Director of Lifecycle Marketing

Director of Lifecycle Marketing (Email & SMS – Direct Response)
Department: Marketing 

** 2 Positions, one with Truly Free Home and the other with our sister company TrulyFree.com (Marketplace)
Reports to: CMO for Truly Free Home, Executive Director of Marketing for TrulyFree.com
Location: Remote
Employment Type: Full-time
Compensation: Base + Performance Bonus (tied to Email/SMS Revenue + Subscription Growth) 

About Us

Truly Free Home - 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. 

TrulyFree.com is a non-toxic alternative marketplace with over hundreds of brands and thousands of products. For this role the Lifecycle will include the Sellers, Activation, Recruiting, and Offers as this is a three pronged business that includes Sellers, Affiliates, and Customers.

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 

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. 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 

4. 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 

5. 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