Director of Lifecycle Marketing (Email & SMS – Direct Response)
- Department: Marketing
- Reports to: CMO for Truly Free Home
- Location: Remote
- Employment Type: Full-time
- Compensation: Base + Performance Bonus (tied to Email/SMS Revenue + Subscription Growth)
About Us: Truly Free Home - We are a high-growth DTC CPG brand built on direct response marketing, subscription-driven revenue, and customer lifetime value expansion. Email and SMS are not support channels—they are core profit centers responsible for a significant portion of company revenue.
TrulyFree.com is a non-toxic alternative marketplace with over hundreds of brands and thousands of products. For this role the Lifecycle will include the Sellers, Activation, Recruiting, and Offers as this is a three pronged business that includes Sellers, Affiliates, and Customers.
Position Overview: We are seeking a Director of Lifecycle Marketing who operates at the intersection of technical execution, persuasive messaging, and data-driven optimization. This role owns Email and SMS as a primary revenue channel, with accountability for driving 30–40% of total company revenue through lifecycle marketing. You will lead strategy and execution across large-scale databases (2–3M+ subscribers and/or multiple lists), ensuring consistent campaign output, high-performing automated flows, and strong subscription monetization.
You will be responsible for building a predictable, profit-generating lifecycle operating system—one that continuously optimizes retention, increases LTV, and improves subscription performance.
This role requires a true operator—someone who can:
- Run a high-volume campaign engine
- Make decisive calls on offers, products, and promotions
- Close the loop between performance data and future strategy
Core Ownership Areas:
1. Revenue Ownership (Email + SMS):
- Own and deliver 30–40%+ of total company revenue through lifecycle channels
- Build and execute a high-frequency, high-conversion campaign calendar
- Decide what products, offers, and promotions get deployed based on performance data
- Drive first purchase, repeat purchase, and subscription conversion
2. Lifecycle & Subscription Strategy:
- Architect and continuously optimize end-to-end customer journeys, including:
- Acquisition nurture
- Conversion flows
- Post-purchase monetization
- Replenishment & subscription upsell
- Win-back/reactivation
- Partner with leadership to define and evolve subscription strategy at a strategic level
- Improve rebill rates, churn reduction, and subscriber LTV
3. Messaging, Copy & Offer Strategy:
- Lead direct-response messaging strategy across Email and SMS
- Ensure every send has a clear objective: drive revenue, conversion, or retention
- Develop and refine:
- Offer frameworks
- Promotional hooks
- Urgency and conversion tactics
- Maintain balance between brand integrity and aggressive performance marketing
4. Data, Reporting & Feedback Loop:
- Own reporting and performance analysis across lifecycle channels:
- Revenue per send / per 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 Segmentation strategy
- Develop a predictable, repeatable system for revenue generation and optimization
5. Operating System & Process Development:
- Build and maintain a scalable lifecycle marketing operating system, including:
- Campaign planning cadence
- Testing frameworks
- Performance review cycles
- Establish clear processes for ongoing optimization and iteration
- Ensure lifecycle is a data-forward, continuously improving retention engine
Key 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:
- Deliverability best practices
- Data flows, tracking, and integrations
- Analytical mindset with ability to translate data into action quickly
- Ability to operate both strategically and tactically (player-coach)
What Success Looks Like:
- Email and SMS consistently drive 30–40%+ of total revenue
- A high-output, high-performing campaign engine running weekly
- Measurable improvements in:
- Subscription conversion and rebill rates
- Retention and LTV
- Strong inbox placement and deliverability health across all sends
- A clear, scalable lifecycle operating system that produces predictable results
- Continuous testing culture with clear performance insights driving decisions
Compensation & Incentives:
- Competitive base salary
- Performance bonus tied directly to:
- Email/SMS revenue contribution
- Subscription growth and retention metrics
