Own and scale our end-to-end CRM and retention efforts (through email, SMS, and loyalty/retention flows)
Partner closely with Brand, Product, CX, Web, Analytics, Growth and Commercial teams
Lead the end-to-end lifecycle strategy to convert leads, drive retention, and re-engage churned customers
Establish frameworks to scale automated, segmented and personalized customer journeys
Own multi-step flows and campaigns (welcome, onboarding, replenishment, VIP treatment, churn prevention, re-engagement)
Drive automation, dynamic segmentation, content personalization and lifecycle experimentation
Define KPIs and uncover what drives retention and customer value
Translate data into actionable insights and strategies that deliver strong business outcomes
Work closely with Brand, Content, Product, CX, Commercial and HCP teams to ensure messaging and experiences align to brand, regulatory requirements and customer needs
Leverage and inform the lifecycle tech stack and vendor ecosystem (ESP, CRM, CDP, experimentation tools)
Directly manage a Lifecycle Marketing Director, setting strategy, prioritizing initiatives, and ensuring successful execution against retention and LTV goals.

8–12+ years in lifecycle/CRM, subscription marketing
4+ years in senior leadership roles (Director/Senior Director)
Strong quantitative background with hands-on experience in cohort analysis, LTV modeling, A/B testing, and working with SQL/analytics partners
Proven ability to translate data into insights that drive measurable impact
Deep, practical experience building email/SMS programs, marketing automation, lifecycle flows and personalization at scale
Strong knowledge of deliverability, ESPs, CDPs and orchestration tools
Track record of partnering with Brand, Creative, Growth, Product and CX, and operating as a strong workstream owner across matrixed teams
Strong people skills, including hiring, coaching, and working across cross functional teams.

Senior Director, Lifecycle Marketing – Retention

Key skills