Responsibilities

• Retail-to-DTC Bridge: Architect the strategic conversion paths that turn "anonymous" retail buyers into known subscribers. You will design and influence the lifecycle systems that successfully migrate customers from physical aisles to our digital ecosystem.
• Dual-Track Conversion Strategy: Resolve the complexity of our multi-channel funnel by optimizing two parallel paths: lead-to-first-purchase and retail-activation-to-subscription, balancing immediate revenue with long-term retention.
• Integrated Campaign Authority: Act as the strategic lead for the promotional calendar. You ensure that brand moments and "one-time" events are architected to fuel sustainable, compounding subscriber growth.
• Agency Leadership: Own the relationship with external partners by providing high-level strategic briefs rooted in audience psychology. You ensure agencies are held accountable for strategic quality, performance, and impact.
• Cross-Functional Architecture: Serve as the primary lifecycle lead for Brand, Growth, and Product teams. You ensure a unified customer experience that connects the first touch to the final device setup.
• Revenue Accountability: Define and own the "North Star" metrics for the activation funnel. You are responsible for reporting on retail capture rates, activation velocity, and the commercial health of new cohorts.
• Strategic Mentorship: Elevate the team’s collective output by raising the bar for strategic thinking. You will mentor junior members on measurement rigor, brief writing, and operational excellence.

Requirements

• 10+ Years of Experience: A seasoned background in marketing with a mastery of the conversion and activation stages of the customer journey in a high-growth environment.
• Advanced Data Fluency: You don't just consume data; you architect how it’s used. You have the fluency to audit data structures, identify tracking gaps, and advocate for the technical setups required for real-time personalization.
• Commercial Mastery: A proven track record of scaling subscription engines and optimizing first-purchase behavior to drive maximum Lifetime Value (LTV).
• Technical Literacy: Advanced proficiency in Braze (or similar) and the ability to translate complex system data into clear, strategic narratives for executive leadership.
• LTV & Retention Strategy: Deep understanding of how behavioral triggers and professional concepts drive both initial conversion and long-term subscription stickiness.
• Leadership & Influence: Experience leading cross-functional strategy across Brand and Retail teams while mentoring junior talent to raise the team's operational bar.
• Optimization Rigor: Experience building and executing sophisticated multivariate testing roadmaps that yield systemic, measurable improvements in activation rates.

Preferred

• Data & CDP Optimization: Ability to facilitate a CDP transition by ensuring data architecture is structured specifically for high-conversion, real-time marketing.
• Retail-to-DTC Expertise: Specific success in designing strategies that migrate "offline" retail customers and gift recipients into owned, brand-direct digital channels.
• High-Growth & Premium Brands: Experience in a fast-scaling eCommerce environment or a premium consumer brand where "Scent Design" or aesthetic-led storytelling was central.