Director, Lifecycle Marketing

Job Responsibility

• Retention Strategy & Lifecycle Ownership
• LTV Optimization: Own the comprehensive retention strategy for existing customers to minimize churn and drive re-engagement.
• Framework Management: Define and manage the customer lifecycle framework across onboarding, active, at-risk, lapsed, and win-back segments.
• Journey Mapping: Design and maintain data-driven customer journey maps to eliminate friction and capitalize on engagement opportunities.
• Omnichannel Execution: Deploy seasonal and evergreen retention campaigns across email, SMS, direct mail, push notifications, search, social, and DSPs.
• Cross-Channel Alignment: Partner with brand and branch teams to ensure messaging aligns seamlessly across digital and brick-and-mortar experiences.
• Rigorous Testing: Execute advanced A/B and multivariate testing schedules to optimize messaging, timing, channel mix, and promotional offers.
• Data Synthesis: Define, and track program ROI and KPIs, translating data insights into continuous campaign and budget optimizations.
• Cross-Functional Collaboration: Align retention initiatives with broader business objectives alongside product, analytics, and customer experience teams.
• Regulatory Compliance: Partner with legal and compliance teams to ensure all communications strictly adhere to TCPA, CAN-SPAM, and consumer finance regulations.

Performance Metrics & Success Indicators

• Repeat Transaction Rate: Measurable increase in the frequency of return customer engagements.
• Customer Churn Rate: Quantifiable reduction in lapsed and at-risk customer segments.
• Retention ROI: Proven revenue growth and efficiency gains from retention marketing spend.
• LTV-to-CAC Ratio: Upward trajectory in lifetime value relative to acquisition costs.

Talent Management and Leadership

• Talent Management: Direct and mentor a lifecycle marketing and automation team of two associates, delivering structured coaching, and actionable feedback to elevate execution.
• Culture: Foster a culture of collaboration, accountability, and continuous improvement.