Director of Lifecycle Marketing

Truly Free•Williamsburg, MI

1d•Remote

About The Position

Truly Free Home is a high-growth DTC CPG brand focused on direct response marketing, subscription revenue, and expanding customer lifetime value. Email and SMS are critical profit centers, generating a substantial portion of the company's revenue. TrulyFree.com is a marketplace for non-toxic products, and for this role, lifecycle marketing will encompass Sellers, Activation, Recruiting, and Offers, supporting a three-pronged business model involving Sellers, Affiliates, and Customers. We are looking for a Director of Lifecycle Marketing who excels at the intersection of technical execution, persuasive messaging, and data-driven optimization. This role is responsible for Email and SMS as a primary revenue channel, aiming to drive 30-40% of total company revenue through lifecycle marketing. The position involves leading strategy and execution across large databases (2-3M+ subscribers and/or multiple lists), ensuring consistent campaign output, high-performing automated flows, and strong subscription monetization. The goal is to build a predictable, profit-generating lifecycle operating system that continuously optimizes retention, increases LTV, and improves subscription performance. This role requires a hands-on operator capable of running a high-volume campaign engine, making critical decisions on offers, products, and promotions, and effectively linking performance data to future strategy.

Requirements

6-10+ years in lifecycle, CRM, or retention marketing in a DTC CPG or subscription business.
Proven experience managing large-scale lists (2-3M+ subscribers) or multiple segmented lists.
Demonstrated success driving 30%+ of company revenue from Email/SMS.
Deep, hands-on expertise in Klaviyo (flows, segmentation, deliverability, reporting).
Strong background in direct response marketing (copy, offers, conversion strategy).
Experience owning subscription performance and retention optimization.
Strong technical fluency, including deliverability best practices, data flows, tracking, and integrations.
Analytical mindset with the ability to translate data into action quickly.
Ability to operate both strategically and tactically (player-coach).

Responsibilities

Own and deliver 30-40%+ of total company revenue through lifecycle channels (Email + SMS).
Build and execute a high-frequency, high-conversion campaign calendar.
Decide on product, offer, and promotion deployment based on performance data.
Drive first purchase, repeat purchase, and subscription conversion.
Architect and continuously optimize end-to-end customer journeys, including acquisition nurture, conversion flows, post-purchase monetization, replenishment & subscription upsell, and win-back/reactivation.
Partner with leadership to define and evolve subscription strategy.
Improve rebill rates, churn reduction, and subscriber LTV.
Lead direct-response messaging strategy across Email and SMS, ensuring every send has a clear objective (revenue, conversion, or retention).
Develop and refine offer frameworks, promotional hooks, and urgency/conversion tactics.
Maintain a balance between brand integrity and aggressive performance marketing.
Own reporting and performance analysis across lifecycle channels (revenue per send/subscriber, contribution to total revenue, conversion rates, AOV, LTV, churn).
Build a closed-loop feedback system (Insights → Hypothesis → Test → Scale).
Use data to inform campaign cadence, offer selection, and segmentation strategy.
Develop a predictable, repeatable system for revenue generation and optimization.
Build and maintain a scalable lifecycle marketing operating system, including campaign planning cadence, testing frameworks, and performance review cycles.
Establish clear processes for ongoing optimization and iteration.
Ensure lifecycle marketing functions as a data-forward, continuously improving retention engine.