Lifecycle Marketing Manager

**BASIS Ed is seeking a strategic and data-driven Lifecycle Marketing Manager to lead owned-channel marketing across its growing network of public charter schools located at our Scottsdale Central Office!**

**Visit enrollbasis.com to learn more about us!**

The Lifecycle Marketing Manager owns the prospective-family communication strategy across email, SMS, CRM, website content, SEO content, marketing automation, and enrollment nurture programs. The Lifecycle Marketing Manager is responsible for planning, creating, managing, and optimizing the content and communications that guide families from initial awareness through inquiry, application, and enrollment.

Working alongside the Performance Marketing Manager, this position ensures prospective families receive a cohesive and personalized experience after engaging with a paid advertisement, search result, website, enrollment event, or other lead generation initiative. While the Performance Marketing Manager is responsible for acquiring prospective families through paid media and demand generation programs, the Lifecycle Marketing Manager is responsible for converting that interest into inquiry, application, and enrollment through effective content, personalized communications, optimized digital experiences, and automated nurture programs.

Join an organization that is helping transform standards for public education. BASIS Ed is the management services provider for BASIS Charter Schools, the highest-performing public school network in the U.S., as well as other innovative public charter school models.

**Essential Functions:**

**Lifecycle Strategy & Customer Journey**

* Develop and manage lifecycle marketing strategies that guide prospective families from subscriber to lead, applicant, and enrolled family.
* Design and optimize multi-channel communication journeys that improve engagement, application starts, and enrollment conversion.
* Own the prospective-family experience after a lead enters the enrollment funnel.
* Map customer journeys, conversion points, communication needs, and engagement opportunities across each stage of the enrollment lifecycle.
* Identify friction points throughout the enrollment process and implement solutions that improve family experience and funnel performance.
* Develop audience segmentation and personalization strategies based on lifecycle stage, behavior, school interest, geography, grade level, and enrollment intent.
* Establish lifecycle definitions, entry criteria, automation triggers, lead-scoring models, and handoff processes across HubSpot, SchoolMint, and related systems.
* Develop distinct nurture strategies for Open Enrollment, evergreen enrollment, new school launches, and priority campuses.
* Partner with Performance Marketing to improve acquired lead quality and maximize inquiry-to-enrollment conversion

**Content Strategy, Communications & Editorial Leadership**

* Own the enrollment content strategy across email, SMS, website content, landing pages, blog content, and other owned digital channels.
* Develop content plans that address prospective-family questions, concerns, objections, and decision-making needs throughout the enrollment journey.
* Create and maintain editorial calendars supporting Open Enrollment campaigns, enrollment milestones, school launches, tours, events, and ongoing enrollment initiatives.
* Develop messaging frameworks and communication strategies tailored to key audience segments and lifecycle stages.
* Maintain governance over prospective-family messaging, ensuring consistency, accuracy, brand alignment, and audience relevance across all owned channels.
* Identify content gaps and opportunities that improve engagement, conversion, search visibility, and enrollment outcomes.
* Partner with Creative Services, school leaders, and subject matter experts to develop compelling enrollment-focused content and storytelling.
* Ensure content is audience-centered, conversion-focused, and aligned with BASIS Education brand standards.

**Email, SMS & Marketing Automation**

* Own the strategy, planning, execution, and optimization of all prospective-family email and SMS communications.
* Build, launch, and optimize automated lifecycle programs across email, SMS, CRM, and other engagement channels.
* Develop nurture campaigns, behavioral triggers, workflows, audience segments, and personalized communication pathways.
* Establish communication cadences, lifecycle messaging standards, frequency guidelines, and audience suppression strategies.
* Create and optimize email and SMS content that drives engagement and progression through the enrollment funnel.
* Manage communication calendars across lifecycle stages and enrollment campaigns.
* Monitor campaign performance and continuously improve messaging, timing, audience selection, personalization, and calls to action.
* Own audience segmentation, list hygiene, suppression management, consent management, and data quality across lifecycle programs.
* Maintain clean, accurate, and compliant audience data through regular audits, deduplication, segmentation reviews, and workflow validation.
* Monitor email and SMS deliverability metrics and implement practices that protect sender reputation and improve engagement.
* Partner with Marketing Operations and Enrollment teams to ensure CRM data integrity, lifecycle-stage accuracy, and proper audience management.
* Partner with Enrollment and School Management teams to improve lead routing, communication workflows, and follow-up processes

