Lifecycle Marketing Manager

About the Role

Key Responsibilities

• Establish collection and management strategy for first-party data (1PD) and rollout audience segmentation and personalized communication.
• Manage day-to-day execution of email & SMS marketing.
• Own strategic vision of AFH-owned digital platforms (AFH.com, Heinz Verified), ensuring timely updates, optimized user journeys, and alignment with brand and business goals.
• Support loyalty program long-term vision & manage execution of gamification and other UX improvements.
• Serve as project lead for the relaunch of the DTC commerce experience under AFH.com, with a focus on scaling equipment sales.
• Define KPIs, roadmap priorities, and promotional strategies in alignment with sales and commercial objectives.
• Assist with audience segmentation, content planning, and channel strategy to maximize campaign engagement and conversion.
• Manage external agency relationships to ensure timely execution, budget compliance, and delivery of high-quality creative and technical output.
• Lead sprint reviews, check-ins, and performance evaluations with agency partners to drive accountability and continuous improvement.
• Own and report on KPIs for all AFH digital platforms—focusing on revenue, website traffic, engagement, and lead acquisition.
• Define Amazon & other eTailer customer strategy.
• Create and present monthly dashboards, transforming insights into actionable recommendations for growth.
• Leverage digital tools (e.g., QR codes, virtual demos, lead capture) to extend brand presence and gather meaningful insights.
• Support the development of the AFH digital product roadmap in partnership with the AFH Digital and Digital Experience teams.
• Identify innovation opportunities across customer touchpoints to enhance AFH's competitive advantage in digital marketing.
• Act as a digital thought partner to cross-functional teams (Culinary, Equipment, Sales, Brand Marketing), helping bring strategies to life through digital channels.
• Ensure cross-functional alignment and scale best practices across the business.

Requirements

• Bachelor's degree in Marketing, Business, Digital Commerce, Communications, or a related field (or equivalent experience).
• 3 to 5+ years of experience in digital marketing, eCommerce, or omnichannel campaign execution—preferably within B2B or foodservice environments.
• Proven track record of executing and managing multi-channel digital campaigns (web, email, social, paid media).
• Loyalty, email or SMS experience with a focus on audience segmentation and personalized communications.
• Strong working knowledge of CMS & CRM platforms, marketing automation tools (e.g., Salesforce Marketing Cloud, HubSpot), and analytics platforms (e.g., Google Analytics, Adobe Analytics).
• Experience managing agency or vendor relationships with a focus on delivery, budget oversight, and creative/technical output.
• Strong analytical mindset; ability to derive insights from data and turn them into strategic recommendations.
• Exceptional verbal and written communication skills, with the ability to influence stakeholders across all levels.
• Highly organized and adept at managing multiple projects in a fast-paced environment.
• Comfortable working independently and taking ownership of complex initiatives.
• Advanced proficiency in Microsoft Office Suite (Word, Excel, PowerPoint, Outlook) and relevant digital marketing tools.

Nice to Have

• Experience within foodservice environments.
• Experience with digital tools such as QR codes, virtual demos, and lead capture.

Qualifications

• Bachelor's degree in relevant fields or equivalent experience.
• 3 to 5+ years of experience in digital marketing or eCommerce.

Benefits & Perks

• Coverage for employees and their eligible dependents through healthcare, protection, and savings plans.
• Wellbeing programs including events, resources, and learning opportunities for physical, social, emotional, and financial health.
• Participation in benefits such as Medical, Prescription Drug, Dental, Vision, Paid Time Off, Company Holidays, Leave of Absence, Flexible Work Arrangements, Recognition, Training, Employee Assistance Program, Wellbeing Programs, Family Support Programs, 401k, Life, Accidental Death & Dismemberment, Disability.