Head of Lifecycle Marketing (E-commerce)

As the Head of Lifecycle Marketing, you’ll take ownership of developing and executing a comprehensive lifecycle marketing strategy. This is a builder role, perfect for someone who thrives on rolling up their sleeves and delivering results quickly while laying the foundation for scalable, efficient programs. We’re seeking a data-savvy, results-oriented lifecycle marketing leader to build and scale our programs across retention, win-back, cross-sell, and promotional campaigns while expanding into broader lifecycle initiatives like onboarding, advocacy, and behavior-based triggers.

Candidates must work East Coast hours.

Key Responsibilities:

• Develop and implement a robust lifecycle marketing strategy, encompassing retention, win-back, cross-sell, onboarding, and promotional campaigns.
• Create strategies to engage and convert new customers, including educational welcome series and first-purchase incentives.
• Develop and optimize audience segmentation strategies to deliver targeted, relevant communications to specific customer cohorts.
• Design campaigns triggered by key actions or inaction, such as cart abandonment, product views, or inactive customers, to drive conversion.
• Build programs that drive repeat purchases and long-term loyalty, leveraging customer insights to reduce churn.
• Design initiatives to re-engage lapsed customers and bring them back into the fold, targeting specific lifecycle points (e.g., 30, 60, 90 days post-purchase).
• Identify opportunities to increase average order value (AOV) and frequency through cross-sell and upsell campaigns, educating customers about premium products.
• Plan and execute lifecycle marketing strategies for peak seasons or major events, driving incremental revenue.
• Build campaigns to generate reviews, testimonials, and referrals to amplify word-of-mouth growth and drive advocacy.
• Ensure lifecycle messaging is consistent and aligned across email, SMS, push notifications, and other channels.
• Optimize transactional emails to reinforce brand trust and drive upsell opportunities.
• Use data and experimentation to test creative, copy, timing, and workflows to continuously improve program performance.
• Define KPIs, monitor performance, and deliver actionable insights to key stakeholders.

Requirements

Qualifications:

• 5+ years in lifecycle marketing, retention marketing, or CRM roles, with demonstrated success in building and scaling programs.
• Hands-on experience with ESPs (e.g., Klaviyo, Braze, Iterable), customer data platforms (CDPs), and analytics tools like Google Analytics.
• Strong skills in segmentation, cohort analysis, and performance tracking, with the ability to use data to inform strategy and measure results.
• Ability to craft high-level strategies while being hands-on with execution in a fast-paced environment.
• Experience crafting and optimizing integrated campaigns across email, SMS, push notifications, and other customer touchpoints.
• Entrepreneurial spirit with the ability to prioritize, multitask, and execute with limited resources.
• Proficiency in using data to predict churn, personalize messaging, and optimize engagement across the lifecycle.
• Ability to work with detailed customer models, such as RFM (Recency, Frequency, Monetary) analysis, to create highly targeted campaigns.
• Deep understanding of the customer journey and how to drive growth through retention, loyalty, and advocacy.

Benefits

• Generous compensation and employer paid benefits (Medical, Vision and Dental)

• Annual wellness and professional development stipend
• Perks of getting lots of clothing!