Senior Director of Lifecycle Marketing

This leader will develop the overarching lifecycle strategy, build scalable retention systems, and lead cross-functional execution to improve both short-term revenue performance and long-term customer value. The ideal candidate brings deep experience owning lifecycle revenue and retention metrics, not simply campaign execution. They are analytical, highly strategic, and able to translate customer behavior into scalable programs that drive measurable business impact.

Responsibilities

Own Lifecycle Revenue and Retention Performance

Lead lifecycle marketing as a core revenue channel with accountability for retention, repeat purchase rate, customer lifetime value (LTV), contribution margin, and subscriber revenue performance
Develop strategies that maximize long-term customer value while supporting near-term business goals
Develop and Execute Lifecycle Strategy Create and lead a comprehensive lifecycle marketing strategy spanning onboarding, retention, engagement, and reactivation
Align lifecycle initiatives with broader company revenue and profitability objectives
Optimize the Customer Journey Own and improve the end-to-end customer experience from first purchase through repeat purchases and subscription engagement
Improve key metrics including product adoption, time to second purchase, retention, and overall customer engagement
Lead Subscription Growth Initiatives Drive subscription growth through improvements in conversion, post-purchase upsell, retention programs, and ongoing engagement strategies
Optimize subscription economics including attach rate, churn reduction, and subscriber LTV
Manage Revenue Optimization Programs Partner cross-functionally to optimize pricing communication, promotional strategy, bundling, upsell/cross-sell initiatives, and incentive structures
Balance conversion performance with profitability and brand positioning
Oversee Lifecycle Campaigns and Automation Own lifecycle campaign planning and execution across key customer touchpoints including welcome, cart abandonment, replenishment, post-purchase, and win-back programs
Ensure lifecycle marketing supports major launches, promotional periods, and company initiatives
Drive Testing and Performance Optimization Build and manage a robust experimentation roadmap across lifecycle channels
Continuously improve conversion, average order value (AOV), engagement, and revenue performance through testing and analysis
Own Lifecycle Platforms and Operations Manage lifecycle marketing platforms and tooling, ensuring strong execution across segmentation, automation, deliverability, reporting, and compliance
Establish scalable operational processes and reporting frameworks
Lead Team and Cross-Functional Collaboration Build, mentor, and manage a high-performing lifecycle marketing team
Partner closely with Growth, eCommerce, Product, Customer Experience, and Creative teams to ensure lifecycle initiatives are integrated into broader go-to-market efforts
Qualifications 8+ years of experience in lifecycle marketing, CRM, retention marketing, or related disciplines
Proven experience owning lifecycle revenue, retention, or LTV metrics
Experience within direct-to-consumer (DTC) or consumer-focused brands
Strong background supporting subscription or repeat-purchase business models
Experience building lifecycle programs and retention strategies from the ground up
Hands-on experience with lifecycle marketing and automation platforms such as Klaviyo, Attentive, or similar tools
Experience leveraging direct mail within performance marketing programs is a plus
Strong leadership, communication, and cross-functional collaboration skills
Highly analytical with a deep understanding of customer behavior and retention drivers
Systems-oriented thinker who can connect lifecycle strategy with product, customer experience, pricing, and broader business objectives