Own lifecycle strategy across onboarding, engagement, retention, renewals, and reactivation
Lead CRM and customer communication channels, including email, SMS, push, and in-product messaging
Build segmentation, personalization, and behavioral targeting strategies across the customer lifecycle.
Develop customer journey mapping and lifecycle analytics frameworks
Develop retention and renewal strategies designed to improve customer tenure and reduce voluntary churn
Drive experimentation and optimization initiatives across onboarding, engagement, billing, retention, and renewal journeys
Partner with Product, Analytics, Customer Experience, and Operations teams to translate customer insights into scalable engagement and retention programs
Build lifecycle programs that help customers better understand energy usage, costs, savings opportunities, and plan value
Establish reporting, KPIs, cohort analysis, and retention performance measurement across the lifecycle funnel
Lead customer lifetime value optimization efforts, including upsell, cross-sell, and loyalty initiatives
Ensure customer communications align with regulatory, operational, and brand standards

7–12+ years of experience in lifecycle marketing, CRM, retention, customer engagement, or growth-focused roles.
Strong experience building and scaling lifecycle programs in subscription, telecom, utilities, fintech, membership, marketplace, or other data-driven consumer businesses.
Experience in retail energy, utilities, or telco is a meaningful plus.
Deep understanding of customer segmentation, behavioral analytics, personalization, and retention strategy.
Strong experimentation mindset with experience running A/B and multivariate testing programs.
Experience with CRM and lifecycle marketing platforms such as Braze, Iterable, or similar tools.
Strong analytical capabilities with experience in retention metrics, cohort analysis, churn reduction, and LTV modeling.
Ability to balance strategic thinking with hands-on execution in a fast-moving environment.
Strong cross-functional collaboration and stakeholder management skills.
Strong AI fluency and curiosity, with experience leveraging AI-driven tools and automation to improve lifecycle operations, customer personalization, experimentation velocity, and team efficiency.

Director of Lifecycle – Retention

Key skills