Director of Lifecycle Marketing (Email & SMS - Direct Response)
Department: Marketing
** 2 Positions, one with Truly Free Home and the other with our sister company TrulyFree.com (Marketplace)
Reports to: CMO for Truly Free Home, Executive Director of Marketing for TrulyFree.com
Location: Remote
Employment Type: Full-time
Compensation: Base + Performance Bonus (tied to Email/SMS Revenue + Subscription Growth)
Position Overview
We are seeking a Director of Lifecycle Marketing who operates at the intersection of technical execution, persuasive messaging, and data-driven optimization. This role owns Email and SMS as a primary revenue channel, with accountability for driving 30-40% of total company revenue through lifecycle marketing. You will lead strategy and execution across large-scale databases (2-3M+ subscribers and/or multiple lists), ensuring consistent campaign output, high-performing automated flows, and strong subscription monetization.
You will be responsible for building a predictable, profit-generating lifecycle operating system-one that continuously optimizes retention, increases LTV, and improves subscription performance.
This role requires a true operator-someone who can:
- Run a high-volume campaign engine
- Make decisive calls on offers, products, and promotions
- Close the loop between performance data and future strategy
Core Ownership Areas
1. Revenue Ownership (Email + SMS)
- Own and deliver 30-40%+ of total company revenue through lifecycle channels
- Build and execute a high-frequency, high-conversion campaign calendar
- Decide what products, offers, and promotions get deployed based on performance data
- Drive first purchase, repeat purchase, and subscription conversion
2. Lifecycle & Subscription Strategy
- Architect and continuously optimize end-to-end customer journeys, including:
- Acquisition nurture
- Conversion flows
- Post-purchase monetization
- Replenishment & subscription upsell
- Win-back/reactivation
- Partner with leadership to define and evolve subscription strategy at a strategic level
- Improve rebill rates, churn reduction, and subscriber LTV
3. Messaging, Copy & Offer Strategy
- Lead direct-response messaging strategy across Email and SMS
- Ensure every send has a clear objective: drive revenue, conversion, or retention
- Develop and refine:
- Offer frameworks
- Promotional hooks
- Urgency and conversion tactics
- Maintain balance between brand integrity and aggressive performance marketing
4. Data, Reporting & Feedback Loop
- Own reporting and performance analysis across lifecycle channels:
- Revenue per send / per subscriber
- Contribution to total revenue
- Conversion rates, AOV, LTV, churn
- Build a closed-loop feedback system:
- Insights 12 Hypothesis 12 Test 12 Scale
- Use data to inform:
- Campaign cadence
- Offer selection Segmentation strategy
- Develop a predictable, repeatable system for revenue generation and optimization
5. Operating System & Process Development
- Build and maintain a scalable lifecycle marketing operating system, including:
- Campaign planning cadence
- Testing frameworks
- Performance review cycles
- Establish clear processes for ongoing optimization and iteration
- Ensure lifecycle is a data-forward, continuously improving retention engine
Key Requirements
- 6-10+ years in lifecycle, CRM, or retention marketing in a DTC CPG or subscription business
- Proven experience managing large-scale lists (2-3M+ subscribers) or multiple segmented lists
- Demonstrated success driving 30%+ of company revenue from Email/SMS
- Deep, hands-on expertise in Klaviyo (flows, segmentation, deliverability, reporting)
- Strong background in direct response marketing (copy, offers, conversion strategy)
- Experience owning subscription performance and retention optimization
- Strong technical fluency:
- Deliverability best practices
- Data flows, tracking, and integrations
- Analytical mindset with ability to translate data into action quickly
- Ability to operate both strategically and tactically (player-coach)
What Success Looks Like
- Email and SMS consistently drive 30-40%+ of total revenue
- A high-output, high-performing campaign engine running weekly
- Measurable improvements in:
- Subscription conversion and rebill rates
- Retention and LTV
- Strong inbox placement and deliverability health across all sends
- A clear, scalable lifecycle operating system that produces predictable results
- Continuous testing culture with clear performance insights driving decisions
Compensation & Incentives
- Competitive base salary
- Performance bonus tied directly to:
- Email/SMS revenue contribution
- Subscription growth and retention metrics
