Lifecycle Marketing Lead (Remote US)

About the role

The Associate Director of Lifecycle Marketing will help build Directive's Lifecycle Marketing practice from the ground up. This is a player-coach role from day one, combining strategy, platform architecture, client delivery, and execution. You will help define how Directive approaches Lifecycle Marketing as a practice, including methodology, service offerings, delivery model, technology recommendations, measurement frameworks, and market entry.

Responsibilities

• Lifecycle Strategy & Architecture
• Establish how Directive approaches Lifecycle Marketing across both eCommerce and Service/SaaS clients.
• Build lifecycle strategies rooted in the client's revenue model, customer journey, data, and business objectives.
• Architect end-to-end customer and prospect journeys across acquisition, nurture, conversion, onboarding, retention, expansion, and re-engagement.
• Create segmentation strategies using demographic, firmographic, behavioral, purchase, engagement, lifecycle-stage, and account data.
• Identify gaps in existing lifecycle programs and prioritize the highest-impact opportunities.
• Develop testing roadmaps across messaging, timing, audience, journey structure, offers, and conversion points.
• Establish measurement frameworks that connect lifecycle activity to meaningful business outcomes.
• Hands-On Client Delivery
• Build alongside the team and act not only as a strategy-only leader.
• Work closely with the Director and Managing Director for strategic direction, support, and partnership.
• Own relationships, not simply deliver assigned tasks.
• Build the Lifecycle Marketing Practice.
• Platforms & Technology
• Work across client technology stacks rather than operating within a single platform.
• Client Leadership
• Own relationships, not simply deliver assigned tasks.
• Build the Lifecycle Marketing Practice.
• Sales, Scoping & Growth
• Help Directive determine where Lifecycle Marketing can create value before an engagement begins.
• Over time, become one of the people Directive's Sales and Client teams turn to when they need to understand what a strong Lifecycle Marketing engagement should look like.

Requirements

• 6+ years of experience across Lifecycle Marketing, CRM, marketing automation, retention, or related disciplines.
• Meaningful experience supporting B2B, SaaS, Service, or complex eCommerce business models.
• Strong understanding of segmentation, automation, customer journeys, trigger logic, experimentation, and lifecycle measurement.
• Experience working with imperfect data and creating practical strategies despite technical limitations.
• Strong client-facing communication and the ability to confidently lead conversations with senior stakeholders.
• Experience connecting lifecycle activity to pipeline, revenue, retention, expansion, or other meaningful business outcomes.
• Previous experience mentoring, managing, or informally developing other marketers.
• Ability to move between strategy and execution without seeing hands-on work as "below" the role.
• Strong commercial instincts and comfort participating in scoping, pitching, or expanding client engagements.
• Comfort operating in ambiguity and creating structure where little exists today.
• A strong point of view paired with a willingness to change that point of view when the data or client context calls for it.

Qualifications

• Agency or consulting experience managing multiple clients simultaneously.
• Experience supporting both eCommerce and B2B/SaaS lifecycle programs.
• Experience with manufacturer, distributor, dealer, reseller, or other channel-driven revenue models.
• Experience with ERP environments such as SAP, Oracle, NetSuite, Epicor, or Infor and their relationship to customer and marketing data.
• Experience with SMS strategy, technology evaluation, implementation, and optimization.
• Experience partnering closely with RevOps, Sales Operations, or Marketing Operations teams.
• Experience auditing lifecycle programs and translating findings into paid consulting engagements.
• Previous responsibility for scoping, pitching, or selling professional services.
• Experience helping build a new capability, department, or service offering.
• Platform certifications across HubSpot, Salesforce, Salesforce Marketing Cloud, Klaviyo, or comparable technologies.

Skills

• Player-Coach Leadership
• Hands-on experience architecting lifecycle programs from scratch rather than only optimizing established programs.
• Strong understanding of segmentation, automation, customer journeys, trigger logic, experimentation, and lifecycle measurement.
• Working expertise in at least two major lifecycle or marketing automation platforms such as HubSpot, Salesforce Marketing Cloud, Pardot, Klaviyo, Marketo, or Attentive.
• Experience working with imperfect data and creating practical strategies despite technical limitations.
• Strong client-facing communication and the ability to confidently lead conversations with senior stakeholders.
• Experience connecting lifecycle activity to pipeline, revenue, retention, expansion, or other meaningful business outcomes.
• Previous experience mentoring, managing, or informally developing other marketers.
• Ability to move between strategy and execution without seeing hands-on work as "below" the role.
• Strong commercial instincts and comfort participating in scoping, pitching, or expanding client engagements.
• Comfort operating in ambiguity and creating structure where little exists today.
• A strong point of view paired with a willingness to change that point of view when the data or client context calls for it.
• Agency or consulting experience managing multiple clients simultaneously.
• Experience supporting both eCommerce and B2B/SaaS lifecycle programs.
• Experience with manufacturer, distributor, dealer, reseller, or other channel-driven revenue models.
• Experience with ERP environments such as SAP, Oracle, NetSuite, Epicor, or Infor and their relationship to customer and marketing data.
• Experience with SMS strategy, technology evaluation, implementation, and optimization.
• Experience partnering closely with RevOps, Sales Operations, or Marketing Operations teams.
• Experience auditing lifecycle programs and translating findings into paid consulting engagements.
• Previous responsibility for scoping, pitching, or selling professional services.
• Experience helping build a new capability, department, or service offering.
• Platform certifications across HubSpot, Salesforce, Salesforce Marketing Cloud, Klaviyo, or comparable technologies.

Benefits

We offer a competitive base salary ranging from $100,000 to $120,000 USD annually. Additionally, we provide medical, dental, vision plans, disability, and life insurance coverage for you and your family. We also offer mental health support through Spring Health, physical wellness programs like physical therapy through Omada, and financial planning options including a traditional and Roth 401(k) with a 3% company match. We encourage personal growth and well-being with benefits like unlimited PTO, paid company holidays, birthday off, and end-of-year recharge. We also provide a company-wide retreat and a bonus based on tenure, which scales over time. We strive to support the whole person with a variety of benefits tailored to your needs.