Director of Lifecycle Marketing

Amplify•San Francisco, CA

1d•$140,000 - $160,000•Remote

About The Position

Amplify is hiring its first Director of Lifecycle to build the company’s lifecycle marketing program from the ground up. The role owns the customer relationship from the initial online quote through application submission and agent handoff, and then through policy onboarding, retention, annual reviews, upgrades, and referrals. The Director will set the strategy, select and configure tools, create campaigns and automated journeys, and demonstrate program impact. The position is hands-on, with the opportunity to build and lead a lifecycle team as the program grows. The Director will report directly to the CMO and collaborate with licensed agents, product, data, compliance, and brand. The role requires building lifecycle capabilities in HubSpot and related channels and tools, maintaining reliable data, operating within compliance requirements, and reporting results in business terms such as conversion, customer acquisition cost, commission revenue payback, and early-lapse rates. The position is remote in the US, with compensation of $140,000–$160,000 OTE.

Requirements

At least 8 years of experience in lifecycle, CRM, or retention marketing, including at least 2–3 years leading the function or a major part of it.
Experience building a lifecycle program or a substantial part of one from scratch.
Experience with considered purchases where marketing hands off to a sales or advisor team, such as insurance, financial services, or other high-ticket products.
Hands-on fluency with at least one modern lifecycle platform, such as Braze, Iterable, Customer.io, or Klaviyo; HubSpot experience is strongly preferred.
Experience executing marketing through compliance or legal review in a regulated category, including SMS and phone consent rules.
Strong analytical skills, comfort with dashboards and spreadsheets, ability to write or read basic SQL, and experience designing tests with real control groups.
Strong, on-brand copywriting skills, including the ability to explain complex financial products simply and write effective email subject lines and SMS messages.
Working knowledge of lifecycle data, including events, contact properties, identity resolution, and how a CRM, CDP, or warehouse feeds marketing tools.
Clear communication skills with executives and cross-functional partners, including the ability to explain program value in revenue terms.

Nice To Haves

Experience at an early-stage or high-growth company, ideally as the first lifecycle hire.
Background in life insurance, annuities, wealth management, insurtech, or fintech.
Experience with retention or persistency programs where early cancellations have a meaningful cost.
Familiarity with HTML/CSS for email, templating languages, or light scripting.
Experience building referral or partner programs.

Responsibilities

Audit existing messages, customer touchpoints, and data sources, and map the customer journey from quote through application and policyholder status or lapse.
Deliver initial improvements, including faster follow-up for new quotes, nurture for people considering a policy, and a better handoff from digital leads to licensed agents.
Build policy-delivery and early-onboarding communications to help customers keep coverage in force.
Validate and develop the lifecycle technology stack in HubSpot and other needed tools, and ensure lifecycle data is trustworthy.
Present a six-month lifecycle strategy with priorities, targets, and a measurement plan.
Own lifecycle strategy and execution across email, SMS, and agent-team handoffs.
Build and manage automated journeys for quote follow-up, nurture, application completion, agent handoff, policy delivery, early-tenure retention, annual reviews, term conversion and upsell, referrals, and re-engaging stalled leads.
Write, design or brief, build, quality-check, and launch campaigns hands-on.
Define customer segmentation and personalization by customer segment, product, funnel stage, and customer value.
Partner with the agent team on lead routing, speed to lead, and communications before and after calls.
Run a test-and-learn program with appropriate holdout groups to measure lifecycle impact.
Partner with product on online quote and application experiences, and with data on event tracking and attribution.
Follow compliance review processes and protect deliverability, list health, and consent.
Report lifecycle impact using business metrics including quote-to-application conversion, customer acquisition cost, commission-revenue payback, and early-lapse rates.
Make the case for, then hire and lead, a lifecycle team as the program scales.