Director, Lifecycle Marketing

Role Overview

• Own the end-to-end performance and lifecycle marketing strategy across paid and owned channels.
• Define acquisition, retention, frequency, and LTV goals in partnership with Marketing and Analytics leadership.
• Ensure paid and owned channels are integrated into a seamless customer journey.
• Oversee paid media strategy, planning, and optimization across key channels, including paid social, search, app install, and emerging platforms.
• Manage agency partners and/or in-house teams responsible for media execution.
• Own paid media budgets, pacing, and performance, with accountability for CAC, ROAS, and incremental growth.
• Lead lifecycle strategy and execution across email, SMS, push notifications, in-app messaging, and loyalty communications.
• Define segmentation, journey orchestration, cadence, and personalization frameworks.
• Ensure owned channels drive retention, frequency, and customer value, not just transactions.
• Lead customer data and segmentation strategy, defining actionable segments based on behavior, frequency, value, and lifecycle stage.
• Drive adoption and activation of a Customer Data Platform (CDP), using insights to inform targeting, personalization, testing, and investment decisions across paid and owned channels.
• Own performance KPIs across paid and owned channels, including CAC, ROAS, retention, repeat rate, frequency, and LTV.
• Partner with Analytics to develop dashboards, testing frameworks, and attribution approaches.
• Use insights and experimentation to continuously optimize channel mix, messaging, and investment.
• Partner closely with Brand and Creative teams to align performance marketing with brand strategy and creative direction.
• Collaborate with Digital, and Operations teams to ensure marketing programs align with the guest experience.
• Lead, mentor, and grow a high-performing performance and lifecycle marketing team.

Requirements

• 8–12+ years of performance and/or lifecycle marketing experience, ideally within consumer, ecommerce, QSR, or digital-first brands.
• Proven experience owning paid media strategy and budgets alongside owned-channel lifecycle programs.
• Strong understanding of full-funnel performance marketing and customer journey optimization.
• Experience managing agencies and cross-functional partners.
• Highly data-driven with comfort interpreting performance metrics and making tradeoffs.
• Strong leadership, communication, and influence skills.
• Comfortable operating in a fast-paced, results-oriented environment.

Benefits

• Competitive salary + bonus + benefits + equity
• 4 Day Work Week (yuppp, we get every Friday off)
• A fun, entrepreneurial, and cookie-filled culture.
• Free cookies, branded swag and so much more!