Job Description
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
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