**Website, SEO & Conversion Optimization**

* Lead enrollment-focused website content strategy and organic growth initiatives in partnership with the Performance Marketing Manager, Creative Services team, and external partners as needed.
* Develop and oversee SEO, AEO, and GEO content strategies that improve search visibility and qualified traffic.
* Manage SEO priorities including keyword strategy, content optimization, internal linking, content maintenance, and local search opportunities.
* Optimize website and landing-page experiences to improve subscriptions, inquiries, event registrations, applications, and enrollment conversions.
* Partner with the Performance Marketing Manager to ensure paid-media landing pages align with campaign objectives, messaging, and conversion goals.
* Lead testing initiatives for landing pages, forms, content, calls to action, and user journeys.
* Monitor website, conversion, and search-performance metrics to identify opportunities for improvement.
* Maintain market-specific and school-specific content supporting enrollment priorities across multiple campuses.
* Stay current on SEO, AEO (Answer Engine Optimization), GEO (Generative Engine Optimization), and emerging search best practices.

**Testing, Optimization & Analytics**

* Own the lifecycle experimentation roadmap focused on improving inquiry-to-application and application-to-enrollment conversion.
* Design and execute A/B tests across messaging, timing, segmentation, landing pages, workflows, content, and communication channels.
* Analyze campaign and funnel performance to identify opportunities, improve results, and scale successful approaches.
* Develop reporting and dashboards that connect lifecycle marketing activities to enrollment outcomes.
* Measure and report on subscriber growth, engagement, inquiry generation, application activity, funnel progression, and enrollment performance.
* Present insights, recommendations, and performance updates to enrollment, school partners, and leadership.
* Translate data into actionable recommendations that improve lifecycle performance and enrollment outcomes.

**Cross-Functional Collaboration**

* Serve as the organization's subject matter expert for lifecycle marketing, nurture strategy, CRM communications, content strategy, and marketing automation.
* Partner with Performance Marketing, Analytics, Marketing Operations, Creative Services, Enrollment, and school leadership teams.
* Collaborate on strategies that support enrollment goals while delivering an exceptional prospective-family experience.
* Coordinate development of content, messaging, and campaign assets required for lifecycle and enrollment initiatives.
* Establish documentation, quality-control standards, communication governance, and lifecycle marketing best practices across owned channels.
* Stay current on lifecycle marketing best practices, automation technologies, AI tools, compliance requirements, accessibility standards, and customer engagement trends.

**Performance Accountability**

This role is accountable for improving:

* Inquiry-to-application conversion
* Application completion rates
* Application-to-enrollment conversion
* Event registration and attendance conversion
* Prospective-family engagement
* Email and SMS engagement, deliverability, and conversion
* Website and landing-page conversion rates
* Lifecycle campaign effectiveness
* Content engagement and content-assisted conversions
* Organic search visibility and qualified organic traffic
* Enrollment funnel efficiency
* Marketing-attributed enrollment growth
* CRM data quality and workflow reliability

**Required Qualifications:**

* Bachelor's degree in Marketing, Communications, Business, Analytics, or a related field.
* 5+ years of hands-on experience in lifecycle marketing, CRM marketing, marketing automation, growth marketing, enrollment marketing, content marketing, or related disciplines.
* Proven experience building and optimizing automated email, SMS, CRM, and nurture programs.
* Strong content strategy, copywriting, editorial planning, and audience communication experience.
* Demonstrated success developing content and communication strategies that drive engagement, lead nurturing, and conversion.
* Exceptional organizational skills and attention to detail, with the ability to manage complex audience segments, automated workflows, testing plans, content calendars, and campaign schedules with a high degr