key player in deepening customer relationships and driving long-term growth for our DTC brand portfolio, including RYTHM, Senorita, and incredibles.

This role is ideal for a data-driven, creative marketer with a passion for the customer journey and a strong grasp of lifecycle marketing best practices. You'll play a central role in shaping how GTI connects with its customers post-purchase - turning first-time buyers into loyal advocates through thoughtful, personalized, and high-impact campaigns. As the Lifecycle Marketing Manager, you will be responsible for developing and executing end-to-end lifecycle marketing strategies that increase customer lifetime value (LTV), improve subscription health, and drive long-term brand loyalty. You'll manage all facets of email marketing within Klaviyo - from campaign strategy and creative briefing to testing and optimization - and partner closely with Recharge to enhance the subscription experience.

This is a highly collaborative role that supports three GTI brands, requiring close partnership with each brand marketing team to ensure lifecycle programs align with unique brand identities, voice, and goals. You'll also collaborate cross-functionally with the Senior Marketing Manager to build a connected, full-funnel customer journey - ensuring consistency from first purchase through retention. Additionally, you'll work directly with agency partners to scale creative execution, campaign testing, and audience strategies across GTI's DTC ecosystem. Y ou'll leverage customer insights, behavioral data, and brand storytelling to build personalized, data-driven journeys that nurture engagement and fuel sustainable growth across GTI's consumer brand portfolio.

This is a hybrid role based in Chicago, IL, with in-office presence expected 2-3 days per week.

Responsibilities

• Lead retention and lifecycle marketing for GTI's DTC brand portfolio, driving repeat purchase, engagement, and subscription performance.
• Develop and optimize automated lifecycle flows, including onboarding, replenishment, churn prevention, win-back, and upsell / cross-sell programs.
• Own email marketing strategy and execution within Klaviyo - including campaign planning, segmentation, creative briefing, testing, and performance reporting.
• Partner with Recharge to manage subscription mechanics, improve customer experience, and reduce churn through strategic dunning and communication flows.
• Collaborate with brand marketing teams (RYTHM, Senorita, and incredibles) to ensure all lifecycle initiatives align with brand tone, creative direction, and business priorities.
• Work with the Senior Marketing Manager of Paid & Acquisition to connect acquisition and retention strategies, building a cohesive full-funnel customer journey.
• Manage external agency relationships, overseeing campaign development, segmentation, and creative execution to ensure timely, on-brand delivery.
• Analyze retention and subscription performance metrics, turning insights into actionable strategies to increase CLTV and overall retention rates.
• Develop testing frameworks to refine campaign performance, messaging, cadence, and creative effectiveness.
• Champion personalization and segmentation, leveraging data to deliver targeted experiences that resonate across audience cohorts.
• Maintain compliance with email marketing best practices and privacy regulations.
• Stay current on retention, lifecycle, and subscription marketing trends, bringing innovative ideas to improve GTI's customer engagement and loyalty strategies.

Qualifications

Additional Requirements

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The pay range is competitive and based on experience, qualifications, and / or location of the role. Positions may be eligible for a discretionary annual incentive program driven by organization and individual performance.

Green Thumb Pay Range

$75,000 — $95,000 USD