Senior Manager, Lifecycle Marketing (CRM & Reactivation)

About the Role

Our owned channels—push notifications, email, and reactivation campaigns—are our fastest levers for driving revenue, but they're flying blind: we can't track click-through on individual sends, attribute engagement across games, or even avoid spamming the same player three times for one campaign. You'll be the one who builds the instrumentation to turn our messaging strategy from guesswork into a measured, optimized growth engine.

Responsibilities

• Own email, push notification and in-app messaging as a single lifecycle function for Skillz Platform — strategy, calendar, execution and measurement.
• Own reactivation marketing end to end: cohort definition, offer design, ROI gating against held-out controls, step-downs and exclusion rules for perpetual reactivators.
• Own CleverTap journey design and execution once ownership transfers from Product, and drive onboarding of remaining titles as SDK 26 coverage expands.
• Make every campaign measurable: holdout-audited incremental <span data-highlighted="true" data-vc="highlighted-text">NGR</span> per campaign, CTR by channel and game, deliverability, and unsub/opt-out guardrails.
• Enforce messaging hygiene — one notification per campaign per player, mutually exclusive segments, contextual interstitial triggers, and segment→campaign attribution so no segment is orphaned.
• Design reactivation and win-back offers within the incentive rules: above-30% bonuses reserved for genuine reactivation, framed as rare and limited.
• Manage the Email Marketing Manager and build the lifecycle bench.
• Partner with Analytics for holdout design and reads, Game LiveOps for surface slates, Launch <span data-highlighted="true" data-vc="highlighted-text">GTM</span> for feature adoption campaigns, and Product for messaging machinery and <span data-highlighted="true" data-vc="highlighted-text">PN</span> observability.
• Report weekly: what was sent, what it earned, what is being retired, and what needs unblocking.

Key Competencies

• Incrementality-first thinking — instinctively asks what the control group did; treats sends, opens and pMAU as inputs rather than results.
• Lifecycle craft — journey design, triggers, frequency capping, suppression logic and deliverability, across push, email and in-app together rather than channel by channel.
• Offer economics — understands that a reactivated user arriving on bonus cash can be <span data-highlighted="true" data-vc="highlighted-text">NGR</span>-negative, and can defend a step-down against a stakeholder whose reactivation number it depresses.
• Hands-on tooling — configures journeys and segments themselves; can pull their own data in SQL or a BI tool.
• Player respect — treats notification volume as a finite asset and argues for fewer, better sends.
• Builds from zero — the function, the DL, the runbook and the measurement all need creating; comfortable with that rather than expecting an established machine.

Experience

• 6–10 years in lifecycle / CRM / retention marketing for a consumer mobile product, including direct ownership of a reactivation or win-back program.
• Deep hands-on experience with a lifecycle platform —<strong> </strong>CleverTap strongly preferred<strong>; </strong>Braze, MoEngage, Iterable or WebEngage acceptable — including journey building, segmentation and frequency management.
• Ran holdout-based incrementality measurement on messaging campaigns and can evidence a campaign they killed on the number.
• Real-money gaming industry experience required.
• Owned push notification deliverability and opt-in economics, including double-dialogue opt-in patterns and the constraints of iOS re-enablement.
• Comfortable partnering with Product on instrumentation gaps and with Analytics on independent scoring; experience taking over tooling ownership from another function is a plus.