Responsibilities

• Build and own the lifecycle marketing strategy from the ground up, defining the roadmap, priorities, operating model, and channel strategy across the full customer journey from acquisition through retention, loyalty, and advocacy.
• Establish lifecycle marketing foundations, including segmentation strategy, customer cohorts, journey architecture, personalization frameworks, testing roadmaps, and measurement capabilities.
• Build and optimize CRM programs across email, SMS, push, and emerging channels, creating automated journeys, campaigns, and experiences that move customers through the funnel.
• Partner with data & analytics teams to develop customer insights, identify growth opportunities, establish reporting frameworks, and translate customer behavior into actionable strategies.
• Create a testing and optimization culture, leveraging experimentation, personalization, and performance insights to continuously improve lifecycle effectiveness.
• Develop loyalty, referral, and advocacy strategies that deepen customer relationships and increase brand engagement.
• Leverage AI, predictive analytics, and dynamic personalization to deliver more relevant customer experiences at scale.
• Define attribution frameworks and measure lifecycle incrementality across owned channels.
• Grow owned channel revenue (email + SMS) while maintaining/improving engagement and deliverability benchmarks.
• Increase first to second purchase conversion by building stronger post-purchase journeys and customer education programs.

Requirements

• 7-10+ years of marketing experience, with at least 3-5 years focused specifically on lifecycle, CRM, retention, or email/SMS marketing.
• Proven track record designing and scaling customer journeys across email, SMS, and push, with measurable impact on retention, repeat purchase rate, or LTV.
• Deep hands-on expertise with Klaviyo, Shopify, Attentive, GA4, Northbeam, Elevar, or similar marketing technology ecosystems.
• Experience managing or mentoring a team, or building out a team as the function scales.
• Bachelor's degree or equivalent practical experience.
• Prior experience in DTC ecommerce required; experience in apparel, outdoor, or sustainability-focused brands strongly preferred.