Director, Lifecycle Marketing

True Classic is hiring a Director, Lifecycle Marketing to lead the strategy and execution of our owned media and customer retention ecosystem. In this role, you will architect and optimize the end-to-end customer journey across lifecycle stages — from subscriber growth to loyalty and win-back — driving measurable impact across email, SMS, push notifications, loyalty, and referral programs.

All of True Classic's roles are global and omni-channel, leading designated areas of accountability across all product categories, countries, and different sales & marketing channels. This means you will have the opportunity to impact our operations worldwide, ensuring a cohesive strategy that aligns with our overall business objectives and drives success across various markets and platforms

Areas of Accountability

Owned Media Strategy & Execution (Email, SMS, Push Notifications)

• Define and lead the lifecycle marketing strategy across all owned channels, building a scalable architecture that supports acquisition, conversion, retention, and win-back
• Develop segmentation frameworks and personalization strategies that increase engagement, revenue per subscriber, and customer lifetime value
• Oversee campaign development end-to-end, including content briefs, QA processes, and message audits to ensure accuracy, brand consistency, and performance
• Drive continuous optimization through A/B testing of creative, messaging, timing, and audience targeting, improving key metrics including open rate, click-through rate, conversion rate, and revenue per send
• Monitor deliverability health and channel performance, proactively identifying risks and implementing improvements to maximize reach and inbox placement

Retention & Loyalty Programs

• Own and evolve the Insider Program strategy, increasing member adoption, engagement, and incremental revenue contribution
• Build and optimize retention strategies across lifecycle stages to reduce churn and increase repeat purchase frequency
• Partner with Business Intelligence to conduct cohort analysis and lifetime value modeling, identifying high-impact opportunities for growth
• Develop targeted campaigns and offers to increase customer loyalty, drive second purchase acceleration, and improve long-term retention curves

Referral Program Growth

• Lead the strategy and optimization of referral programs to drive high-quality new customer acquisition
• Improve referral participation rates through testing incentives, messaging, and placement across owned channels
• Track referral performance and downstream LTV to ensure programs drive profitable, incremental growth
• Identify opportunities to better integrate referral initiatives into the broader lifecycle journey

Performance Tracking & Reporting

• Establish a clear lifecycle performance framework with defined KPIs across engagement, retention, and revenue metrics
• Partner with Business Intelligence to build dashboards that provide real-time visibility into cohort behavior, channel performance, and program ROI
• Translate complex data into actionable insights, proactively recommending optimizations and strategic pivots
• Deliver regular executive-ready reporting that connects lifecycle initiatives to revenue growth and customer lifetime value

Cross Functional Collaboration 

• Creative Team: Develop high-performing, on-brand content across owned channels, ensuring creative consistency while optimizing for conversion and engagement
• eCommerce Team: Align lifecycle campaigns with key DTC moments, product launches, and promotional calendars to create a seamless customer journey
• External Partners & Agencies: Manage third-party platforms and vendors, ensuring seamless execution, strong performance, and continuous optimization
• Business Intelligence: Partner on dashboard development, cohort analysis, segmentation strategy, and performance measurement to drive data-informed decision-making

Qualifications

• Bachelor’s degree in Marketing, Business, or related field
• 6–8+ years of experience in lifecycle marketing, CRM marketing, email marketing, or customer retention roles
• Proven ability to