Irene Kim

Senior Lifecycle Crm Manager @Chegg Inc.

Santa Clara, US

Lead the end-to-end consumer lifecycle strategy for a global EdTech brand, driving engagement, retention, and growth across email, SMS, push, and emerging channels. Partner cross-functionally with Product, Data Science, Growth Marketing, and MarTech to deliver personalized, data-driven lifecycle programs at scale.Key Achievements- Lead lifecycle strategy as a product-integrated growth function, aligning messaging and in-product experiences to user activation and engagement milestones- Build and optimize event-driven lifecycle journeys based on real-time product usage signals- Optimized Braze canvas templates, reducing build time by 50% and enabling advanced personalization- Built global lifecycle playbooks and governance frameworks to standardize execution and accelerate channel expansion (including WhatsApp)- Led structured A/B testing across creative, segmentation, and channel mix, increasing engagement by 10–25%- Partnered with Legal on GDPR compliance for lifecycle programs, ensuring compliant opt-in and data management processes- Managed and mentored a team of CRM managers, fostering collaboration and improving operational efficiency.