Fi is looking for a Director of Lifecycle Marketing!Fi is looking for a
Director of Lifecycle Marketing to own the entire customer journey outside paid and social, from the first email a prospect opens to the renewal that keeps a member with us for years. You'll set the strategy for how, when, and to whom Fi communicates, then build the flows and campaigns that bring it to life, working hands-on in the tool as much as on the roadmap.
What You'll Do:- Own the lifecycle comms calendar, tying every email and SMS send to launches, promotions, seasonal moments, and brand campaigns
- Set cadence and volume strategy across the base, balancing reach against fatigue, unsubscribes, and complaints
- Define segmentation by lifecycle stage, engagement, product ownership, and behavior, and set the mix of value content vs. promotional sends
- Design, build, and optimize automated flows across the full journey: lead nurture, onboarding, activation, engagement, winback, and renewal
- Partner with Product and Engineering on list growth and event tracking, defining the triggers, opt-in moments, and app, collar, and web events your programs run on
- Own the testing roadmap across subject lines, timing, content, and offers, and turn results into a living playbook
- Track and report on lifecycle KPIs: engagement, attributed revenue, retention, reactivation, list health, and deliverability
- Own deliverability and compliance (CAN-SPAM, TCPA), partnering with Legal and IT as needed
- Manage the lifecycle tech stack and budget, including tools, integrations, and agency or freelance support
- Coach and develop your Email Marketing Manager, setting priorities and reviewing their work
- Work with Brand Creative on copy and design, Customer Support on member feedback, and Data on attribution
What You'll Bring:- 7+ years in lifecycle, CRM, or retention marketing, including managing direct reports
- A track record building and scaling email/SMS programs for a subscription or membership consumer brand, ideally in pet, connected hardware, or health and wellness
- Deep hands-on expertise in a major ESP (Klaviyo, Braze, Attentive, Iterable, Customer.io), with range beyond email into push, in-app, or loyalty, referral, and winback programs
- Strong analytical chops: you define KPIs, read cohort and funnel data, and bonus if you can write your own SQL against a warehouse like Databricks or Snowflake
- Experience working with Product and Engineering on event tracking, data pipelines, or CDPs like Segment or mParticle
- Sharp writing instincts and the ability to write and edit campaign copy yourself
- Comfort moving between big-picture strategy and hands-on execution in the same day
Why You'll Love Us:- Time to Recharge: Enjoy flexible PTO to take the breaks you need.
- Top-Notch Health Coverage: We've got your back (and teeth and eyes) with full medical, dental, and vision insurance.
- Wellness Perks: Free access to One Medical, Kindbody, and Talkspace to keep you feeling your best.
- Dog-Friendly Office: Bring your pup to work - they're part of the team, too.
- Give Back to the Pups: Make tails wag with a $500 annual donation to a dog charity of your choice through our BarkBack Program.
- Free Fi Membership: Your furry best friend(s) get all the benefits of a Fi collar, on us!
- Love for Friends + Family: Share the Fi magic with loved ones through our gifting program.
The anticipated base salary range for this position is $150,000-$350,000. Actual compensation will vary based on multiple factors, including skills, experience, market conditions, and role scope, which may evolve during the hiring process. As a fast-growing Series B startup, Fi evaluates compensation opportunistically to align with the right candidate. This role is also eligible for equity compensation.
