Director of Lifecycle Marketing

Our client in the wellness space is hiring a Director of Lifecycle Marketing!

Role Overview

This is a fantastic opportunity for a creative and analytical marketer to shape and scale our company's retention, loyalty, and engagement strategy. The Director of Lifecycle Marketing will own all CRM programs across email, SMS, and other owned channels, driving customer lifetime value through segmentation, automation, and testing. This person will define the optimization strategy and testing roadmap for lifecycle programs, including welcome, abandoned cart, browse, reactivation, post-purchase, loyalty, and at-risk campaigns, along with operational flows such as order confirmations, upcoming deliveries, cancellations, and returns.

They will partner closely with Brand, Creative, Growth Marketing, and Product Development to ensure every touchpoint delivers value, consistency, and measurable impact. The ideal candidate combines strategic leadership with hands-on execution and thrives in a fast-paced, entrepreneurial environment.

Key Responsibilities

• Develop and execute a comprehensive lifecycle marketing strategy that increases retention, repeat purchase, and LTV.
• Define and manage the testing roadmap for all lifecycle programs, from onboarding to reactivation, optimizing for engagement and revenue lift.
• Own the planning, build, and deployment of CRM campaigns across email and SMS, including automated flows and triggered communications.
• Partner with Brand, Creative, Growth Marketing, and Product Development to create messaging and offers tailored to different customer segments and lifecycle stages.
• Conduct A/B and multivariate tests on creative, messaging, segmentation, and timing to continuously improve performance.
• Collaborate with Analytics to model revenue and retention performance, evaluate program impact, and identify opportunities to optimize results.
• Maintain high deliverability, list health, and compliance standards while driving segmentation accuracy and personalization.
• Collaborate closely with cross-functional partners to ensure CRM programs align with product launches, promotions, and brand initiatives.
• Continuously identify opportunities to automate, scale, and improve the efficiency and impact of lifecycle programs.

Qualifications

• 7–10+ years of experience in CRM, lifecycle, or retention marketing, ideally within DTC or subscription-based consumer brands.
• Proven success driving retention, repeat purchase, and LTV through data-driven lifecycle programs.
• Hands-on experience with ESPs (Klaviyo, Iterable, Braze, etc.) and SMS platforms (Postscript, Attentive).
• Strong creative sensibility and the ability to collaborate effectively with creative and product teams.
• Analytical and technically capable, with deep experience in data segmentation, automation logic, and reporting.
• Comfortable being hands-on — setting up campaigns, managing QA, reviewing data, and deploying messages — not just overseeing strategy.
• Highly organized, self-driven, and able to prioritize workload based on impact.
• Excellent communication and collaboration skills, with the ability to thrive in a fast-paced, entrepreneurial environment.