[Hiring] Director of Lifecycle Marketing (Email & SMS - Direct Response) @Truly Free

Role Description

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
• Own deliverability and technical infrastructure
• Close the loop between performance data and future strategy

Core Ownership Areas

• 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
• 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
• Technical Ownership (Klaviyo + Deliverability)
  • Own the full technical execution within Klaviyo, including:
    • Flow architecture
    • Segmentation logic
    • List hygiene and suppression strategy
  • Manage and optimize deliverability, including:
    • Domain health, inbox placement, and sender reputation
    • Email structure (headers, authentication, formatting)
  • Identify, diagnose, and resolve technical or development-related issues impacting performance
  • Collaborate with engineering when needed to fix data flows, tracking, or integration gaps
• 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
• 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
• 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

Qualifications

• 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

Location

Traverse City, Michigan (Remote)

Department

Marketing (M201)

Employment Type

Full-Time (Salary)

Minimum Experience

Manager/Supervisor

Compensation

$120,000 - 150,000