Director, Lifecycle Marketing

Remote (United States)

About the Role

This opportunity is for a Director, Lifecycle Marketing to own the full customer journey across lead capture, first purchase, repeat purchase, loyalty, subscription retention, and winback. The role is responsible for the strategy and performance of owned marketing channels, including email, future-state SMS, and direct mail.

This position sits at the intersection of acquisition and retention. Paid media is not part of the role, but the Director, Lifecycle Marketing will own the lower-funnel conversion work that turns acquired traffic, subscribers, and warm leads into revenue, as well as the customer lifecycle after purchase.

This is a hands-on leadership role that combines strategy, team management, execution oversight, quality control, testing, and performance analysis. The role requires someone who can build a lifecycle roadmap, guide a high-performing team, analyze cohort behavior, review automated flows, and improve customer messaging when needed.

Employment Type: Full Time

Salary: $170,000 - $215,000 per year

Additional Compensation: Equity and benefits

What You’ll Do

• Own the flows, touchpoints, and offer strategy that move subscribers and site visitors toward first purchase, including welcome series, browse abandonment, cart abandonment, lead nurture, and direct mail programs for warm leads.
• Own revenue from email, SMS, and other owned channels, along with LTV, repeat purchase rate, churn, and reactivation for subscription customers.
• Build and manage the full lifecycle journey map, including pre-purchase nurture, welcome, post-purchase, replenishment, winback, VIP, and subscription lifecycle stages.
• Define segmentation, cadence, channel mix, offer economics, and future-looking business cases.
• Partner with vendors and internal operations teams to design, launch, and measure direct mail touchpoints for lead conversion, customer reactivation, and high-value customer cohorts.
• Lead a team responsible for a high volume of promotional campaigns and evergreen lifecycle automations.
• Build and manage a rigorous testing program across both campaigns and automated flows.
• Set team priorities, remove blockers, and support analysis of the team’s work.
• Lead incrementality testing, holdouts, attribution analysis, and performance reporting.
• Work closely with growth and content teams to develop a strategic roadmap and maintain high-quality customer content.
• Stay hands-on enough to QA lifecycle flows, read cohort curves, review customer messaging, and rewrite subject lines when needed.

Qualifications

• 7+ years of experience in lifecycle marketing, retention marketing, or CRM marketing.
• At least 2 years of experience managing a team.
• Experience scaling owned-channel revenue at a DTC or consumer e-commerce brand.
• Experience at a consumer brand generating approximately $50M+ in annual revenue is strongly preferred.
• Proven experience building and optimizing lead-to-purchase conversion programs.
• Experience with welcome flows, nurture sequences, abandonment recovery, and multi-channel touchpoint strategy.
• Hands-on experience using direct mail as a conversion or retention channel.
• Experience with direct mail vendor management, list strategy, creative development, and measurement.
• Deep fluency with Klaviyo is required.
• Ability to build lifecycle flows directly while also knowing when to delegate execution.
• Strong quantitative instincts and the ability to design tests that isolate variables.
• Ability to read cohort retention curves and evaluate lifecycle performance beyond last-click attribution.
• Comfort working with data teams to identify opportunities for testing and optimization.
• Experience with subscription mechanics, loyalty programs, or complex segmentation is a strong plus.

How You Work

• You think in systems, including journeys, cohorts, and LTV, rather than one-off sends.
• You understand that a lead is an asset with decaying value and build lifecycle programs around that reality.
• You care deeply about marketing craft, but you are willing to change or remove a flow when the data shows it is not working.
• You default to writing things down, including briefs, test plans, and postmortems.
• You care about the customer experience of receiving emails and pay close attention to how messages look and feel on mobile devices.