Director, Lifecycle Marketing
About The Position
Auction.com is seeking a Director, Lifecycle Marketing for its core marketplace business. The role owns the strategy and execution of lifecycle marketing programs that drive engagement, education, nurturing, and transactions across new and existing customers. Programs reach customers through owned and paid channels, including on-platform and mobile app merchandising. The Director will lead customer-centric lifecycle marketing, demand generation, nurture strategy, audience segmentation, funnel optimization, and marketing automation. The role uses marketing technology—including Customer 360 platforms, customer data platforms, ad networks, Twilio, and Salesforce Marketing Cloud—to engage customers through email, SMS, mobile push, in-product notifications, and off-platform retargeting. This leader partners with executives and teams across sales, analytics, operations, creative, product, technology, and customer-facing functions. The position reports to the SVP, Marketing.
Requirements
- 10 or more years of experience in B2C or marketplace lifecycle, CRM, or growth marketing.
- 5 or more years of direct people management experience, including leading managers.
- Hands-on experience with enterprise marketing automation platforms, such as Salesforce Marketing Cloud, and CDPs to build, activate, and orchestrate audiences across channels.
- Proven ownership of revenue-driven lifecycle programs, with accountability for performance targets and measurable business growth.
- Strong analytical fluency, including experimentation design, holdout and incrementality testing, and attribution.
- Working knowledge of messaging compliance and privacy requirements, such as TCPA, CAN-SPAM, and CCPA.
- Bachelor's degree or equivalent practical experience.
Nice To Haves
- Experience in real estate, fintech, auctions, or other high-consideration marketplaces.
Responsibilities
- Partner with demand generation and upper-funnel programs to create a seamless customer experience through middle- and lower-funnel stages, managing end-to-end journeys across paid, owned, earned, and syndication channels.
- Apply customer-centric audience and segmentation analytics, working with data science to use models for campaign targeting, messaging, nurturing, and conversion strategies.
- Develop differentiated approaches for buyer personas, including first-time buyers and experienced investors.
- Design and manage segmented, intent-based nurture journeys across in-product merchandising, email, SMS, digital retargeting, and direct mail.
- Engage early-tenure customers and nurture them into bidders and transactors; develop win-back and reactivation programs for lapsed bidders.
- Create post-win journeys that support a smooth closing process and encourage repeat purchases.
- Partner with brand and content teams to develop and use educational content that guides customers through their first purchase.
- Develop retention strategies based on a strong understanding of high-value customers.
- Serve as marketing lead and strategic partner to Product and Technology, helping inform product planning, features, requirements, roadmaps, and go-to-market strategies.
- Own lifecycle KPIs, including bidder conversion, repeat-buyer rate, retention, and revenue impact.
- Establish a test-and-learn program using A/B testing, holdout groups, and incrementality measurement to demonstrate and improve program performance.
- Partner with Legal and Privacy to ensure compliance with TCPA and 10DLC consent requirements for SMS, CAN-SPAM, and audience-targeting permissions; maintain consent, suppression, and deliverability standards.
- Champion thoughtful adoption of AI and automation to improve personalization, content development, experimentation velocity, and campaign operations.
Benefits
- Medical, dental, and vision insurance.
- 401(k) plan with Auction.com contributing an amount equal to 25% of eligible employee contributions.
- Paid Time Off (PTO), including 12 paid holidays.
- Eligibility for an annual performance bonus.
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What This Job Offers
Job Type
Full-time
Career Level
Director
