Director, Messaging Reactivation

LP Careers Page

8h•Remote

About The Position

Launch Potato is a profitable digital media company that reaches over 30M+ monthly visitors through brands such as FinanceBuzz, All About Cookies, and OnlyInYourState. As The Discovery and Conversion Company, our mission is to connect consumers with the world’s leading brands through data-driven content and technology. Headquartered in South Florida with a remote-first team spanning over 15 countries, we’ve built a high-growth, high-performance culture where speed, ownership, and measurable impact drive success. At Launch Potato, you’ll accelerate your career by owning outcomes, moving fast, and driving impact with a global team of high-performers. The Director of Messaging Reactivation owns the strategy, execution, and revenue performance of all reactivation efforts across Launch Potato's brand portfolio. This role is responsible for bringing dormant audiences back into active monetization through email, with full ownership of the revenue those efforts produce. You will manage the end-to-end reactivation lifecycle: audience identification and scoring, sending infrastructure and deliverability, and performance optimization. Reporting to the Chief Digital Officer, you'll lead and develop a team while remaining deeply involved in day-to-day execution. This role carries full ownership of a growing revenue line, with the autonomy to make strategic and operational decisions in real time. You'll be responsible for your team's performance, growth, and output, coaching and developing direct reports while continuing to drive results through your own hands-on contributions. We're looking for a leader who thrives in a player-coach model: someone who can build and elevate a team without stepping away from the work itself.

Requirements

Deep, hands-on experience with email sending infrastructure at the ESP level: IP warming, domain reputation, feedback loops, throttling
Track record managing deliverability across major ISPs, including warmup programs and reputation recovery
Experience designing engagement scoring, audience segmentation, or behavioral targeting systems (not just executing against existing models)
Proven revenue ownership: you have been directly accountable for a revenue line, not a process or channel
Experience operating email at high volume with a clear understanding of the operational and reputational risks at scale
Strong data fluency: SQL proficiency, direct work with data teams, comfort building and validating scoring models
People leadership experience: you have managed direct reports with accountability for their development and output
Communication skills to present performance and strategy to executive leadership clearly and concisely

Nice To Haves

Experience building reactivation or re-engagement programs against large dormant audiences
Worked across multiple ESP platforms with a working understanding of the tradeoffs between them
Experience managing remote, distributed teams across time zones
Track record developing managers or senior ICs into stronger leaders

Responsibilities

Own the reactivation revenue number across all brands and report on it directly to the CDO
Decide which audiences to reactivate, at what volume, and through which channels
Identify new monetization opportunities in audience data, including cross-brand and cross-channel pathways
Balance revenue growth against deliverability and sender reputation risk
Work with data and brand leaders to refine how we identify and prioritize high-value dormant users
Design and run tests to validate reactivation approaches before scaling
Build repeatable, automated workflows so reactivation runs continuously rather than manually
Expand into audience segments that have not been activated yet
Own warmup and scaling strategy for new IPs and sending domains
Ensure verification and hygiene processes are in place before any audience enters a send workflow
Monitor deliverability across major ISPs and adjust sending behavior in real time
Manage ESP configuration and performance across platforms
Own the reporting framework for reactivation performance across all brands
Design engagement scoring and segmentation models, not just consume dashboards others build
Analyze campaign and pipeline performance to identify trends, risks, and opportunities
Present results and strategic recommendations to messaging leadership on a regular cadence
Partner with the P&G messaging team, infrastructure team, and audience monetization leads
Coordinate with deliverability and operations on ESP configuration and send execution
Collaborate with executive leadership on growth strategy and capacity planning
Consolidate reactivation ownership that is currently spread across multiple teams into a single, accountable function
Lead direct reports with accountability for their output, growth, and effectiveness
Develop team members into stronger individual contributors and future leaders
Build systems and operating rhythms that make the team better over time, not just in the moment
Model the standard you hold the team to: no gap between expectation and behavior