VP, Lifecycle Marketing and Loyalty

Responsibilities

• Strategy and Vision: Define the member engagement strategy: how member journeys map to channels, what role each channel plays, and how contact strategy evolves as the business grows. Channels include email, push, SMS, site/app, direct mail and more.
• Own the member segmentation framework: who the audiences are, how they're built, what triggers movement between segments. Make sure it's applied consistently across campaigns, product, and CRM programs.
• Set the vision for IPSY's loyalty program, including the ongoing evolution of IPSY Rewards, in partnership with the Senior Director and relevant team leads.
• Measurement and Business Ownership: Own Lifecycle Marketing's measurement framework: define what the org measures against, guide holdout and attribution infrastructure, and establish the reporting that proves CRM's contribution to the business.
• Own Lifecycle Marketing's financial narrative, budget, and performance targets. Represent the function's business case at the leadership level.
• Build a team and grow a culture that tests, measures, and learns from results rather than just reporting them.
• Team and Organization: Build and lead the lifecycle marketing org. Define the team structure, shape the Director role, and make headcount and capability cases as the program matures.
• Drive the team's operating culture: Put the consumer at the center of everything we do, consistently learn through smart testing strategies, and be data-driven in all recommendations and decisions.
• Technology and Architecture: Own the architecture vision for the MarTech stack: what the technology needs to do, whether current tools (Iterable, Segment) are the right long-term answer, and what scalable infrastructure looks like.
• Cross-Functional Leadership: Represent lifecycle marketing at the leadership table. Negotiate priorities with peer leaders across Growth, Product, Finance, Engineering, Data Analytics, Creative, and Merchandising.

Requirements

• 15+ years in lifecycle, CRM, or engagement marketing, with increasing leadership scope. Experience in subscription, paid membership, or DTC ecommerce strongly preferred.
• Track record of building measurement frameworks that proved CRM's value to the business: revenue attribution, holdout testing, incrementality, or whatever the right model was for that business.
• Experience earning credibility for CRM in companies where the channel was undervalued or under-measured.
• Strong grasp of MarTech architecture: ESPs, CDPs, personalization and testing tools, data pipelines. You've led architecture evaluations and know how to ask the right questions even when you're not the one configuring the tools.
• Experience building and scaling lifecycle marketing teams: org design, hiring, developing senior ICs and people managers.
• Significant loyalty program experience: launching, scaling, or materially improving a loyalty or rewards program.
• Strong cross-functional operator. You've negotiated priorities with peer leaders and represented your function's interests at the leadership level.

Benefits

• Competitive base salary & bonus program
• Medical, dental & vision insurance
• 401(k) plan with company match
• Paid Time Off
• Work from home flexibility
• Free IPSY Extra subscription
• Learning & development programs