Senior Director, Lifecycle Marketing

This position is based in the United States and is fully remote with a remote-first culture.

About the role

The Senior Director, Lifecycle Marketing will lead the strategy and execution of end-to-end customer lifecycle programs, driving acquisition, engagement, retention, and long-term value. This role serves as a key growth leader, owning the systems and experiences that turn prospects into loyal customers. The ideal candidate will combine analytical rigor, creative excellence, and deep expertise in subscription and direct-to-consumer marketing. With ownership across email, SMS, push, and future lifecycle channels, this position will shape how customers interact with the brand throughout their journey. The role requires a strategic operator who can translate customer insights into measurable business outcomes. This is a high-impact opportunity to build scalable lifecycle capabilities within a science-driven, fast-growing consumer health environment.

Responsibilities

• Define and execute a comprehensive lifecycle marketing strategy spanning acquisition nurture, onboarding, engagement, retention, churn prevention, and winback initiatives.
• Own customer journey architecture across email, SMS, push, and emerging lifecycle channels, ensuring consistent and valuable customer experiences.
• Build and optimize acquisition lifecycle programs, including lead capture, welcome journeys, education flows, cart abandonment, and conversion campaigns.
• Develop retention strategies focused on improving customer lifetime value, reducing churn, and increasing reactivation rates.
• Create advanced winback programs using behavioral insights, customer segmentation, and data analysis to recover inactive customers.
• Lead cross-sell and expansion initiatives that deepen customer relationships across the product portfolio.
• Establish a lifecycle experimentation framework using holdouts, incrementality testing, and performance analysis to identify high-impact opportunities.
• Develop measurement systems tracking key business metrics including conversion rates, retention curves, cohort performance, lifecycle revenue contribution, and customer value.
• Partner with Growth, Product, Data, and Commercial teams to align lifecycle initiatives with broader business objectives.
• Provide strategic leadership and mentorship to build a high-performing lifecycle marketing team and operating model.
• Maintain a high standard of brand expression across all customer communications, balancing personalization, usefulness, and customer trust.

Requirements

• 8+ years of experience in lifecycle, CRM, retention, or growth marketing roles, with significant experience in DTC or subscription-based businesses.
• Proven experience building lifecycle programs from the ground up and scaling customer relationship strategies.
• Strong understanding of acquisition and retention funnels, customer segmentation, cohort analysis, and lifetime value optimization.
• Demonstrated ability to use data and experimentation to guide strategic decisions and measure business impact.
• Experience managing lifecycle channels including email, SMS, push notifications, and related customer engagement platforms.
• Deep familiarity with lifecycle marketing technologies such as Iterable, Braze, Klaviyo, or similar platforms.
• Ability to partner effectively with engineering, product, analytics, and marketing teams on data architecture and personalization initiatives.
• Strong strategic thinking with the ability to translate complex insights into clear recommendations and actions.
• Excellent communication skills with experience presenting lifecycle strategies and results to executive stakeholders.
• Strong ownership mindset with the ability to prioritize, test, improve, and eliminate initiatives based on impact.
• High standards for creative quality, customer experience, and brand consistency.
• Preferred experience in health, wellness, premium consumer brands, Shopify, subscription platforms, personalization, or machine-learning-driven targeting.

Benefits

• Competitive annual salary range of approximately $200,000-$230,000 USD, based on experience, skills, location, and qualifications.
• Equity opportunities aligned with seniority and strategic impact.
• Comprehensive medical, dental, and vision insurance plans with employer contributions.
• Health Savings Account (HSA) with employer contributions.
• Virtual healthcare access and wellness benefits, including fitness and mental wellness support.
• Mental health support with therapy sessions, coaching, meditation resources, and digital care tools.
• 401(k) retirement plan with company matching contributions and immediate vesting.
• 18 weeks of fully paid parental leave with flexible return options.
• Paid vacation, sick days, personal days, recharge days, and company holidays.
• Remote work setup stipend and quarterly wellness/workplace stipends.
• Pet insurance, life and disability coverage.
• Learning and development opportunities within a mission-driven organization.