📌 Core Information
🔹 Job Title: Lifecycle Marketing Manager
🔹 Company: Shake Shack
🔹 Location: Home Office, 225 Varick Street Suite 301, New York, NY 10014
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: July 15, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing and executing omni-channel marketing initiatives to engage, retain, and build loyalty with guests.
- Overseeing campaign execution, guest segmentation, and collaboration with cross-functional teams.
- Working closely with various teams, including Brand, Media, and Guest Insights, to create seamless guest experiences.
- Managing the campaign production pipeline, from briefing copy and design to deployment of marketing messages.
- Analyzing campaign performance and guest engagement trends to optimize marketing strategies.
ASSUMPTION: This role requires a high level of organization, attention to detail, and strong communication skills to manage multiple stakeholders and projects effectively.
📋 Key Responsibilities
✅ Campaign & Channel Planning: Oversee the strategy, management, and execution of limited time offer and regional campaigns across email, mobile push, in-app, and new owned channels. Optimize message frequency across channels and by guest segment.
✅ Segmentation & Testing: Develop and implement segmentation strategies, supported by data, to ensure targeting the right guests at the right time. Implement a rigorous testing roadmap to continually optimize programs.
✅ Technology: Work with vendors and the Martech team to advance solutions and capabilities. Proof and QA campaigns and digital initiatives in partnership with IT/Martech to ensure flawless execution.
✅ Analytics and Reporting: Monitor in-platform campaign reporting and segment growth trends. Partner with Guest Insights to track engagement trends, revenue reporting, and guest frequency impacts.
✅ Innovation: Build annual roadmaps, including a testing calendar, to support marketing priorities and drive innovation. Maintain knowledge of guest lifecycle (CRM) best practices, tools, and industry trends.
ASSUMPTION: This role may require occasional work outside of regular business hours to meet campaign deadlines or address urgent issues.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field.
Experience: 5+ years of experience in customer lifecycle or direct marketing, at a brand, agency, or technology provider.
Required Skills:
- Proficient in Microsoft Excel (intermediate) and PowerPoint.
- Results-oriented and data-driven mindset with a highly analytical view of A/B testing, multi-variant testing, and segmentation.
- A true team player with excellent interpersonal, oral, and written communication skills.
- Experience creating or managing a content calendar.
- Experience with an enterprise marketing automation platform.
Preferred Skills:
- Experience with Braze, mParticle, and Branch.
- Loyalty program marketing experience.
- Previous experience in a fast-paced DTC marketing environment, preferably in QSR/hospitality.
- Experience working closely with MarTech and Digital Product cross-functional partners to enhance CRM capabilities.
- Experience with Alteryx and Tableau, or similar business intelligence and data science tools.
- Ability to successfully manage internal and external partner relationships and strategic roadmaps.
ASSUMPTION: While a Bachelor's degree is required, relevant work experience may be considered equivalent. Candidates with a proven track record in marketing, even without a degree, are encouraged to apply.
💰 Compensation & Benefits
Salary Range: $103,050 - $135,300 per year. This range is based on industry standards for a Marketing Manager role in the New York City area, considering the required experience level and the company's size.
Benefits:
- Weekly Pay and Performance Bonuses
- Shake Shack Meal Discounts
- Exclusive Corporate Discounts for Travel, Electronics, Wellness, Leisure Activities and More
- Medical, Dental, and Vision Insurance
- Employer Paid Life and Disability Insurance
- 401k Plan with Company Match
- Paid Time Off
- Paid Parental Leave
- Access to Employee Assistance Program on Day 1
- Pre-Tax Commuter and Parking Benefits
- Flexible Spending and Dependent Care Accounts
- Development and Growth Opportunities
Working Hours: Full-time, typically Monday-Friday, 9:00 AM - 5:00 PM, with flexibility to work outside of these hours as needed.
ASSUMPTION: The salary range provided is an estimate and may vary based on the candidate's experience, skills, and the company's internal equity considerations.
📌 Applicant Insights
🔍 Company Context
Industry: Hospitality. Shake Shack operates in the fast-casual restaurant segment, focusing on high-quality burgers, hot dogs, frozen custard, shakes, beer, wine, and more.
Company Size: Medium to Large (5,001-10,000 employees). Shake Shack is a publicly traded company with a significant presence in the United States and internationally.
Founded: 2004. Shake Shack was founded by Danny Meyer, who also founded Union Square Hospitality Group.
Company Description:
- Shake Shack began as a hot dog cart in Madison Square Park and has since grown into a global fast-casual restaurant chain.
- The company is committed to high-quality food served with a high level of hospitality, with a focus on giving back to the community.
- Shake Shack is an equal opportunity employer, committed to providing equal opportunities for success and fostering a culture of diversity, inclusion, and empowerment.
Company Specialties:
- Fast-casual dining
- High-quality burgers, hot dogs, and frozen custard
- Community involvement and giving back
- Employee development and growth opportunities
Company Website: shakeshack.com
ASSUMPTION: Shake Shack's focus on high-quality food and exceptional hospitality sets it apart in the fast-casual dining industry. The company's commitment to community involvement and employee development makes it an attractive place to work.
📊 Role Analysis
Career Level: Mid-level Marketing Manager. This role reports directly to the Senior Marketing Manager and oversees the execution of marketing campaigns across various channels.
Reporting Structure: The Lifecycle Marketing Manager reports to the Senior Marketing Manager and collaborates with cross-functional teams, including Brand, Media, and Guest Insights.
Work Arrangement: On-site, with occasional remote work possible for specific tasks or meetings.
Growth Opportunities:
- Advancement within the Marketing department, such as a promotion to Senior Marketing Manager or a similar role.
