Position Summary
We’re seeking a strategic and data-driven Director of Lifecycle Marketing to lead our customer database marketing efforts. This role will own the strategy, execution, and optimization of our email and SMS marketing programs with the goal of driving KPI’s including acquisition, engagement, retention, and lifetime value.
You will develop targeted, segmented campaigns that span the customer journey from prospect to loyal repeat buyer leveraging data to personalize experiences and maximize impact. This is a highly cross-functional role that will work closely with Product, Creative, Analytics, and Customer Experience teams to build and scale best-in-class lifecycle programs.
Key Responsibilities
- Own and lead the lifecycle marketing strategy across email, SMS, and mail channels to support customer acquisition, onboarding, engagement, retention, and winback.
- Develop segmentation strategies to deliver targeted and personalized campaigns based on behavioral, transactional, and demographic data.
- Design and optimize automated lifecycle journeys (e.g., welcome series, abandoned cart, reactivation) and promotional campaigns to increase conversion, drive purchase rates, and decrease return rates.
- Drive database growth and health, including opt-in strategies, list hygiene, and compliance with privacy regulations (CAN-SPAM, TCPA, GDPR, etc.).
- Set and manage KPIs for acquisition, retention, engagement, churn reduction, and revenue contribution from email/SMS.
- Partner with Creative and Content teams to ensure messaging is compelling, brand-aligned, and optimized for performance.
- Conduct A/B testing across campaigns and automation flows to continuously improve performance.
- Analyze and report on campaign effectiveness, customer behavior trends, and key business metrics.
- Evaluate and manage relationships with ESPs, SMS platforms, and other Martech partners.
Qualifications
- 6+ years of experience in digital or lifecycle marketing, including 2+ years in a leadership role focused on email and SMS
- Proven track record building and scaling lifecycle operations in eCommerce and DTC business environments that drive revenue and retention
- Deep understanding of CRM strategy, customer segmentation, personalization, and marketing automation tools
- Strong analytical skills and comfort working with data to inform decisions (experience with tools like Google Analytics, Looker, Tableau, etc.)
- Hands-on experience with major ESPs (e.g., Klaviyo, Braze, Iterable) and SMS platforms (e.g., Attentive, Postscript)
- Familiarity with customer journey mapping and growth frameworks
- Strong project management and cross-functional collaboration skills
- Excellent communication and leadership capabilities