Director of Lifecycle Marketing

Responsibilities

• Own lifecycle as a core revenue channel, with accountability for repeat purchase rate, LTV, contribution margin, revenue per subscriber, and overall retention performance.
• Partnership with growth and eCommerce across lifecycle touchpoints (incl. Lead conversion for new customers) is required to be successful in this role.
• Define and lead lifecycle strategy - develop and own a cohesive lifecycle strategy across onboarding, retention, and reactivation - aligned to company revenue and profitability goals.
• Own customer journey and retention systems - define and optimize the end-to-end customer journey from first purchase to repeat customer to subscriber, improving key metrics such as time to second purchase, product adoption, and long-term retention.
• Own subscription growth and economics - lead subscription as a core growth lever, driving attach rate, retention, and LTV through improvements in on-site conversion, post-purchase upsell, and ongoing engagement.
• Own lifecycle revenue levers - partner with Growth and eCommerce to define and optimize key revenue levers including pricing communication, discounts, bundles, upsell/cross-sell, and incentives - balancing conversion, AOV, contribution margin, and brand perception.
• Own flows, campaigns, and lifecycle programs - oversee all lifecycle flows (welcome, abandonment, post-purchase, replenishment, winback) and own the lifecycle campaign calendar, ensuring strong execution across product launches and key commercial moments.
• Drive experimentation and optimization - build and lead a clear testing roadmap across lifecycle channels, continuously improving conversion, AOV, revenue per send, and long-term customer value.
• Own lifecycle channels and platforms - own lifecycle platforms (Klaviyo, Attentive, PostPilot), ensuring best practices across segmentation, deliverability, automation, compliance, and reporting.
• Lead team and cross-functional execution - build, manage, and develop a high-performing lifecycle team - this includes opportunity to hire & manage a direct report. Partner closely with Growth, eCommerce, Product, CX, and Creative to ensure lifecycle is fully integrated into GTM and the broader marketing calendar.

Requirements

• Bachelor’s Degree and equivalent work experience in a highly analytical role
• 7-10+ years of experience in lifecycle, CRM, or retention marketing
• Proven track record of owning lifecycle revenue, LTV, or retention metrics—not just campaign execution
• DTC experience, ideally at $50M+ revenue brands
• Strong experience with subscription-based or repeat purchase businesses
• Deep experience building lifecycle strategy from the ground up (not just optimizing existing programs)
• Experience with tools such as Klaviyo, Attentive, and similar platforms
• Experience with direct mail as a performance channel is a plus
• Interpersonal: Strong leadership and communication skills, with the ability to influence cross-functional stakeholders
• Highly analytical, with a deep understanding of customer behavior, retention, and LTV dynamics
• Systems thinker—able to connect lifecycle to product, CX, pricing, and broader business drivers
• Able to operate at both strategic and executional levels
• Detail-oriented with high standards for quality and rigor
• Scrappy and pragmatic, focused on driving measurable impact
• Strong ownership mindset—treats lifecycle as a business within the business