Director of Lifecycle Marketing (Email & SMS - Direct Response)

Director of Lifecycle Marketing (Email & SMS – Direct Response) Department: Marketing Reports to: CMO Location: Remote Employment Type: Full-time Compensation: Base + Performance Bonus (tied to Email/SMS Revenue + Subscription Growth) About Us We are a high-growth DTC CPG brand built on direct response marketing, subscription-driven revenue, and customer lifetime value expansion. Email and SMS are not support channels—they are core profit centers responsible for a significant portion of company revenue. Position Overview We are seeking a Director of Lifecycle Marketing who operates at the intersection of technical execution, persuasive messaging, and data-driven optimization. This role owns Email and SMS as a primary revenue channel, with accountability for driving 30–40% of total company revenue through lifecycle marketing. You will lead strategy and execution across large-scale databases (2–3M+ subscribers and/or multiple lists), ensuring consistent campaign output, high-performing automated flows, and strong subscription monetization. You will be responsible for building a predictable, profit-generating lifecycle operating system—one that continuously optimizes retention, increases LTV, and improves subscription performance. This role requires a true operator—someone who can: • Run a high-volume campaign engine • Make decisive calls on offers, products, and promotions • Own deliverability and technical infrastructure • Close the loop between performance data and future strategy Core Ownership Areas 1. Revenue Ownership (Email + SMS) ● Own and deliver 30–40%+ of total company revenue through lifecycle channels ● Build and execute a high-frequency, high-conversion campaign calendar ● Decide what products, offers, and promotions get deployed based on performance data ● Drive first purchase, repeat purchase, and subscription conversion 2. Lifecycle & Subscription Strategy ● Architect and continuously optimize end-to-end customer journeys, including: ○ Acquisition nurture ○ Conversion flows ○ Post-purchase monetization ○ Replenishment & subscription upsell ○ Win-back/reactivation ● Partner with leadership to define and evolve subscription strategy at a strategic level ● Improve rebill rates, churn reduction, and subscriber LTV 3. Technical Ownership (Klaviyo + Deliverability) ● Own the full technical execution within Klaviyo, including: ○ Flow architecture ○ Segmentation logic ○ List hygiene and suppression strategy ● Manage and optimize deliverability, including: ○ Domain health, inbox placement, and sender reputation ○ Email structure (headers, authentication, formatting) ● Identify, diagnose, and resolve technical or development-related issues impacting performance ● Collaborate with engineering when needed to fix data flows, tracking, or integration gaps 4. Messaging, Copy & Offer Strategy ● Lead direct-response messaging strategy across Email and SMS ● Ensure every send has a clear objective: drive revenue, conversion, or retention ● Develop and refine: ○ Offer frameworks ○ Promotional hooks ○ Urgency and conversion tactics ● Maintain balance between brand integrity and aggressive performance marketing 5. Data, Reporting & Feedback Loop ● Own reporting and performance analysis across lifecycle channels: ○ Revenue per send / per subscriber ○ Contribution to total revenue ○ Conversion rates, AOV, LTV, churn ● Build a closed-loop feedback system: ○ Insights → Hypothesis → Test → Scale ● Use data to inform: ○ Campaign cadence ○ Offer selection ○ Segmentation strategy ● Develop a predictable, repeatable system for revenue generation and optimization 6. Operating System & Process Development ● Build and maintain a scalable lifecycle marketing operating system, including: ○ Campaign planning cadence ○ Testing frameworks ○ Performance review cycles ● Establish clear processes for ongoing optimization and iteration ● Ensure lifecycle is a data-forward, continuously improving retention engine Key Requirements ● 6–10+ years in lifecycle, CRM, or retention marketing in a DTC CPG or subscription business ● Proven experience managing large-scale lists (2–3M+ subscribers) or multiple segmented lists ● Demonstrated success driving 30%+ of company revenue from Email/SMS ● Deep, hands-on expertise in Klaviyo (flows, segmentation, deliverability, reporting) ● Strong background in direct response marketing (copy, offers, conversion strategy) ● Experience owning subscription performance and retention optimization ● Strong technical fluency: ○ Deliverability best practices ○ Data flows, tracking, and integrations ● Analytical mindset with ability to translate data into action quickly ● Ability to operate both strategically and tactically (player-coach) What Success Looks Like ● Email and SMS consistently drive 30–40%+ of total revenue ● A high-output, high-performing campaign engine running weekly ● Measurable improvements in: ○ Subscription conversion and rebill rates ○ Retention and LTV ● Strong inbox placement and deliverability health across all sends ● A clear, scalable lifecycle operating system that produces predictable results ● Continuous testing culture with clear performance insights driving decisions Compensation & Incentives ● Competitive base salary ● Performance bonus tied directly to: ○ Email/SMS revenue contribution ○ Subscription growth and retention metrics Location Traverse City, Michigan (Remote) Department Marketing (M201) Employment Type Full-Time (Salary) Minimum Experience Manager/Supervisor Compensation $120,000 - 150,000 Apply tot his job Apply To this Job