ID.me
Lifecycle Marketing Manager, Email/Push/In-app
Mountain View, California, United States
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.
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
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.
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.
Use AI‑driven workflows and automation to optimize content, timing, and delivery—ensuring communications feel timely, personal, and useful.
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.
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.
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.
Compensation & Benefits The annual base salary listed does not include a company bonus, incentive for sales roles, equity and benefits which will be determined based on experience, skills, education, relevant training, geographic location and role. ID.me offers comprehensive medical, dental, vision, health savings account, flexible spending accounts (medical, limited purpose, dependent care, commuter benefit accounts), basic and voluntary life and AD&D insurance, 401(k) with company match, parental leave, ability to participate in unlimited paid time off subject to the terms and conditions of the PTO policy, including 8 company wide holidays, short and long‑term disability insurance, accident and critical illness insurance, referral bonus policy, employee assistance program, pet insurance, travel assistant program, wellbeing and childcare discounts, benefit advocates, and a learning and development benefit. The above represents the anticipated total rewards package for this job requisition. Final offers may vary from the amount listed based on qualifications, professional experiences, skills, education, relevant training, geographic location, and other job related factors.
EEO Statement ID.me maintains a work environment free from discrimination, where employees are treated with dignity and respect. All ID.me employees share in the responsibility for fulfilling our commitment to equal employment opportunity. ID.me does not discriminate against any employee or applicant on the basis of age, ancestry, color, family or medical care leave, gender identity or expression, genetic information, marital status, medical condition, national origin, physical or mental disability, political affiliation, protected veteran status, race, religion, sex (including pregnancy), sexual orientation, or any other characteristic protected by applicable laws, regulations and ordinances. ID.me adheres to these principles in all aspects of employment, including recruitment, hiring, training, compensation, promotion, benefits, social and recreational programs, and discipline. In addition, ID.me's policy is to provide reasonable accommodation to qualified employees who have protected disabilities to the extent required by applicable laws, regulations and ordinances where a particular employee works. Upon request we will provide you with more information about such accommodations.
Privacy Please review our Privacy Policy, including our CCPA policy, at id.me/privacy. If you provide ID.me with any personally identifiable information you confirm that you have read and agree to be bound by the terms and conditions set out in our Privacy Policy.
Additional Information Mountain View, CA Pay Range: $158,500 – $226,800 USD. ID.me participates in E-Verify.
End of description.
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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.
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
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.
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.
Use AI‑driven workflows and automation to optimize content, timing, and delivery—ensuring communications feel timely, personal, and useful.
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.
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.
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.
Compensation & Benefits The annual base salary listed does not include a company bonus, incentive for sales roles, equity and benefits which will be determined based on experience, skills, education, relevant training, geographic location and role. ID.me offers comprehensive medical, dental, vision, health savings account, flexible spending accounts (medical, limited purpose, dependent care, commuter benefit accounts), basic and voluntary life and AD&D insurance, 401(k) with company match, parental leave, ability to participate in unlimited paid time off subject to the terms and conditions of the PTO policy, including 8 company wide holidays, short and long‑term disability insurance, accident and critical illness insurance, referral bonus policy, employee assistance program, pet insurance, travel assistant program, wellbeing and childcare discounts, benefit advocates, and a learning and development benefit. The above represents the anticipated total rewards package for this job requisition. Final offers may vary from the amount listed based on qualifications, professional experiences, skills, education, relevant training, geographic location, and other job related factors.
EEO Statement ID.me maintains a work environment free from discrimination, where employees are treated with dignity and respect. All ID.me employees share in the responsibility for fulfilling our commitment to equal employment opportunity. ID.me does not discriminate against any employee or applicant on the basis of age, ancestry, color, family or medical care leave, gender identity or expression, genetic information, marital status, medical condition, national origin, physical or mental disability, political affiliation, protected veteran status, race, religion, sex (including pregnancy), sexual orientation, or any other characteristic protected by applicable laws, regulations and ordinances. ID.me adheres to these principles in all aspects of employment, including recruitment, hiring, training, compensation, promotion, benefits, social and recreational programs, and discipline. In addition, ID.me's policy is to provide reasonable accommodation to qualified employees who have protected disabilities to the extent required by applicable laws, regulations and ordinances where a particular employee works. Upon request we will provide you with more information about such accommodations.
Privacy Please review our Privacy Policy, including our CCPA policy, at id.me/privacy. If you provide ID.me with any personally identifiable information you confirm that you have read and agree to be bound by the terms and conditions set out in our Privacy Policy.
Additional Information Mountain View, CA Pay Range: $158,500 – $226,800 USD. ID.me participates in E-Verify.
End of description.
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