Customer Lifecycle Director

About the role

Lola Blankets is a fast-growing, design-driven brand creating the world’s most loved faux-fur blankets. With a devoted community, strong influencer presence, and rapid scale, we are redefining what comfort and style mean for the home.

Key Responsibilities

• Own the end-to-end lifecycle strategy, ensuring every stage of the customer journey deepens connection and drives repeat behavior.
• Build and launch Lola’s loyalty program, including structure, tiers, benefits, and ongoing engagement.
• Lead the retention and loyalty strategy component of our digital products: the website and mobile app.
• Partner closely with Brand and Creative to design storytelling moments, VIP touchpoints, and experiential retention initiatives (events, access, exclusive drops).
• Develop segmentation, personalization, and analytics frameworks that inform lifecycle strategy and measure LTV, repeat rate, and cohort performance.
• Lead lifecycle channels (email, SMS, direct mail) and manage CRM/loyalty tech stack while innovating beyond traditional tactics.
• Manage the Sr. Retention Marketing Manager and future retention associates.
• Drive cross-functional alignment with Brand, Product, Ecomm, CX, and Paid Media to ensure a unified customer ecosystem.

Qualifications

• 7+ years in lifecycle, retention, or loyalty marketing at a high-growth DTC brand, luxury brand, or top-tier agency including 3+ years of management experience.
• Direct experience building or operating successful loyalty programs or community-driven customer ecosystems.
• Proven ability to create experiential, brand-led retention moments (events, VIP access, exclusive offerings).
• Strong collaboration skills with Brand/Creative teams and an ability to blend storytelling with performance.
• Strong analytical skills — expertise in segmentation, cohort analysis, and LTV-based strategy.
• Track record of owning the lifecycle roadmap and delivering measurable improvements in repeat purchase and retention.

Benefits

• 21 days paid vacation + most federal holidays
• Comprehensive health, dental, and vision coverage.
• 16 weeks paid birth parent leave; 8 weeks for non-birth parents
• 55% off Lola Blankets for friends and family
• Opportunities for career growth and leadership as the company scales