Director of Customer Lifecycle Marketing

Spring Step Shoes | Direct-to-Consumer Ecommerce

Location: Pompano Beach, FL (On-site)

About Spring Footwear

Since 1991, Spring Footwear has been dedicated to helping people look and feel their best by delivering footwear that combines comfort, quality, style, and value. Through our portfolio of trusted brands—including Spring Step, L'Artiste, Patrizia, Flexus, Azura, and Spring Step Professional—we serve thousands of retail partners while continuing to expand our rapidly growing direct-to-consumer business.

Our mission is simple:

"To develop successful partnerships by creating and delivering the best quality, value, product and service every day."

As our ecommerce business continues to grow, we're looking for an experienced customer growth leader to help build the next phase of our direct-to-consumer success.

About the Role

Spring Step Shoes is seeking a Director of Customer Lifecycle Marketing to lead the strategy that transforms first-time customers into lifelong brand advocates.

This is a highly strategic leadership position responsible for maximizing customer lifetime value across our Shopify ecommerce business through customer lifecycle marketing, CRM, loyalty, retention, customer engagement, community building, and advocacy programs.

You'll own the customer journey after acquisition—from the first purchase through repeat purchases, loyalty, referrals, and long-term brand advocacy—helping build a scalable customer growth engine that delivers measurable revenue and profitable growth.

Reporting to the Director of Ecommerce (DTC), you'll collaborate closely with Ecommerce, Merchandising, Creative, Performance Marketing, Customer Experience, and Operations to create exceptional customer experiences that increase engagement, retention, and lifetime value.

What You'll Do

Lead Customer Growth Strategy

• Develop and execute lifecycle strategies that increase customer lifetime value (LTV), repeat purchases, customer retention, and loyalty.
• Build scalable customer growth initiatives that support long-term ecommerce revenue.
• Identify opportunities to improve customer engagement through personalization and lifecycle optimization.

Own CRM & Lifecycle Marketing

• Lead email, SMS, loyalty, referral, and marketing automation strategies.
• Optimize customer journeys including:
  • Welcome campaigns
  • Post-purchase experiences
  • Cross-sell and upsell programs
  • Win-back campaigns
  • VIP and loyalty initiatives
  • Referral programs
• Continuously test messaging, timing, segmentation, and offers to improve performance.

Build Customer Community & Advocacy

• Grow an engaged customer community through reviews, user-generated content (UGC), referrals, and social engagement.
• Partner with Creative to showcase authentic customer stories and brand experiences.
• Expand customer advocacy initiatives that strengthen brand loyalty.

Lead Creator & Ambassador Programs

• Develop influencer, ambassador, affiliate, and creator partnerships.
• Scale customer referral and VIP programs.
• Measure program performance through engagement, retention, and revenue impact.

Leverage Customer Insights

• Analyze customer behavior, cohorts, lifecycle performance, and retention trends.
• Use data-driven insights to improve personalization, customer experiences, and business growth.
• Build executive dashboards and communicate key customer performance metrics.

Inspire and Develop Teams

• Lead and mentor the CRM/Email Marketing Specialist, Community & Content Manager, and external agency partners.
• Foster a collaborative, customer-first culture focused on innovation, accountability, and continuous improvement.

What Success Looks Like

You'll know you're succeeding when:

• Customer Lifetime Value continues to grow.
• Repeat purchase rates and customer retention improve year over year.
• Email and SMS become major drivers of ecommerce revenue.
• Loyalty and referral programs deliver measurable business impact.
• Customer advocacy and user-generated content continue to grow.
• Customer insights lead to increasingly personalized shopping experiences.