Director of Lifecycle Marketing

Compensation: $120,000 - 150,000

Director of Lifecycle Marketing (Email & SMS – Direct Response)

Department: Marketing

Reports to: CMO for Truly Free Home

Location: Remote

Employment Type: Full-time

Compensation

Base + Performance Bonus (tied to Email/SMS Revenue + Subscription Growth)

About Us: Truly Free Home
- We are a high-growth DTC CPG brand built on direct response marketing, subscription-driven revenue, and customer lifetime value expansion. Email and SMS are not support channels—they are core profit centers responsible for a significant portion of company revenue.

TrulyFree.com is a non-toxic alternative marketplace with over hundreds of brands and thousands of products. For this role the Lifecycle will include the Sellers, Activation, Recruiting, and Offers as this is a three pronged business that includes Sellers, Affiliates, and Customers.

Position Overview

We are seeking a Director of Lifecycle Marketing who operates at the intersection of technical execution, persuasive messaging, and data-driven optimization.  This role owns Email and SMS as a primary revenue channel, with accountability for driving 30–40% of total company revenue through lifecycle marketing. You will lead strategy and execution across large-scale databases (2–3M+ subscribers and/or multiple lists), ensuring consistent campaign output, high-performing automated flows, and strong subscription monetization.

You will be responsible for building a predictable, profit-generating lifecycle operating system—one that continuously optimizes retention, increases LTV, and improves subscription performance.

This role requires a true operator—someone who can:

• Run a high-volume campaign engine
• Make decisive calls on offers, products, and promotions
• Close the loop between performance data and future strategy

Core Ownership Areas

• Revenue Ownership (Email + SMS):

Own and deliver 30–40%+ of total company revenue through lifecycle channels

Build and execute a high-frequency, high-conversion campaign calendar

Decide what products, offers, and promotions get deployed based on performance data

Drive first purchase, repeat purchase, and subscription conversion

• Lifecycle & Subscription Strategy:

Architect and continuously optimize end-to-end customer journeys, including:

Acquisition nurture

Conversion flows

Post-purchase monetization

Replenishment & subscription upsell

Win-back/reactivation

Partner with leadership to define and evolve subscription strategy at a strategic level

Improve rebill rates, churn reduction, and subscriber LTV

3 . Messaging, Copy & Offer Strategy:

• Lead direct-response messaging strategy across Email and SMS
• Ensure every send has a clear objective: drive revenue, conversion, or retention

Develop and refine

Offer frameworks

Promotional hooks

Urgency and conversion tactics

Maintain balance between brand integrity and aggressive performance marketing

• Data, Reporting & Feedback Loop:

Own reporting and performance analysis across lifecycle channels:

Revenue per send / per subscriber

Contribution to total revenue

Conversion rates, AOV, LTV, churn

Build a closed-loop feedback system:

Insights → Hypothesis → Test → Scale

Use data to inform

Campaign cadence

Offer selection Segmentation strategy

Develop a predictable, repeatable system for revenue generation and optimization

• Operating System & Process Development:

Build and maintain a scalable lifecycle marketing operating system, including:

Campaign planning cadence

Testing frameworks

Performance review cycles

Establish clear processes for ongoing optimization and iteration

Ensure lifecycle is a data-forward, continuously improving retention engine

Key Requirements

• 6–10+ years in lifecycle, CRM, or retention marketing in a DTC CPG or subscription business
• Proven experience managing large-scale lists (2–3M+ subscribers) or multiple segmented lists
• Demonstrated success driving 30%+ of company revenue from Email/SMS
• Deep, hands-on expertise in Klaviyo (flows, segmentation, deliverability, reporting)
• Strong background in direct response marketing (copy, offers, conversion strategy)
• Experience owning subscription performance and retention optimization

Strong technical fluency

Deliverability best practices

• Data flows, tracking, and integrations
• Analytical mindset with ability to translate data into action quickly
• Ability to operate both strategically and tactically (player-coach)

What Success Looks Like

Email and SMS consistently drive 30–40%+ of total revenue

A high-output, high-performing campaign engine running weekly

Measurable improvements in

Subscription conversion and rebill rates

Retention and LTV

• Strong inbox placement and deliverability health across all sends
• A clear, scalable lifecycle operating system that produces predictable results
• Continuous testing culture with clear performance insights driving decisions

Compensation & Incentives

Competitive base salary

Performance bonus tied directly to:

Email/SMS revenue contribution

Subscription growth and retention metrics