Director of Lifecycle

Caraway Home • New York, NY

23h • Remote

About The Position

As the Director of Lifecycle, you will own the end-to-end lifecycle business — not just channels, but the customer economics that drive repeat revenue and profitability at Caraway. This role is accountable for defining how lifecycle contributes to company growth, including LTV expansion, repeat purchase velocity, margin efficiency, and customer cohort quality. This is a senior, strategic leadership role. You are not managing campaigns — you are building and operating a lifecycle system that influences how the business acquires, converts, retains, and grows customers over time. You will set the lifecycle strategy, define KPI ownership, and lead cross-functional initiatives that materially change customer behavior and financial outcomes. You will partner closely with Growth, Finance, Data, Creative, and Digital Product to ensure lifecycle is fully integrated into acquisition strategy, product experience, and company planning. You will also own the operating model for lifecycle, ensuring the team is structured, prioritized, and accountable to business outcomes — not just execution.

Requirements

• 8–10+ years of experience in lifecycle, retention, or growth roles within a high-growth DTC or ecommerce business
• Proven experience owning lifecycle as a business driver, with demonstrated impact on LTV, repeat purchase behavior, and margin efficiency
• Deep understanding of customer economics, including incrementality, payback periods, contribution margin, and cohort analysis
• Strong experience with BI and attribution tools (e.g., Omni, Northbeam), with the ability to move beyond reporting into diagnosis and strategy
• Track record of building lifecycle systems, not just campaigns — including segmentation, automation, and testing frameworks at scale
• Experience leading cross-functional initiatives that influence product, merchandising, and acquisition strategy
• Strong commercial mindset, able to balance growth and profitability in decision making
• Proven people leader who sets high expectations and develops teams to operate at a strategic level
• Direct communicator who can influence senior stakeholders and drive alignment across functions
• Comfortable challenging existing approaches and building new systems to unlock growth

Responsibilities

• Own lifecycle as a business function, with direct accountability to LTV, contribution margin, repeat purchase velocity, and cohort performance
• Define and operationalize lifecycle KPIs, ensuring they are consistently measured, reported, and tied to financial outcomes (not attributed revenue)
• Build a long-term lifecycle strategy that identifies structural growth levers across the customer journey, including onboarding, repeat behavior, cross-category expansion, and reactivation
• Lead the development of lifecycle architecture, including segmentation strategy, automation systems, personalization frameworks, and channel orchestration across Email, SMS, Direct Mail, and emerging channels
• Design and implement pricing and incentive governance across lifecycle to balance growth and margin, including testing frameworks for offer strategy, discounting, and payback
• Partner with Finance and Data to establish clear incrementality measurement, cohort analysis, and forecasting models tied to lifecycle performance
• Drive cross-functional initiatives that improve lifecycle outcomes at a systems level (e.g., welcome offer strategy, product merchandising alignment, PDP/onsite conversion improvements, post-purchase experience)
• Translate complex data into clear strategic direction, identifying root causes of performance issues and defining actions that unlock scale
• Establish a disciplined experimentation framework focused on high-impact lifecycle changes, not incremental campaign testing
• Own lifecycle forecasting and planning, ensuring retention is a core input into company revenue and profitability targets
• Build and lead a high-performing lifecycle team, setting a high bar for strategic thinking, ownership, and accountability
• Define how lifecycle integrates with acquisition, ensuring full-funnel alignment and maximizing total customer value

Benefits

• Equity
• 401k company match
• Comprehensive medical, dental + vision coverage options with generous employer contributions
• Access to FSA/HSA/Dependent Care FSA’s
• Up to 12 weeks of fully paid parental leave, depending on tenure
• Access to additional fertility care services via KindBody
• MacBook or PC provided
• Annual reimbursements for workspace setup
• Fully Remote work environment
• Monthly reimbursements for coworking space
• Monthly virtual events, company wide offsites, and opportunities for new Caraway swag
• Annual reimbursements for professional development aspirations
• Unlimited PTO
• 11+ paid annual holidays
• Quarterly wellness days
• Monthly reimbursements for wellness
• Employee discount on all Caraway Home products
• Complimentary product as a new hire + continuous to expand your Caraway Home collection

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: No Education Listed