Role OverviewLola Blankets is looking for a Customer Lifecycle Director who will redefine what retention means for a premium, emotionally resonant brand. This is not a conventional "email and SMS" retention role. We're looking for a leader who understands how to build brand love, loyalty, community, and advocacy - not just automate flows.
This person will architect Lola's full post-purchase journey, combining data, brand storytelling, community-building, and experiential touchpoints. They will partner deeply with the Brand team to create high-value, memorable experiences that turn customers into lifelong advocates and active participants in the Lola universe.
In this role, you'll build what loyalty means for our brand - including the strategy, structure, and launch of a new loyalty program. This role is perfect for someone who has built retention engines at high-growth consumer brands, luxury brands, or top agencies - and who believes loyalty is earned through connection, creativity, and consistency, not just discounts and email triggers.
Key Responsibilities:- Own the end-to-end lifecycle strategy, ensuring every stage of the customer journey deepens connection and drives repeat behavior.
- Build and launch Lola's loyalty program, including structure, tiers, benefits, and ongoing engagement.
- Lead the retention and loyalty strategy component of our digital products: the website and mobile app.
- Partner closely with Brand and Creative to design storytelling moments, VIP touchpoints, and experiential retention initiatives (events, access, exclusive drops).
- Develop segmentation, personalization, and analytics frameworks that inform lifecycle strategy and measure LTV, repeat rate, and cohort performance.
- Lead lifecycle channels (email, SMS, direct mail) and manage CRM/loyalty tech stack while innovating beyond traditional tactics.
- Manage the Sr. Retention Marketing Manager and future retention associates.
- Drive cross-functional alignment with Brand, Product, Ecomm, CX, and Paid Media to ensure a unified customer ecosystem.
Qualifications:- 7+ years in lifecycle, retention, or loyalty marketing at a high-growth DTC brand, luxury brand, or top-tier agency including 3+ years of management experience.
- Direct experience building or operating successful loyalty programs or community-driven customer ecosystems.
- Proven ability to create experiential, brand-led retention moments (events, VIP access, exclusive offerings).
- Strong collaboration skills with Brand/Creative teams and an ability to blend storytelling with performance.
- Strong analytical skills - expertise in segmentation, cohort analysis, and LTV-based strategy.
- Track record of owning the lifecycle roadmap and delivering measurable improvements in repeat purchase and retention.
Benefits- 21 days paid vacation + most federal holidays
- Comprehensive health, dental, and vision coverage.
- 16 weeks paid birth parent leave; 8 weeks for non-birth parents
- 55% off Lola Blankets for friends and family
- Opportunities for career growth and leadership as the company scales
