Director, Lifecycle Marketing

Going

3d•$175,000 - $200,000•Remote

About The Position

Going's Director, Lifecycle Marketing owns the strategy, execution, and performance of the member lifecycle for more than 2 million monthly active members across email, push, in-app, and web, from onboarding through winback. This semi-technical leadership role sets the lifecycle roadmap and calendar, builds performance reporting, and leads and develops the lifecycle team. The Director is the senior owner of Going's Braze CRM and partners closely with Product, Engineering, and Data & Insights, while advancing AI-enabled efficiency and automation at scale. The role will improve members' experience from signup throughout their membership. Initially, the Director will learn Going's Braze integration, lifecycle program, and marketing technology stack; identify high-impact opportunities; take ownership of campaign calendars and workflows; establish performance reporting; build a management rhythm with the team; and publish a prioritized roadmap and experimentation plan. Over time, the Director will own the full lifecycle program, including personalized omnichannel communications that support Going's mobile app, website, and product offerings. They will own performance measurement and dashboards, improve activation, adoption, engagement, retention, and lifetime value, apply AI to automated journeys, translate business objectives into technical delivery requirements, and hire, mentor, and develop a high-performing lifecycle team. The position reports to the VP, Marketing.

Requirements

At least 8 years of lifecycle, CRM, or retention marketing experience for B2C brands, ideally a consumer app or subscription business.
At least 3 years of experience leading and developing people.
Proven ownership of an end-to-end, multichannel lifecycle program across email, push, in-app, and web, including calendar ownership and program governance.
Deep hands-on expertise in Braze or a comparable enterprise CRM, including Canvas, segmentation, behavioral triggers, and personalization or Liquid logic.
Strong analytical skills, including cohort analysis, LTV modeling, A/B testing, and retention and funnel reporting; ability to build and communicate dashboards.
SQL experience or willingness to learn SQL.
Hands-on experience applying AI to lifecycle marketing, such as AI-driven personalization, send-time optimization, predictive segmentation, dynamic content, or automation.
Ability to evaluate AI outputs against brand and quality standards, with awareness of data privacy and governance.
Track record partnering with Data, Product, and Engineering to deliver technical projects and translating between technical and non-technical stakeholders.
Strong copywriting skills across email, push, in-app, and web, along with the ability to provide constructive creative feedback.
Campaign development experience from concept and brief through messaging, creative direction, and execution, including effective partnership with designers.
Outstanding project management and organizational skills; able to balance multiple priorities and follow through.
Goal-oriented, with a record of setting and achieving long-term performance metrics; comfortable in a fast-paced startup environment and working across a breadth of projects.
Legally authorized to work in the United States and able to work US-hours.

Nice To Haves

Experience at a consumer subscription or membership business.
Experience scaling lifecycle marketing for a mobile app.
Experience building toward an AI-native or highly automated lifecycle system.
Familiarity with CDPs, deliverability, and the broader lifecycle and orchestration technology stack.

Responsibilities

Own the strategy, enhancement, and execution of the full member lifecycle program from onboarding through winback.
Scale personalized, omnichannel communications across email, push, in-app, and web.
Own the lifecycle calendar and campaign workflows, including intake, prioritization, quality assurance, and scheduling.
Own lifecycle performance reporting and dashboards, establish reporting cadences, and improve activation, adoption, engagement, retention, and lifetime value.
Develop a prioritized lifecycle roadmap and experimentation plan.
Apply AI to relevant automated journeys to improve program performance and team efficiency.
Translate business goals into data, segmentation, targeting, and dynamic-content requirements, partnering with Data, Product, and Engineering.
Lead, hire, mentor, and develop the lifecycle team and establish team management rhythms.
Build campaign briefs, messaging, creative direction, and execution in partnership with designers.
Write and improve clear, on-brand, high-converting copy across lifecycle channels.