About this role
Role Description
The Lifecycle Marketing Manager role builds and engages the base of drivers charging on the EVgo network. It applies an in-depth knowledge of mobile app marketing to design and execute campaigns that drive growth, engagement, and the adoption of premium features including subscriptions and Autocharge+. This role exercises independent judgment across the full lifecycle marketing program, from strategy and testing through execution and performance analysis. The role is a driver of EVgo's customer engagement and retention strategy in a fast-paced, data-driven environment.
Responsibilities
Lifecycle Campaign Strategy & Execution: Design and deploy lifecycle marketing campaigns that build and engage the base of drivers charging on the EVgo network. Drive product adoption, including subscriptions and Autocharge+, through targeted lifecycle communications. Enhance customer loyalty by optimizing and enhancing each stage of the customer journey. Testing, Data & Optimization: Build and maintain a testing roadmap to drive continuous improvements in engagement and conversion performance. Conduct A/B testing to optimize customer communications across push, email, in-app notifications, and SMS. Use data-driven insights to track, analyze, and continuously improve key performance indicators; use analytics tools to identify trends and opportunities for improvement. Compliance & Platform Stewardship: Ensure customer communications and CRM list practices comply with applicable data privacy and marketing regulations (e.g., CAN-SPAM, TCPA), escalating complex compliance questions as needed. Team Development & Knowledge Sharing: Share lifecycle marketing best practices, testing results, and platform expertise with team members to build broader team capability. Cross-Functional Collaboration: Work closely with marketing, product, engineering, and design teams to ensure seamless integration of lifecycle marketing campaigns. Perform other duties and special projects as assigned to support team and organizational objectives.
Qualifications
Typically requires a minimum of 8 years of related experience with a Bachelor’s degree; or 6 years and a Master’s degree; or a PhD with 3 years of experience; or equivalent experience. Bachelor's degree in Marketing, Communications, Business, or a related field. Experience with DTC ecommerce or subscription-based products. Demonstrated experience in lifecycle marketing and mobile app growth. Deep knowledge of mobile app marketing strategies, channels (push, email, in-app notifications, SMS), and best practices. Strong analytical skills with the ability to measure performance, identify improvements, and optimize. Direct experience with Braze or Iterable required. Proven track record managing and optimizing campaigns through data-driven insights. Strong project management and organizational skills. Occasional travel may be required for team or cross-functional meetings.
Benefits
Health & Wellness: Medical, dental, and vision coverage, plus mental wellbeing support and wellness programs. Financial Benefits: 401(k), Health Savings Account (HSA) and Flexible Spending Accounts (FSA) for medical and dependent care, life and disability insurance. Work-Life Support: Uncapped paid time off, enhanced parental leave, and Employee Assistance Program (EAP). Care Navigation & Support: Access to Health Advocate services for help with claims, provider searches, and care decisions. Flexible Care Options: Telehealth services for convenient, low-cost access to care. Growth & Development: Mentorship programs and opportunities for career growth and internal mobility. Additional Perks: Monthly Tech Stipend, one-time home office setup reimbursement, Volunteer time off, commuter benefits, and employee focused programs.