Director of Lifecycle Marketing

Director of Lifecycle Marketing

Department: Marketing, TrulyFree.com
Reports to: Executive Director of Brand Marketing
Location: Remote
Employment Type: Full-time

Salary Range: 

About Us

Truly Free is a revolutionary, one-stop social selling platform fostering a win-win ecosystem for merchants, creators, and consumers.

As the world’s first fully decentralized marketplace, Truly Free enables merchants to build direct customer relationships to grow and scale an online business, allows creators to monetize content through its proprietary social platform, and saves consumers money through digital currency earnings and exclusive discounts.

Truly Free is empowering brands, creators, and consumers through radical transparency. Our platform disrupts traditional e-commerce by delivering authentic, community-driven commerce in a decentralized ecosystem

Position Overview

The Director of Lifecycle Marketing will own the strategy, execution, and performance of all lifecycle and revenue-driving communications across TrulyFree.com’s owned, paid, and partner-driven channels. This includes Email, SMS, CRM (primarily within Klaviyo), paid media audiences, and affiliate/partner list monetization. This role is responsible for building and optimizing high-performing customer journeys that convert, retain, and expand value across multiple audiences — including Truly Free customers, partner (affiliate) lists, seller lists, and paid prospect segments.

You will drive full-funnel lifecycle strategy from acquisition through retention, with a sharp focus on improving CAC to LTV ratios, increasing retention, and driving profitable customer growth. You will own the lifecycle's impact on contribution margin by developing segmentation and messaging strategies that maximize first-order profitability, accelerate second purchase behavior, and extend long-term value across cohorts.

The Director will leverage advanced segmentation in Klaviyo, RFM modeling, behavioral targeting, and automated lifecycle flows to personalize messaging at scale. You will build scalable systems for cohort analysis, retention tracking, audience syncing (owned to paid), and rigorous A/B testing frameworks to continuously optimize performance. A deep understanding of cohort health, payback windows, and LTV expansion strategies is critical to success in this role.

This position requires both analytical rigor and exceptional messaging instincts. The ideal candidate is a strong direct-response copywriter who understands how to craft and oversee persuasive, conversion-focused messaging across email, SMS, and paid retargeting environments.

You will lead messaging strategy and creative direction, ensuring all lifecycle communications drive urgency, clarity, and measurable revenue impact while maintaining brand integrity.

You will partner closely with Growth, Paid Media, Partnerships, Creative, Product, and Analytics teams to align acquisition and retention strategies, improve cohort performance, and maximize the efficiency of every dollar spent.

Key Responsibilities

Lifecycle Strategy

Own the end-to-end email lifecycle: welcome, education, conversion, post-purchase, replenishment, win-back, and loyalty

Build customer journeys that increase LTV, repeat purchase rate, and AOV

Develop segmentation strategies based on behavior, purchase history, and engagement

Email Revenue Growth

Create, optimize, and scale high-performing automated flows (welcome, abandoned cart, browse abandon, post-purchase, etc.)

Plan and execute campaign calendars tied to launches, promos, and seasonal moments

Continuously test subject lines, creative, cadence, and offers

Data & Optimization

Monitor and report on key lifecycle KPIs: revenue per subscriber, open/click rates, conversion rate, churn, and deliverability

Run A/B tests and turn insights into action

Collaborate with growth and paid teams to align lifecycle efforts with acquisition

Creative & Brand Alignment

Partner with creative, content, and brand teams to ensure emails feel human, on-brand, and value-driven—not spammy

Translate brand voice into email copy that converts without sacrificing trust

Use storytelling and education to nurture customers, not just sell

Qualifications

6–9+ years of experience in lifecycle, CRM, or retention marketing, preferably within a DTC health, wellness, or lifestyle brand.

Proven track record of building and scaling lifecycle programs that materially improve retention and customer lifetime value.

Strong experience managing and mentoring creative and lifecycle teams, with the ability to balance storytelling and performance.

Hands-on expertise with lifecycle platforms such as Klaviyo, Postscript, and related CRM or CDP tools.

Highly analytical, with a deep understanding of segmentation, automation, personalization, and conversion optimization.

Excellent communication skills, with experience presenting insights and recommendations to senior leadership.

Bonus: Experience integrating loyalty, referral, and subscription platforms into lifecycle ecosystems.

What Success Looks Like

Email and SMS consistently contribute 20%+ of total company revenue, reflected on the P&L.

Measurable increases in retention, repeat purchase rate, and LTV driven by lifecycle optimization and testing.

Improved subscription re-bill rates through ongoing experimentation with messaging, offers, and engagement strategies.

Strong collaboration across marketing teams, with lifecycle insights informing broader growth initiatives.

A lifecycle team producing high-quality, on-brand content that reinforces trust, education, and brand authority.

A culture of continuous testing, learning, and innovation across all lifecycle programs.