Brand: Purpose Financial

Address: 322 Rhett Street, Greenville, South Carolina, United States - 29601

Position Summary

The Director of Lifecycle Marketing is a hands-on strategic leader accountable for maximizing customer lifetime value (LTV) and optimizing engagement. This role owns the end-to-end retention ecosystem by transforming customer data into personalized, multi-channel journey-based outreaches that measurably reduce churn. Operating at the intersection of marketing, product, data science, and analytics, this leader drives growth across both digital and physical branch channels.

Job Responsibility

Retention Strategy & Lifecycle Ownership

• LTV Optimization: Own the comprehensive retention strategy for existing customers to minimize churn and drive re-engagement.
• Framework Management: Define and manage the customer lifecycle framework across onboarding, active, at-risk, lapsed, and win-back segments.
• Journey Mapping: Design and maintain data-driven customer journey maps to eliminate friction and capitalize on engagement opportunities.
• Omnichannel Execution: Deploy seasonal and evergreen retention campaigns across email, SMS, direct mail, push notifications, search, social, and DSPs.
• Cross-Channel Alignment: Partner with brand and branch teams to ensure messaging aligns seamlessly across digital and brick-and-mortar experiences.
• Rigorous Testing: Execute advanced A/B and multivariate testing schedules to optimize messaging, timing, channel mix, and promotional offers.
• Data Synthesis: Define, and track program ROI and KPIs, translating data insights into continuous campaign and budget optimizations.
• Cross-Functional Collaboration: Align retention initiatives with broader business objectives alongside product, analytics, and customer experience teams.
• Regulatory Compliance: Partner with legal and compliance teams to ensure all communications strictly adhere to TCPA, CAN-SPAM, and consumer finance regulations.

Performance Metrics & Success Indicators

• Repeat Transaction Rate: Measurable increase in the frequency of return customer engagements.
• Customer Churn Rate: Quantifiable reduction in lapsed and at-risk customer segments.
• Retention ROI: Proven revenue growth and efficiency gains from retention marketing spend.
• LTV-to-CAC Ratio: Upward trajectory in lifetime value relative to acquisition costs.

Talent Management and Leadership

• Team Leadership: Direct and mentor a lifecycle marketing and automation team of two associates, delivering structured coaching, and actionable feedback to elevate execution
• Culture: Foster a culture of collaboration, accountability, and continuous improvement

Job Responsibilities Cont.

Education Required

Bachelor's degree in marketing, Statistics, Mathematics, Economics, or a related quantitative field required; Master's degree preferred.

Experience Required

• Professional Tenacity: 8+ years of progressive marketing experience, including 3+ years specifically in high-growth performance marketing environments, preferably within financial services, fintech, or highly regulated industries.
• MarTech Mastery: Hands-on expertise utilizing enterprise CRM systems, Email Service Providers (ESPs), and Customer Data Platforms (CDPs) to segment data and trigger automated journeys.
• Outcome-Driven Track Record: Proven success building, scaling, and measuring lifecycle, retention, and customer advocacy programs that verifiably reduce churn and boost LTV.
• Vendor & Agency Accountability: Demonstrated skill briefing and managing external vendors, holding them accountable to strict performance metrics and ROI targets.
• People Leadership: Proven history of directly leading, coaching, and upskilling direct reports to achieve technical proficiency and marketing execution excellence.

Knowledge Required

• Strategic Outcome Translation: Ability to transform broad brand strategy into highly tactical, measurable lifecycle roadmaps and commercial outcomes.
• Data-Driven Mindset: High comfort level with advanced data analysis, cohort tracking, and synthesis of performance insights to dictate marketing spend and campaign adjustments.
• Agile Project Management: Exceptional organizational capabilities to simultaneously map, launch, and optimize multiple lifecycle cross-functional initiatives.
• Stakeholder Communication: Strong written and verbal skills, with a proven ability to influence cross-functional executives by presenting data-backed marketing arguments.
• Cross-Functional Collaboration: A natural team player who builds strong ties across product, data science, legal/compliance, and branch operations.
• Fast-Paced Adaptability: Resilience and agility to pivot strategies quickly within a rapidly evolving, metrics-focused corporate landscape

Physical Requirements

Sitting for long periods of time; standing occasionally; walking; bending; squatting; kneeling; pushing/pulling; reaching; twisting; frequent lifting of less than 10 lbs., occasional lifting of up to 20 lbs.; driving and having access during the workday to an insured and reliable transportation; typing; data entry; grasping; transferring items between hands and/or to another person or receptacle; use of office equipment to include computers; ability to travel to, be physically present at, and complete the physical requirements of the position at any assigned location.

Competencies

OKR

Travel

10-15% of travel

Attire

Business Casual

Other

Must be eligible to work in the USA and able to pass a background check.

Requisition ID: 46457