Director, Lifecycle Marketing

True Classic•Calabasas, CA

8h•Hybrid

About The Position

True Classic is hiring a Director, Lifecycle Marketing to lead the strategy and execution of our owned media and customer retention ecosystem. In this role, you will architect and optimize the end-to-end customer journey across lifecycle stages — from subscriber growth to loyalty and win-back — driving measurable impact across email, SMS, push notifications, loyalty, and referral programs. All of True Classic's roles are global and omni-channel, leading designated areas of accountability across all product categories, countries, and different sales & marketing channels. This means you will have the opportunity to impact our operations worldwide, ensuring a cohesive strategy that aligns with our overall business objectives and drives success across various markets and platforms

Requirements

Bachelor’s degree in Marketing, Business, or related field
6–8+ years of experience in lifecycle marketing, CRM marketing, email marketing, or customer retention roles
Proven ability to establish lifecycle strategy, define email architecture, develop and manage segmentation frameworks, and track performance against KPIs
Extensive experience with email marketing platforms (e.g., Klaviyo), SMS tools, and push notification systems
Strong analytical skills with experience conducting cohort analyses and interpreting KPIs to drive optimization
Proficiency in A/B testing and experimentation methodologies
Exceptional communication skills and ability to collaborate cross-functionally across creative, eCommerce, and analytics teams
Strategic and creative problem-solving mindset with strong attention to detail
Demonstrated ability to translate data into actionable insights and scalable growth initiatives.

Nice To Haves

Experience in eCommerce or DTC brands
Familiarity with RFM modeling, predictive analytics, and advanced segmentation strategies
Experience managing loyalty or referral programs
Strong background in creative briefing and copywriting for owned media channels

Responsibilities

Owned Media Strategy & Execution (Email, SMS, Push Notifications)
Define and lead the lifecycle marketing strategy across all owned channels, building a scalable architecture that supports acquisition, conversion, retention, and win-back
Develop segmentation frameworks and personalization strategies that increase engagement, revenue per subscriber, and customer lifetime value
Oversee campaign development end-to-end, including content briefs, QA processes, and message audits to ensure accuracy, brand consistency, and performance
Drive continuous optimization through A/B testing of creative, messaging, timing, and audience targeting, improving key metrics including open rate, click-through rate, conversion rate, and revenue per send
Monitor deliverability health and channel performance, proactively identifying risks and implementing improvements to maximize reach and inbox placement
Retention & Loyalty Programs
Own and evolve the Insider Program strategy, increasing member adoption, engagement, and incremental revenue contribution
Build and optimize retention strategies across lifecycle stages to reduce churn and increase repeat purchase frequency
Partner with Business Intelligence to conduct cohort analysis and lifetime value modeling, identifying high-impact opportunities for growth
Develop targeted campaigns and offers to increase customer loyalty, drive second purchase acceleration, and improve long-term retention curves
Referral Program Growth
Lead the strategy and optimization of referral programs to drive high-quality new customer acquisition
Improve referral participation rates through testing incentives, messaging, and placement across owned channels
Track referral performance and downstream LTV to ensure programs drive profitable, incremental growth
Identify opportunities to better integrate referral initiatives into the broader lifecycle journey
Performance Tracking & Reporting
Establish a clear lifecycle performance framework with defined KPIs across engagement, retention, and revenue metrics
Partner with Business Intelligence to build dashboards that provide real-time visibility into cohort behavior, channel performance, and program ROI
Translate complex data into actionable insights, proactively recommending optimizations and strategic pivots
Deliver regular executive-ready reporting that connects lifecycle initiatives to revenue growth and customer lifetime value
Cross Functional Collaboration
Creative Team: Develop high-performing, on-brand content across owned channels, ensuring creative consistency while optimizing for conversion and engagement
eCommerce Team: Align lifecycle campaigns with key DTC moments, product launches, and promotional calendars to create a seamless customer journey
External Partners & Agencies: Manage third-party platforms and vendors, ensuring seamless execution, strong performance, and continuous optimization
Business Intelligence: Partner on dashboard development, cohort analysis, segmentation strategy, and performance measurement to drive data-informed decision-making