Director of Retention Marketing

Our client in the home goods space is hiring a Director of Lifecycle Marketing!OverviewWe’re looking for a Director of Lifecycle Marketing to own how customers convert, engage, and repeat with our company across email, SMS, subscriptions, and direct mail. This role is responsible for turning lifecycle into a primary revenue driver, with clear ownership over retention, LTV, and customer monetization. You’ll define strategy, lead a team, and build programs that drive both short-term revenue and long-term customer value.What You’ll OwnLifecycle Strategy & Revenue OwnershipOwn lifecycle as a core revenue channel (email, SMS, subscriptions, direct mail)Define and hit targets for: Repeat purchase rate, LTV / contribution margin, Revenue per subscriber, Subscription RateBuild a cohesive lifecycle strategy across onboarding, retention, and reactivationPartner with CFO, CMO & Growth Lead to align lifecycle targets with overall business goalsFlows, Campaigns & ProgramsOwn and optimize all lifecycle flows: Welcome / Onboarding, Abandonment, Post-purchase / cross-sell, Replenishment & subscription, Winback / reactivationDefine and execute campaign calendar (weekly/monthly sends, promos, launches)Build segmentation frameworks (RFM, behavior-based, product-based)Ensure lifecycle supports product launches and commercial momentsCustomer Journey & Experience Define the ideal path from first purchase to repeat/subscriber to loyal customerBuild and optimize key lifecycle moments, including: Time to second purchase, Subscription conversion and retention, Product adoption and usage educationIdentify and fix drop-off points (e.g., low 2nd purchase rate, churn after 1st order)Partner with CX/Product/eCom to address root causes (not just messaging), including: Product experience issues, Delivery/packaging gaps, Support frictionEnsure lifecycle messaging is timely, relevant, and tied to real customer behaviorSubscriptions Own subscription as a core retention and revenue leverDrive: Subscription attach rate, Subscriber retention / churn reduction, Subscription LTVOptimize subscription experience across: On-site conversion (in partnership with eCom), Post-purchase upsell into subscription, Ongoing subscriber engagement and retentionDevelop lifecycle programs specific to subscribers (education, reminders, upsells)Value LeversOwn and optimize lifecycle-driven revenue levers, including: Pricing communication and framing, Discounts and promotional strategy (in partnership with Growth), Bundles and upsell/cross-sell strategies, Free shipping thresholds and incentivesTest and scale offers to maximize: Conversion, AOV, Contribution marginBalance revenue vs. margin vs. brand perceptionOptimization & ExperimentationBuild a testing roadmap across flows, campaigns, and offersContinuously improve: Conversion rates, AOV, Revenue per sendIdentify and scale high-performing messaging, offers, and formatsBalance short-term revenue vs. long-term customer healthChannel & Platform OwnershipOwn lifecycle channels: Email (Klaviyo), SMS (Attentive), Direct Mail (Postpilot)Ensure best practices across: Deliverability, List growth, ComplianceBuild scalable systems for segmentation, automation, and reportingTeam & Cross-Functional LeadershipManage a team responsible for: Email/SMS execution, Campaign builds and QAPartner closely with Brand/Creative to: Develop high-performing content, Maintain a consistent voice across lifecycle channelsPartner with: Growth (offers, acquisition alignment), eCommerce (site, subscription UX, bundles), CX/Product (retention drivers)Ensure lifecycle is integrated into GTM and marketing calendarRequirementsExperience7–10+ years in lifecycle / CRM / retention marketingProven track record of driving meaningful revenue through lifecycleDTC background for brands $50m+ in revenueStrong experience with subscriptions and retention businessesExperience with direct mail as a performance channel is a plusDeep experience with tools like Klaviyo, Attentive, etc.SkillsetStrong analytical mindset (segmentation, testing, LTV thinking)Deep understanding of retention mechanics and customer behaviorAbility to translate insights into clear programs and experimentsStrong operator: can move from strategy to execution quicklyInterpersonalOwnership mindset: treats lifecycle like a business within the businessHighly collaborative: especially with eCom, Creative, Growth, Brand, and ProductClear communicator: can simplify complex ideas and align stakeholdersDetail-oriented: ensures quality across high-volume executionScrappy and pragmatic: focuses on what drives impact