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Role Description

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.

• Build and optimize high-performing customer journeys that convert, retain, and expand value across multiple audiences.
• Drive full-funnel lifecycle strategy from acquisition through retention.
• Focus on improving CAC to LTV ratios, increasing retention, and driving profitable customer growth.
• Develop segmentation and messaging strategies that maximize first-order profitability, accelerate second purchase behavior, and extend long-term value across cohorts.
• Leverage advanced segmentation in Klaviyo, RFM modeling, behavioral targeting, and automated lifecycle flows to personalize messaging at scale.
• Build scalable systems for cohort analysis, retention tracking, audience syncing, and rigorous A/B testing frameworks.
• Lead messaging strategy and creative direction, ensuring all lifecycle communications drive urgency, clarity, and measurable revenue impact.
• Partner closely with Growth, Paid Media, Partnerships, Creative, Product, and Analytics teams.

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.
• 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.

Requirements

• 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.
• Partner with creative, content, and brand teams to ensure emails feel human, on-brand, and value-driven.
• Translate brand voice into email copy that converts without sacrificing trust.
• Use storytelling and education to nurture customers, not just sell.

Benefits

• Email and SMS consistently contribute 20%+ of total company revenue.
• 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.