Associate Director, Lifecycle Marketing & Audience Relationships

Job Title

Job Description

About The Position

People Inc. is seeking an Associate Director, Lifecycle Marketing & Audience Relationships to lead  lifecycle marketing strategy across the Entertainment & Beauty vertical, including brands like PEOPLE, InStyle, and Entertainment Weekly. This role will be responsible for building, managing, and optimizing lifecycle marketing programs that drive user engagement, retention, and lifetime value across our app, newsletters and notification programs.

About the Role

As the lifecycle marketing lead for the Entertainment & Beauty vertical, you’ll partner closely with editorial, product, and data teams to craft and optimize user journeys and subscriber experiences that deepen  engagement and build long-term brand loyalty.

This is a strategic and hands-on role that requires a deep understanding of lifecycle strategies, from onboarding and activation to engagement, re-engagement, and retention. You will leverage data and insights to build campaigns and programs that  grow and sustain strong user relationships with our brands.

This role requires a forward-thinking mindset with a strong commitment to exceeding the needs of assigned brands and stakeholders. Success depends on the ability to anticipate challenges, proactively identify new opportunities, manage responsibilities independently, and deliver exceptional support, thought partnership and execution.

About the Team

This role is part of our centralized Growth and Audience Relationship team, responsible for growing direct relationships between our brands and consumers, operating People Inc.'s brands' newsletter, notification and lifecycle marketing programs, and delivering best in class experiences to millions of subscribers. This role works as part of a “pod” on the Audience Relationship Team, composed of this role, a Subscriber Acquisition Specialist and a Content Lead. The pod works seamlessly together to grow active subscribers and users across programs. The role also works cross-functionally with product, data, production, and growth team counterparts, as well as brand leaders and brand editorial.

Hybrid 3x a week- New York/DSM

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

About The Positions Contributions:

Accountabilities, Actions and Expected Measurable Results

• Own and evolve the lifecycle marketing strategy for the Entertainment & Beauty vertical, with a focus on driving subscriber growth, retention, and  LTV for various products. Develop and optimize multi-channel lifecycle campaigns using email, browser notification, push, and in-app messaging

• Define and map out audience segmentation strategies and user journeys to deliver tailored and relevant experiences.

• Collaborate cross-functionally with editorial, product, engineering, analytics, and design teams to align lifecycle marketing strategies and campaigns with business goals and brand objectives.

• Launch and iterate on programs that support major tentpole moments, app engagement initiatives, and recurring content franchises.

• Analyze campaign performance and user behavior data to drive actionable insights and continuously improve program effectiveness.

• Serve as the subject matter expert on lifecycle marketing within the Entertainment & Beauty group, providing consultation to stakeholders.

• Maintain a close pulse on industry news, trends and innovation. Conduct internal and external program audits and present insights and recommendations to stakeholders.

The Role’s Minimum Qualifications and Job Requirements:

Education: Bachelors and/or equivalent experience.

Experience:

• 6–8 years of experience in lifecycle marketing, growth marketing, product marketing, or CRM, ideally for  subscription, app, consumer tech or media products.Proven experience designing and implementing end-to-end lifecycle strategies across direct to consumer communication channels.

• Strong analytical skills with a track record of using data to drive decisions and optimize campaigns.

• Experience working cross-functionally and comfort working in a highly matrixed structure.

• Well-developed interpersonal skills and leadership-style, with the ability to collaborate effectively across teams and influence stakeholders.

• Excellent communication and project management skills, with the ability to drive initiatives from ideation through execution.

Skills

• Proficiency in Excel and/or Google Sheets

% Travel Required (Approximate): 5%

Champion Accountability  |  Respect All  |  Expect Integrity  |  Act Now, Not Later  |  Make it Matter

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 [email protected].

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.