Sr. Director, Lifecycle Marketing

DIRECTV•Los Angeles, CA

2d•Remote

About The Position

DIRECTV is seeking a transformational marketing leader to serve as Sr. Director, Lifecycle Marketing, responsible for driving enterprise-wide communications strategy, AI-enabled decisioning, and performance optimization across the full customer lifecycle. In this high-visibility role, you will lead a high-performing team of lifecycle marketing professionals while serving as a key executive stakeholder, shaping and presenting the strategic roadmap, financial impact, and transformation agenda to senior leadership. This role sits at the intersection of marketing strategy, data science, and technology, requiring a leader who can bridge sophisticated analytical thinking with executional excellence. You will own the end-to-end lifecycle communications strategy, govern cross-channel journeys, and lead the transition from manual, rule-based campaign execution to scalable, NBA-driven decisioning and AI-enabled automation. Your work will directly influence customer retention, long-term value creation, and a projected three-year multi-million-dollar financial benefit across product lines and lifecycle segments. The ideal candidate is an analytically rigorous, strategically minded leader with deep expertise in lifecycle or CRM marketing, a strong command of marketing technology and automation, and a proven track record of building and developing high-performing teams in a complex, matrixed organization. Here’s what you’ll do: Enterprise Communications Strategy, Governance & Team Leadership (35%) Lead and develop a high-performing Lifecycle Marketing team spanning direct channels, digital, audience strategy, and operations—fostering a culture of experimentation, accountability, and transformation. Serve as an executive-facing leader, responsible for presenting lifecycle communications strategy, transformation roadmap, performance results, and financial impact to the Executive Leadership Team and senior stakeholders, ensuring visibility, alignment, and enterprise accountability. Define and govern enterprise communications strategy ensuring cohesive cross-channel journeys and prioritization of strategies per cohort that maximize incremental LTV. Standardize channel best practices and sequencing frameworks while reducing fragmentation and manual rule dependencies across channels. Drive process enhancements and integration improvements that increase execution speed, improve quality control, and elevate performance visibility across lifecycle programs. Expand the marketable base through always-on consent capture for email and SMS, and multi-channel re-engagement strategies. Own communications strategy across high-impact lifecycle events and tradeoff decisions that directly influence churn mitigation, retained margin, and long-term customer value. NBA Decisioning, AI Enablement & Automation Transformation (35%) Define and execute the roadmap to transition lifecycle communications to NBA-driven decisioning, embedding rule-based and model-informed orchestration across channels. Partner with Advanced Analytics, MarTech, and IT to convert manual campaign logic into scalable decision frameworks that improve prioritization, arbitration, and personalization. Implement new automated, model-driven and AI-enabled tools to enhance audience targeting, prioritization, testing rigor, and creative automation—optimizing campaign automation by EOY. Standardize audience segmentation, eligibility logic, and testing methodologies to unlock incremental enterprise value and reduce marketing expense. Drive automation strategies and operational efficiencies that contribute to a multi-million-dollar cumulative marketing expense reduction by 2028. Performance Management, Analytics & Optimization (30%) Partner with Advanced Analytics to design rigorous measurement frameworks and test designs that quantify incremental impact of communications strategy transformation and isolate channel, treatment, and sequencing effects. Evaluate tradeoffs across competing strategies targeting the same cohort, using sound experimental design and incrementality modeling to optimize prioritization and enterprise value creation. Establish KPIs, dashboards, and operating rhythms that measure retained margin, engagement lift, automation rate, consent growth, expense efficiency, and incremental revenue contribution. Ensure lifecycle transformation initiatives collectively support the projected multi-million-dollar three-year financial benefit across product lines and lifecycle segments. Build a performance culture that continuously refines lifecycle strategies based on data, incrementality measurement, and enterprise value creation.

Requirements

Bachelor's degree in Marketing, Business, or a related field preferred; MBA a plus.
7 – 10 years of experience in product marketing or related roles, with at least 5 years in a senior leadership position, and 5 years in a supervisory role.
Proven track record of developing and executing successful marketing strategies that drive business growth.
Strong understanding of B2C marketing principles and best practices.
Excellent analytical skills with the ability to translate data into actionable marketing insights.
Outstanding communication and presentation skills, with the ability to articulate complex product features and benefits to various audiences.
Experience in managing and mentoring high-performing marketing teams.
Demonstrated ability to work cross-functionally and influence stakeholders at all levels.
Strong project management skills and ability to manage multiple initiatives simultaneously.
In-depth knowledge of digital marketing channels and technologies.
Experience with marketing automation tools and CRM systems.
Familiarity with market research methodologies and competitive analysis techniques.
Strong strategic thinking and problem-solving skills.
Ability to thrive in a fast-paced, dynamic environment and adapt to changing market conditions.

Nice To Haves

Industry-specific knowledge relevant to the company's products or services is highly desirable.

Responsibilities

Lead and develop a high-performing Lifecycle Marketing team spanning direct channels, digital, audience strategy, and operations—fostering a culture of experimentation, accountability, and transformation.
Serve as an executive-facing leader, responsible for presenting lifecycle communications strategy, transformation roadmap, performance results, and financial impact to the Executive Leadership Team and senior stakeholders, ensuring visibility, alignment, and enterprise accountability.
Define and govern enterprise communications strategy ensuring cohesive cross-channel journeys and prioritization of strategies per cohort that maximize incremental LTV.
Standardize channel best practices and sequencing frameworks while reducing fragmentation and manual rule dependencies across channels.
Drive process enhancements and integration improvements that increase execution speed, improve quality control, and elevate performance visibility across lifecycle programs.
Expand the marketable base through always-on consent capture for email and SMS, and multi-channel re-engagement strategies.
Own communications strategy across high-impact lifecycle events and tradeoff decisions that directly influence churn mitigation, retained margin, and long-term customer value.
Define and execute the roadmap to transition lifecycle communications to NBA-driven decisioning, embedding rule-based and model-informed orchestration across channels.
Partner with Advanced Analytics, MarTech, and IT to convert manual campaign logic into scalable decision frameworks that improve prioritization, arbitration, and personalization.
Implement new automated, model-driven and AI-enabled tools to enhance audience targeting, prioritization, testing rigor, and creative automation—optimizing campaign automation by EOY.
Standardize audience segmentation, eligibility logic, and testing methodologies to unlock incremental enterprise value and reduce marketing expense.
Drive automation strategies and operational efficiencies that contribute to a multi-million-dollar cumulative marketing expense reduction by 2028.
Partner with Advanced Analytics to design rigorous measurement frameworks and test designs that quantify incremental impact of communications strategy transformation and isolate channel, treatment, and sequencing effects.
Evaluate tradeoffs across competing strategies targeting the same cohort, using sound experimental design and incrementality modeling to optimize prioritization and enterprise value creation.
Establish KPIs, dashboards, and operating rhythms that measure retained margin, engagement lift, automation rate, consent growth, expense efficiency, and incremental revenue contribution.
Ensure lifecycle transformation initiatives collectively support the projected multi-million-dollar three-year financial benefit across product lines and lifecycle segments.
Build a performance culture that continuously refines lifecycle strategies based on data, incrementality measurement, and enterprise value creation.