- Expansion into other areas of the business, such as Brand Management or Guest Experience.
- Opportunities to work on special projects or initiatives that may lead to new roles or responsibilities.
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to advance within the Marketing department or explore other areas of the business.
🌍 Location & Work Environment
Office Type: Corporate headquarters with an open, collaborative work environment.
Office Location(s): 225 Varick Street Suite 301, New York, NY 10014
Geographic Context:
- The office is located in the Chelsea neighborhood of Manhattan, close to public transportation and various amenities.
- New York City offers a vibrant and diverse cultural scene, with numerous entertainment, dining, and recreational options.
- The city has a humid subtropical climate, with warm summers and cold winters.
Work Schedule: Full-time, typically Monday-Friday, 9:00 AM - 5:00 PM, with flexibility to work outside of these hours as needed.
ASSUMPTION: The office environment at Shake Shack is collaborative and supportive, with a strong focus on teamwork and open communication.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the HR department
- In-person or virtual interview with the hiring manager
- Final interview with key stakeholders
- Background check and offer extension
Key Assessment Areas:
- Marketing expertise and campaign management skills
- Data analysis and segmentation abilities
- Communication and interpersonal skills
- Cultural fit and alignment with Shake Shack's values
Application Tips:
- Tailor your resume and cover letter to highlight your marketing experience, campaign management skills, and data analysis abilities.
- Demonstrate your understanding of Shake Shack's brand and values in your application materials.
- Prepare for behavioral interview questions that focus on your problem-solving skills, teamwork, and adaptability.
ATS Keywords: Customer lifecycle marketing, direct marketing, email marketing, mobile push, campaign management, segmentation strategies, A/B testing, data analysis, interpersonal skills, content calendar management, marketing automation, CRM best practices, project management, collaboration, communication skills, innovation
ASSUMPTION: Shake Shack's interview process is designed to assess candidates' marketing expertise, cultural fit, and alignment with the company's values and mission.
🛠️ Tools & Technologies
- Microsoft Excel and PowerPoint
- Enterprise marketing automation platform (e.g., Braze, mParticle, Branch)
- Business intelligence and data science tools (e.g., Alteryx, Tableau)
- Project management tools (e.g., Asana, Trello)
ASSUMPTION: The specific tools and technologies used may vary depending on the candidate's role and responsibilities.
👔 Cultural Fit Considerations
Company Values:
- Love your crew + love what you do!
- Stand For Something Good.
- Hospitality is our heartbeat.
- Quality is our foundation.
- Community is our calling.
Work Style:
- Collaborative and team-oriented
- Results-driven and data-focused
- Adaptable and responsive to change
- Committed to exceptional customer service
- Passionate about Shake Shack's mission and values
Self-Assessment Questions:
- How do you demonstrate Shake Shack's value of 'Love your crew + love what you do!' in your daily work?
- Can you provide an example of a time when you had to adapt to a significant change in your work environment, and how did you handle it?
- How do you prioritize and manage multiple projects and stakeholders, ensuring that you meet deadlines and maintain high-quality work?
ASSUMPTION: Shake Shack's culture is focused on collaboration, teamwork, and exceptional customer service, with a strong commitment to the company's mission and values.
⚠️ Potential Challenges
- The fast-paced nature of the marketing industry may require long hours and quick turnaround times for certain projects.
- Managing multiple stakeholders and projects simultaneously may be challenging, requiring strong organizational skills and adaptability.
- The role may involve working with external vendors and partners, which can present unique challenges and require strong communication and project management skills.
- The competitive nature of the fast-casual dining industry may require continuous innovation and adaptation to maintain a strong market position.
ASSUMPTION: These challenges can be overcome with strong organizational skills, adaptability, and a commitment to continuous learning and improvement.
📈 Similar Roles Comparison
- Compared to other marketing roles in the hospitality industry, this position places a greater emphasis on campaign management, segmentation, and data analysis.
- Unlike some marketing roles, this position does not require extensive travel or event planning experience.
- Career progression in this role may follow a more traditional marketing career path, with opportunities to advance within the Marketing department or explore other areas of the business.
ASSUMPTION: This role offers unique opportunities and challenges compared to similar marketing roles in the hospitality industry, with a focus on campaign management, segmentation, and data analysis.
📝 Sample Projects
- Developing and executing a targeted email campaign to promote a new menu item, with a focus on segmentation and personalization.
- Analyzing customer data to identify trends and opportunities for targeted marketing campaigns, with a focus on A/B testing and optimization.
- Managing a cross-functional team to execute a regional marketing campaign, with a focus on collaboration, communication, and project management.
ASSUMPTION: These sample projects demonstrate the key responsibilities and required skills for the Lifecycle Marketing Manager role at Shake Shack.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics within the Marketing department, and how this role fits into the broader organizational context?
- How does Shake Shack approach guest segmentation and personalization, and what role does this play in the company's overall marketing strategy?
- Can you provide an example of a successful marketing campaign at Shake Shack, and what made it particularly effective?
- What opportunities exist for growth and development within the Marketing department, and how does Shake Shack support the professional advancement of its employees?
- How does Shake Shack balance the need for innovation and adaptation with a commitment to its core values and brand identity?
ASSUMPTION: These interview questions are designed to provide insight into the company's culture, marketing strategy, and opportunities for professional growth and development.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link.
- Tailor your resume and cover letter to highlight your marketing experience, campaign management skills, and data analysis abilities.
- Prepare for behavioral interview questions that focus on your problem-solving skills, teamwork, and adaptability.
- If selected for an interview, be prepared to discuss your understanding of Shake Shack's brand and values, as well as your approach to marketing strategy and campaign execution.
- Follow up with the hiring manager within one week of your interview to express your continued interest in the position.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
