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