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