Marketing Studies Manager conducting media audience analysis for RMC BFM Group. Responsible for strategic insights and recommendations based on audience data.
About the role
- Associate Director of Lifecycle Marketing at Bumble leading strategies to drive engagement, retention, revenue growth, and member quality across apps.
Responsibilities
- Own end-to-end member communications as a unified system
- Design and manage member journeys that orchestrate messaging across CRM, in-app, push, and owned channels with intelligent prioritization
- Lead decisioning frameworks for communication logic, frequency capping, priority hierarchies, message sequencing, and A/B testing strategies
- Architect how segmentation, behavioral signals, and marketing technology (e.g., Braze, Hightouch) work together as an integrated orchestration system
- Ensure communications deliver the right message, to the right member, at the right time, through the right channel
- Own the strategy and execution of programs focused on increasing member quality, engagement, retention, and revenue
- Lead the lifecycle experimentation roadmap to identify high-impact levers across onboarding, reactivation, and loyalty
- Surface behavioral insights through segmentation and data analysis to guide CRM and in-app campaign development
- Be accountable for MAU, retention metrics, payer penetration, and revenue impact
- Develop full-funnel campaign strategies that drive improvements in member quality, engagement, retention, and revenue across key lifecycle stages
- Build targeted campaign playbooks that connect behavioral signals with the right CRM or in-app actions to drive relevance and value
- Collaborate with Product, Lifecycle, Revenue, and BI to identify key inflection points in the member journey and shape strategies that encourage meaningful action
- Translate experimentation and insights into scalable lifecycle touchpoints with a focus on continuous optimization
- Oversee development and launch of lifecycle campaigns across CRM, in-app, and owned channels with a focus on personalization and business impact
- Partner with Creative and Content teams to develop assets that reflect member needs and behavioral triggers
- Monitor campaign performance and optimize based on KPIs such as retention, CTR, engagement, member quality, conversion, and revenue
- Manage testing roadmaps to continuously improve message effectiveness, journey performance, and revenue outcomes
- Partner with Product, Revenue, Engineering, and BI to align on strategy, timelines, and execution plans
- Champion a member-first approach across all growth initiatives while balancing business and revenue objectives
- Drive operational clarity across cross-functional efforts and lead key stakeholder updates
Requirements
- 7+ years in lifecycle marketing, CRM, product marketing, or growth roles within a consumer technology or subscription-based business
- Deep expertise in CRM orchestration and lifecycle marketing with a proven track record of improving member retention, engagement, and revenue
- Hands-on experience with marketing automation and orchestration platforms such as Braze, customer data platforms like Hightouch, segmentation frameworks, and performance measurement
- Demonstrated ability to design and manage multi-channel member journeys with sophisticated decisioning logic and prioritization frameworks
- Systems thinker who understands how segmentation, signals, tooling, and messaging work together to create seamless member experiences
- Ability to develop and lead experimentation roadmaps with a test-and-learn mindset
- Excellent cross-functional collaborator and communicator with strong organizational leadership
- Strategic thinker who is also a doer and able to move from high-level vision to tactical execution
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