Director of Lifecycle Marketing

Director of Lifecycle Marketing (Email & SMS – Direct Response)  - Department: Marketing - Reports to: CMO for Truly Free Home - Location: Remote - Employment Type: Full-time - Compensation: Base + Performance Bonus (tied to Email/SMS Revenue + Subscription Growth)  About Us: Truly Free Home - We are a high-growth DTC CPG brand built on direct response marketing, subscription-driven revenue, and customer lifetime value expansion. Email and SMS are not support channels—they are core profit centers responsible for a significant portion of company revenue.  TrulyFree.com is a non-toxic alternative marketplace with over hundreds of brands and thousands of products. For this role the Lifecycle will include the Sellers, Activation, Recruiting, and Offers as this is a three pronged business that includes Sellers, Affiliates, and Customers. 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 → Hypothesis → Test → 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