TE-1435 Senior Lifecycle & SMS Marketing Manager

Senior Lifecycle & SMS Marketing Manager Retention, CRM & Customer Journey Softobiz Technologies | Healthcare GCC About the Engagement Softobiz Technologies is hiring for its Global Capability Center (GCC) partnership with a leading US-based digital health company. This role is based in India and will be fully embedded within the GCC, supporting a high-growth direct-to-consumer telehealth platform that is building the future of metabolic health through vertically integrated care, technology, pharmacy, and personalized health experiences. Role Overview We believe retention is one of the most important growth levers in healthcare. We are looking for a Senior Lifecycle & SMS Marketing Manager to own lifecycle communication and retention strategy across SMS and email. This person will be responsible for building and optimizing the systems that drive engagement, refill behavior, retention, membership conversion, and long-term customer value. This is not a basic campaign management role. We are looking for a highly operational lifecycle marketer who deeply understands customer psychology, retention economics, segmentation, automation, deliverability, experimentation, and lifecycle architecture. You should be equally comfortable: Building journeys in Customer.io Writing high-converting SMS copy Analyzing cohorts and retention data Architecting segmentation logic Improving deliverability Collaborating with engineering on event tracking This role sits at the intersection of growth, customer experience, product, and retention. What You'll Own Own and evolve the Healthcare GCC's lifecycle marketing strategy across SMS and email Build and optimize automated customer journeys across the full lifecycle, including: Abandoned intake recovery Onboarding Approval and shipping communication Refill reminders Side-effect reassurance Membership conversion Cancellation prevention Winback campaigns Payment recovery Cross-sell and upsell flows Architect and maintain lifecycle automations within Customer.io Develop advanced segmentation frameworks using behavioral events, customer attributes, purchase history, engagement data, and lifecycle stages Write and optimize high-performing SMS and email copy designed to improve engagement, conversion, and retention Establish messaging standards, cadence rules, suppression logic, and frequency controls across channels Lead rigorous experimentation across messaging, timing, offers, flow structures, and customer journeys Improve retention KPIs including: Second-order conversion Refill rate Churn reduction Membership attachment Customer LTV Time-to-second-order Partner closely with Product, Engineering, Data, CX, and Growth teams to improve lifecycle performance and customer experience Work with engineering and analytics teams to ensure proper event tracking, attribution, and lifecycle measurement Own deliverability, compliance, sender reputation, opt-in systems, and SMS operational health Build dashboards and present lifecycle performance, retention trends, and revenue impact to leadership Mentor junior marketers and help establish lifecycle QA and operational standards What Success Looks Like Increased refill and repeat purchase rates Reduced churn and cancellation rates Higher customer LTV Increased membership conversion and retention Faster customer progression to second order Improved SMS and email engagement metrics Strong deliverability and sender reputation Well-structured lifecycle systems that scale with the business Clear attribution between lifecycle efforts and revenue impact Requirements 5–8+ years of experience in lifecycle marketing, retention marketing, CRM, email marketing, or SMS marketing Deep hands-on experience with Customer.io including: Segmentation Broadcast campaigns Journey builder Liquid templating Event-triggered automations Strong experience building complex lifecycle automations and customer journeys Proven experience driving measurable revenue through SMS and email programs with clear, quantified business impact Strong understanding of customer segmentation, cohort analysis, suppression logic, frequency caps, and retention strategy Experience with experimentation and A/B testing frameworks Strong copywriting skills with deep understanding of customer psychology and conversational messaging Strong understanding of SMS deliverability, TCPA compliance, 10DLC registration, opt-in management, and lifecycle communication best practices Experience working cross-functionally with engineering, product, data, and growth teams Experience presenting lifecycle performance and attribution reporting to leadership Highly operational and detail-oriented Comfortable operating in a fast-moving, high-ownership environment Preferred Tools & Platforms Experience with some or most of the following: Customer.io Twilio Attentive Postscript Braze Klaviyo Segment Mixpanel BigQuery Northbeam VWO GoHighLevel Customer Data Platforms (CDPs) SQL for lifecycle and cohort analysis Nice to Have Experience in telehealth, healthcare, wellness, subscriptions, or e-commerce Familiarity with HIPAA-conscious communication environments Experience working with behavioral event tracking and identity resolution Experience building lifecycle systems inside high-growth consumer brands Experience mentoring junior marketers or managing agency relationships Experience managing SMS programs at scale with strong operational discipline The Type of Person Who Thrives Here Obsesses over customer behavior and retention Thinks in systems, not campaigns Notices friction points and emotional moments in customer journeys Understands the psychology behind engagement, churn, and trust Loves testing, optimizing, and improving performance Balances creativity with analytical thinking Takes ownership and moves quickly Wants to help build a category-defining healthcare company Interview Process Lifecycle Architecture Review Walk us through a lifecycle system or automation framework you designed, including the strategy, segmentation, messaging structure, and business impact. SMS & Retention Case Study Show us an SMS or lifecycle campaign you built, what you tested, the results, and what you learned. Customer.io Build Exercise Build or outline a lifecycle journey based on a real-world Healthcare GCC scenario. Cross-Functional Problem Solving Discuss how you would work with Product or Engineering to improve event tracking, onboarding flows, or retention systems. Why This Role Matters In this Healthcare GCC engagement, SMS and email are not just marketing channels. They are core parts of the customer experience. Every message can influence trust, retention, adherence, and long-term health outcomes. We are looking for someone who can help architect a world-class lifecycle system that keeps customers engaged, supported, informed, and progressing throughout their journey — building something that truly matters for patients' lives. About Softobiz Technologies Softobiz Technologies is a technology and product services company headquartered in India, operating Global Capability Centers (GCCs) for leading international clients across healthcare, fintech, and enterprise software. Our GCC model enables world-class talent in India to work directly within the product and engineering teams of our global partners, contributing meaningfully to product strategy, growth, and operations.