VP, Customer Growth & Lifecycle Marketing

We are the champions of childhood Hanna Andersson is a Portland, Oregon-based premier kids and baby clothing brand. Our clothes are made to play, made to last, and designed to let kids be kids. We have core commitments to design, quality, and sustainability, and we believe in helping families create meaningful everyday moments. These principles guide the Hanna Way, and lead to an experience authentically different from other children’s brands.
We cultivate our unique brand by hiring team members who believe in these values, own a customer service mindset, and who are innovative, results-oriented, and comfortable working in a collaborative and growth-driven work environment. We all share in our brand’s success, and we actively encourage our team members to maintain a healthy balance in their daily lives.
Position Summary 
The VP, Customer Growth & Lifecycle Marketing will be at the heart of Hanna Andersson’s customer growth engine (integrating acquisition, retention, and CRM strategy) to expand reach, deepen engagement, and maximize lifetime value. This leader will own the customer journey end-to-end, uniting performance marketing and lifecycle marketing under a cohesive growth framework that drives sustainable, profitable growth through precision, personalization, and insight.  As a key member of the Digital leadership team, this role will strengthen the bridge between Brand, Digital, and Finance to ensure disciplined investment, measurable outcomes, and seamless customer experiences that deliver both emotional connection and commercial impact.
The ideal candidate brings deep expertise in new customer acquisition, growth experimentation, and lifecycle marketing, and will help shape how Hanna integrates customer, digital, and data strategies, including the thoughtful use of AI-powered tools to enable personalization, forecasting, and optimization at scale. 
Location: Remote (West Coast) or Portland, OR (Hybrid) 

Essential Duties

• Lead Hanna’s customer growth strategy end-to-end, integrating new customer acquisition, retention, and CRM to drive scalable, profitable growth and deepen customer relationships. 
• Oversee paid performance channels (search, social, affiliate, programmatic, retargeting) to optimize CAC, ROAS, and incremental revenue while advancing growth experimentation and new channel discovery. 
• Develop and execute a cohesive lifecycle marketing framework that connects acquisition, retention, and reactivation to maximize engagement and loyalty across key journey moments. 
• Leverage segmentation, automation, and personalization, enhanced by AI-driven insightsto deliver relevant, data-informed experiences across owned channels (email, SMS,  and site). 
• Partner with Brand, Creative, and Product teams to ensure growth messaging and offers align with Hanna’s storytelling and customer value proposition. 
• Collaborate with Finance and Digital Operations to manage investment allocation, performance forecasting, and ROI tracking for efficient spend and measurable outcomes. 
• Work with Technology and Data teams to evolve Hanna’s martech ecosystem for real-time decision-making, optimization, and marketing agility. 
• Champion a test-and-learn culture that fosters experimentation, continuous improvement, and performance innovation across the customer journey. 
• Lead, mentor, and inspire a high-performing team focused on curiosity, accountability, and data-informed growth practices. 
• Serve as a key digital leader, partnering with the Chief Digital Officer and peers across Brand and Technology to advance personalization, omnichannel integration, and customer experience innovation. 

Qualifications

• 12+ years of progressive experience in growth, performance, and lifecycle marketing, including 5+ years in senior leadership within a high-growth retail or DTC environment. 
• Proven success driving new customer acquisition and scaling profitable growth through multi-channel media strategy, performance optimization, and experimentation. 
• Deep experience with CRM, retention, and loyalty programs that drive long-term customer value and advocacy. 
• Strong analytical and strategic mindset with expertise in marketing measurement frameworks (CAC, LTV, ROAS, incrementality). 
• Demonstrated ability to manage large-scale marketing budgets with focus on efficiency, accountability, and sustained profitability. 
• Fluency with modern marketing platforms that incorporate AI and automation (e.g., Klaviyo, Iterable, Meta Advantage+, GA4, Looker, Amplitude). 
• Exceptional collaboration skills with Brand, Creative, Product, Technology, and Finance to align storytelling with commercial outcomes. 
• Inspirational leadership style groun