Director of Lifecycle and Retention Marketing

POSITION SUMMARY:

The Director of Lifecycle and Retention Marketing will lead the strategy and execution of customer engagement and retention initiatives across email, SMS, loyalty programs, and other owned channels. This role is responsible for driving revenue growth through highly personalized, data-driven campaigns that increase purchase frequency, order value, and customer lifetime value (LTV) while reducing churn.

A key focus of this role is leveraging AI-driven personalization and predictive analytics to optimize customer communications. The ideal candidate will be adept at integrating acquisition data (device, demographic, content, and channel insights), customer data (purchase history, LTV, AOV, address, product preferences), and site behavioral data (Goddess Quiz results, site search behavior, wishlist/favorites) to create hyper-personalized marketing strategies. As a strategic leader within the marketing team, this person will own the full customer lifecycle, spearhead retention strategies, and collaborate cross-functionally to ensure a seamless and engaging customer experience.

KEY RESPONSIBILITIES:

• Retention & Lifecycle Strategy: Develop and execute a comprehensive lifecycle marketing strategy that enhances customer engagement, increases repeat purchases, and maximizes retention.
• AI-Driven Personalization & Predictive Insights: Stay at the forefront of AI-driven personalization trends, leveraging machine learning tools to optimize customer communications and drive higher conversion rates.
• Data Enrichment & Segmentation: Combine acquisition, customer, and behavioral data to build more precise segmentation and personalization engines, ensuring messaging is tailored to individual customer journeys.
• Email & SMS Management: Own the vision, strategy, and execution of email and SMS marketing, ensuring optimal segmentation, automation, and deliverability to drive engagement and revenue.
• Customer Insights & Behavioral Targeting: Utilize Goddess Quiz results, site search behavior, and wishlist/favorites data to create hyper-personalized campaigns that deepen customer relationships.
• Data Analysis & Performance Optimization: Track and report on key retention KPIs (LTV, churn rate, repeat purchase rate, etc.), providing data-driven insights to continuously refine retention strategies.
• A/B Testing & Experimentation: Lead a culture of experimentation across messaging, creative, offer structures, and automation flows to optimize engagement and retention.
• List Growth & Churn Reduction: Develop and execute strategies to expand email, SMS, and loyalty audiences while improving engagement rates and reducing churn.
• Loyalty & Membership Program Leadership: Oversee and enhance loyalty and membership programs to increase repeat purchases and customer advocacy.
• Acquisition & Feedback Integration: Partner with acquisition teams to connect pre-purchase behavior with retention efforts, ensuring seamless personalization from first touchpoint to repeat purchase.
• Cross-Functional Collaboration: Work closely with product, creative, and e-commerce teams to align lifecycle campaigns with business objectives and enhance the overall customer experience.
• Emerging Trends & Innovation: Stay ahead of industry trends, AI-powered marketing technologies, and best practices in lifecycle marketing to drive continuous innovation.

QUALIFICATIONS:

• 6 years of experience in lifecycle marketing, CRM, or retention marketing, ideally at a DTC brand with a high-SKU count.
• Proven track record of driving customer retention and revenue growth through data-driven personalization and lifecycle strategies.
• Experience with AI-powered marketing tools and predictive analytics to drive hyper-personalized content and communications.
• Expertise in leveraging acquisition, customer, and behavioral data to create segmentation models that enhance personalization.
• Experience owning a P&L or being directly accountable for revenue, LTV, and retention performance.
• Proficiency in Shopify and ESPs (preferably Klaviyo and/or Yotpo).
• Strong analytical skills with experience in A/B testing, customer segmentation, and data-driven marketing.
• Ability to lead and scale lifecycle marketing programs while collaborating cross-functionally with key stakeholders.
• Self-starter with a strategic mindset, capable of balancing high-level planning with hands-on execution.
• Comfortable working in a fast-paced, growth-driven environment with a strong test-and-learn approach.

BENEFITS: 

• Attractive base salary and performance-based bonus;
• Generous healthcare benefits;
• 4% 401k matching program; 
• 50% off all Awe products and quarterly product stipend;
• Fully flexible PTO policy;
• Opportunity to create products that bring meaning and strength to women and minorities and supports those in need through our charity give back program;
• Trajectory and history of success at a brand that is profitable and operates in a fast-growing, highly-attractive market segment;
• Caring environment that values the societal impacts of its operations as much as financial gain.

EQUAL OPPORTUNITY EMPLOYER: 

Awe is an equal opportunity employer; applicants are considered for all roles without regard to race, color, religious creed, sex, national origin, citizenship status, age, physical or mental disability, sexual orientation, marital, parental, veteran or military status, unfavorable military discharge, or any other status protected by applicable federal, state or local law.