Lifecycle Marketing Manager, Email/Push/In-app

Company Overview

ID.me is the next-generation digital identity wallet that simplifies how individuals securely prove their identity online. Consumers can verify their identity with ID.me once and seamlessly login across websites without having to create a new login and verify their identity again. Over 152 million users experience streamlined login and identity verification with ID.me at 20 federal agencies, 45 state government agencies, and 70+ healthcare organizations. More than 600+ consumer brands use ID.me to verify communities and user segments to honor service and build more authentic relationships. ID.me’s technology meets the federal standards for consumer authentication set by the Commerce Department and is approved as a NIST 800-63-3 IAL2 / AAL2 credential service provider by the Kantara Initiative. ID.me is committed to “No Identity Left Behind” to enable all people to have a secure digital identity. To learn more, visit https://network.id.me/.

Lifecycle Marketing Manager

Location

Mountain View, CA (in-office)

Company Overview

ID.me is a next-generation digital identity wallet that simplifies how individuals securely verify their identity online. With a single ID.me verification, users can seamlessly sign in across multiple websites without creating new accounts. 

Over 152 million users trust ID.me for streamlined identity verification and secure access to services at 20 federal agencies, 45 state governments, and 70 healthcare organizations. More than 600 consumer brands use ID.me to verify user segments and build authentic relationships. ID.me’s technology meets federal authentication standards set by the Commerce Department and is approved as a NIST 800-63-3 IAL2/AAL2 credential service provider by the Kantara Initiative. Committed to "No Identity Left Behind," ID.me ensures secure digital identities for all.

ID.me is building the identity layer of the internet — and with it, a category-defining brand. Marketing is at the center of that transformation, connecting ID.me with our members and customers. We build belief in our mission, trust in our products, and momentum for our growth — driving awareness, engagement, and transactions through the launch and scale of products and campaigns that resonate with members and customers alike. Together, we’re building an iconic brand and accelerating ID.me’s growth to make life safer and easier.

Role Overview

ID.me is seeking a strategic, creative, and execution-driven Lifecycle Marketing Manager to design and scale lifecycle programs that streamline onboarding, improve activation, engagement, and retention across in-app, email, push, and in-app channels.

This role blends analytical rigor with creative intuition — uncovering insights, refining targeting and messaging, and delivering high-performing, full-funnel campaigns that drive measurable growth.

The ideal candidate thrives at the intersection of data, experimentation, and storytelling. You’ll lead innovation in AI-powered marketing automation, experimentation, and optimization frameworks, driving continuous learning and performance improvement.

Success will be measured by tangible business outcomes — including installs, transactions, revenue growth, member engagement and retention — ensuring every campaign contributes to meaningful, measurable impact.

Responsibilities

• Lifecycle Strategy & Execution
• Own full lifecycle strategy across onboarding, activation, engagement, and retention.
• Define journeys, segmentation, and messaging cadence across triggered and automated campaigns to maximize engagement and conversion.
• Develop CRM roadmaps aligned with business goals and growth priorities.
• Project-manage campaign development from concept through launch, analysis, and optimization.

• Segmentation & Personalization
• Leverage first-party data, behavioral insights, and predictive models to design personalized, high-impact member experiences across channels.
• Build, test, and refine audience segments based on lifecycle stage, engagement patterns, and value potential to deliver relevant content at the right moment.
• Use AI-driven workflows and automation to optimize content, timing, and delivery—ensuring communications feel timely, personal, and useful.
• Experimentation & Testing
• Lead the testing roadmap for lifecycle campaigns—running A/B and multivariate experiments to improve open rates, click-throughs, conversion, and LTV.
• Analyze funnel performance to identify drop-off points and optimize timing, messaging, and creatives.
• Reporting & Insights 
• Partner with Analytics to define KPIs, build dashboards, and measure performance at both the campaign and lifecycle level.
• Translate data into actionable recommendations that inform strategy, guide prioritization, and improve member engagement.
• Document learnings and develop scalable playbooks to share insights, drive alignment, and elevate lifecycle performance across teams.
• Cross-Functional Collaboration 
• Partner with Product, PMM, Engineering, MarTech, and Data Science teams to enhance lifecycle infrastructure—enabling event triggers, advanced targeting, and automation capabilities.
• Collaborate with Campaign Operations and Design to launch campaigns with precision, quality, and speed.

Qualifications

The qualifications below are ideal, but not all are required.  We encourage candidates to apply if they satisfy some, but not all of the qualifications.

• 5–7 years of experience in lifecycle, CRM, or email marketing at a high-growth consumer, marketplace, or eCommerce company is strongly preferred.
• Hands-on experience with CRM and marketing automation platforms such as Braze, Iterable, Salesforce Marketing Cloud, or similar ESPs and segmentation tools.
• Strong grasp of lifecycle channels and segmentation, and experience developing cross-channel programs that drive engagement and retention.
• Strong analytical skills and ability to extract insights from dashboards, funnel metrics, and campaign analytics to inform strategy.
• Experience with Tableau, Mixpanel, Looker is a plus.
• Experience with A/B testing, experimentation frameworks, and campaign optimization.
• Familiarity with AI-driven personalization and predictive modeling is a strong plus.
• Excellent communication and collaboration skills—comfortable working with Product, PMM, Engineering, MarTech, Design, and Data Science teams.
• Ability to balance strategy with hands-on execution—from journey mapping and opportunity sizing to writing copy, QAing campaigns, and optimizing workflows directly in platform tools.
• Thrives in 0-1 environments—comfortable testing, building, and scaling new programs quickly.
• Bachelor’s degree required; advanced degree a plus.

Ideal candidate also has:

• Passion for delivering the right message, to the right audience, through the right channel, at the right time.
• Comfort operating in dynamic environments with evolving priorities.
• A self-starter mindset with strong ownership, curiosity, and drive for continuous improvement.
• A team-first attitude with a bias for collaboration and results.