Director, Lifecycle Marketing

Edible Brands® was launched in 2022 to bring together powerful, purpose-led brands under one unified purpose: to enrich everyday life through celebration, nourishment, and wellness. Today, Edible Brands powers three bold and growing concepts across 700+ locations worldwide. Our portfolio spans Edible Arrangements®, the iconic gifting brand; Rōti®, a Mediterranean-inspired fast-casual restaurant; edibles.com™, a trusted marketplace for low-dosage THC & CBD wellness products; and BerryDirect®, our robust supply chain infrastructure. Together, these brands are fueled by The Edible Way—a set of employee-driven values that keep us committed, collaborative, adaptable, results-driven, and always ready to celebrate.

This position will work onsite out of our Corporate Office in Sandy Springs, GA Monday – Friday.

About the role

As Director of Lifecycle Marketing, you will own the vision, strategy, and performance of lifecycle marketing – including loyalty, email, SMS and app/push - across all Edible Brands. You will transform lifecycle marketing into a centralized, data-driven growth engine—driving customer retention, frequency, and lifetime value across Edible and Roti. This role requires a leader who can scale lifecycle capabilities across multiple brands while building the team, processes, and technology needed to support long-term growth.

Responsibilities

• Define and lead the enterprise lifecycle marketing strategy across email, SMS, loyalty, push, and other owned channels to drive customer growth and retention.
• Own the end-to-end customer lifecycle, including onboarding, engagement, retention, reactivation, and omnichannel customer experiences.
• Build and scale a centralized lifecycle marketing function, establishing team structure, processes, and best practices across brands.
• Lead, mentor, and grow a high-performing team focused on campaign execution, automation, analytics, and optimization.
• Own the lifecycle marketing technology ecosystem, ensuring platforms support personalization, automation, and scalable execution.
• Partner with analytics and data teams to develop customer segmentation and personalized experiences powered by first-party data.
• Own lifecycle performance, including revenue, retention, conversion, purchase frequency, and customer lifetime value, with clear KPIs and accountability.
• Champion a culture of testing and optimization through experimentation, measurement, and continuous improvement.
• Partner cross-functionally with Marketing, Product, Technology, Analytics, and Operations to integrate lifecycle marketing into the broader customer experience.
• Serve as the leader for lifecycle marketing, shaping strategy, influencing business decisions, and communicating results to senior leadership.

Requirements

• 8–12+ years of experience in lifecycle, CRM, or retention marketing
• Proven experience leading and scaling lifecycle programs and teams
• Experience managing teams and building organizational capability
• Strong track record of driving measurable business impact
• Experience in ecommerce and/or QSR
• Deep understanding of marketing automation, CRM, and CDP ecosystems
• Experience with lifecycle analytics, segmentation, and personalization strategies
• Familiarity with leading ESP/marketing automation platforms (e.g., Cordial, Klaviyo, Paytronix), CDPs (e.g., Segment), and personalization tools (e.g., Dynamic Yield)
• Experience evaluating or leading transitions between marketing technology platforms a plus
• Experience working with cross-channel attribution and performance measurement

Skills

• Strategic, outcome-oriented leader who focuses on business impact
• Highly collaborative and influence effectively across teams and levels
• Data-driven and customer-centric in decision making
• Comfortable operating at both strategic and executional levels
• Builder—of teams, processes, and scalable marketing systems

Benefits

• Strong team-oriented environment, emphasizing cross-functional partnerships
• Growth & Development – Each team member has a visible and immediate impact on the business, offering abundant opportunities for personal and professional growth
• Healthcare plans that include health/dental/vision insurance
• 401K Plan
• Company-paid life insurance and short-term disability
• Flexible spending account options
• Paid time off, including sick days & holidays to support work-life balance