Lifecycle Marketing Manager, PEOPLE App

Job Title

Job Description

I. Job Summary | Major goals and objectives.

Dotdash Meredith is seeking a Lifecycle Marketing Manager to support and execute the lifecycle marketing strategy for the PEOPLE app, one of the company's flagship mobile experiences. This is a hybrid role based in New York, with an in-office requirement of 3 days per week.

Reporting into the Associate Director of Lifecycle Marketing & Audience Relationships for the Entertainment & Beauty brands, this role is responsible for owning the end-to-end execution of PEOPLE app lifecycle campaigns. This includes day-to-day project management, campaign management, asset trafficking, QA, performance monitoring, and campaign optimization-supporting a broader vision to build engagement, retention, and long-term user value.

This is a highly collaborative, execution-focused position ideal for someone who thrives in fast-paced environments, brings strong attention to detail, and is deeply comfortable with mobile marketing and CRM tools.

Hybrid 3x a week- (New York City)

In-office Expectations: This position is hybrid in-office, with the ability to work remotely for up to 2 days per week.

II. Essential Job Functions

• Execute Lifecycle Marketing Strategy:

  • Create and project manage the development and optimization of lifecycle marketing programs and assets across onboarding, engagement, and retention as defined by the Associate Director.

  • Coordinate deployment of cross-channel campaigns including push notifications, in-app messaging, and email.

  • Handle campaign QA, testing, scheduling, and approvals to ensure flawless execution.

• Creative Briefing and Asset Management:

  • Write detailed project briefs and collaborate with creative, editorial, and design teams to ensure assets are timely, on-brand, and optimized for performance.

  • Review and traffic creative assets through appropriate channels for stakeholder approval.

• Campaign Operations:

  • Set up campaign links using AppsFlyer OneLinks and coordinate tagging with product and engineering.

  • Maintain comprehensive documentation for all live and upcoming campaigns.

• Performance Reporting and Optimization:

  • Monitor and report on campaign KPIs (e.g., open rate, CTR, retention rate) using tools such as Looker, Iterable and other dashboards.

  • Surface insights, propose A/B tests, and recommend optimizations to improve lifecycle performance over time.

• Cross-Functional Collaboration:

  • Work closely with product, marketing, business and audience development teams to align lifecycle execution with larger app goals.

  • Communicate progress and challenges to stakeholders in a timely and solutions-oriented manner.

• Measurable Results Expected:

  • Timely and accurate execution of all lifecycle campaigns.

  • Demonstrated improvements in user engagement, activation, and retention metrics.

  • Increased operational efficiency.

  • Clear contribution to meeting PEOPLE app growth and retention goals.

III. Minimum Qualifications and Job Requirements | All must be met to be considered.

• Minimum 5 years of hands-on experience in lifecycle marketing, CRM, or mobile app marketing, preferably in a subscription-based or consumer tech environment.

• Proven ability to manage end-to-end campaign execution, including briefing, QA, deployment, and performance tracking.

• Strong familiarity with tools such as AppsFlyer, Braze, Iterable, or similar.

• Demonstrated success in optimizing mobile engagement through push, in-app, and/or email channels.

• Analytical proficiency in reviewing performance data and making recommendations for improvement.

• High level of organization and attention to detail, with experience managing multiple priorities.

• Excellent written and verbal communication skills.

• Comfort working in a highly matrixed, cross-functional environment.

% Travel Required (Approximate): Occasional travel (~5%) may be required for team meetings or training

It is the policy of People Inc. to provide equal employment opportunity (EEO) to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, sexual orientation, gender identity and/or expression, genetic information, marital status, status with regard to public assistance, veteran status, or any other characteristic protected by federal, state or local law. In addition, the Company will provide reasonable accommodations for qualified individuals with disabilities.Accommodation requests can be made by emailing hr@people.inc.

The Company participates in the federal E-Verify program to confirm the identity and employment authorization of all newly hired employees. For further information about the E-Verify program, please click here: https://www.e-verify.gov/employees

Pay Range

The pay range above represents the anticipated low and high end of the pay range for this position and may change in the future. Actual pay may vary and may be above or below the range based on various factors including but not limited to work location, experience, and performance. The range listed is just one component of People Inc's total compensation package for employees. Other compensation may include annual bonuses, and short- and long-term incentives. In addition,People Inc. provides to employees (and their eligible family members) a variety of benefits, including medical, dental, vision, prescription drug coverage, unlimited paid time off (PTO), adoption or surrogate assistance, donation matching, tuition reimbursement, basic life insurance, basic accidental death & dismemberment, supplemental life insurance, supplemental accident insurance, commuter benefits, short term and long term disability, health savings and flexible spending accounts, family care benefits, a generous 401K savings plan with a company match program, 10-12 paid holidays annually, and generous paid parental leave (birthing and non-birthing parents), all of which may vary depending on the specific nature of your employment with People Inc. and your work location. We also offer voluntary benefits such as pet insurance, accident, critical and hospital indemnity health insurance coverage, life and disability insurance.