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About the Role
Lola Blankets is seeking a strategic and analytical Senior Director, Lifecycle Marketing to own the strategy and evolution of customer lifecycle marketing. This role focuses on increasing customer lifetime value, repeat purchases, engagement, loyalty, and advocacy by connecting customer behavior to business performance and building integrated strategies across owned channels.
Responsibilities
- Set strategy across email, SMS, direct mail, and emerging owned channels to increase customer lifetime value, repeat purchase rate, loyalty, and advocacy.
- Own onsite capture and list growth strategy across email, SMS, and other owned audiences.
- Build sophisticated segmentation and personalization strategies based on customer data.
- Establish a rigorous testing and experimentation roadmap across various lifecycle elements.
- Develop and scale direct mail as a lifecycle channel, including audience strategy, testing, and ROI measurement.
- Guide messaging frameworks to strengthen emotional connection, product education, community engagement, and brand loyalty.
- Develop strategies to increase LTV, repeat purchase rate, and purchase frequency.
- Partner with BizOps to understand customer progression and identify interventions that drive customer value.
- Establish lifecycle KPIs and measurement frameworks to distinguish overall business growth from incremental lifecycle impact.
- Build an always-on testing culture and translate customer data into actionable insights.
- Partner with Finance and BizOps on forecasting and measuring the financial contribution of retention initiatives.
- Develop and lead the strategy for Lola loyalty, including program vision, objectives, and roadmap.
- Define the loyalty measurement framework and key performance indicators.
- Establish regular reporting and operating rhythms for senior leaders on program performance.
- Partner with Brand and Creative to design member-first activations.
- Serve as the senior lifecycle partner across departments including Brand, Creative, Ecommerce, Paid Media, Merchandising, CX, Finance, and Bizops.
- Partner with Paid Media to understand downstream customer quality and LTV by channel, audience, offer, and cohort.
- Build and coach a high-performing team of lifecycle strategists and technical operations.
- Establish clear ownership, goals, operating rhythms, and accountability for the team.
- Own lifecycle budgets, agencies, technology partners, contracts, forecasting, and investment decisions.
- Proactively identify opportunities, risks, and recommendations within the lifecycle ecosystem.
Requirements
- 10+ years in lifecycle, retention, or loyalty marketing at a high-growth consumer or digitally native business.
- Proven experience building lifecycle strategies that measurably improve LTV, repeat purchase behavior, and customer economics.
- Deep expertise in customer segmentation, cohort analysis, CRM automation, experimentation, personalization, and lifecycle measurement.
- Strong background in CRM design and CDP requirements for successful lifecycle programs.
- Strong experience managing lifecycle platforms such as Klaviyo, Postscript, and Rivo.
- Proven people and cross-functional leadership with the ability to develop teams and influence senior stakeholders.
- Comfortable operating autonomously in a fast-moving, high-growth environment.
Skills
- Lifecycle Marketing
- Retention Marketing
- Loyalty Marketing
- CRM
- Direct Mail
- Email Marketing
- SMS Marketing
- Onsite Capture
- List Growth
- Segmentation
- Personalization
- Experimentation
- Customer Lifetime Value (LTV)
- Repeat Purchase Behavior
- Customer Economics
- Cohort Analysis
- CRM Automation
- Lifecycle Measurement
- Loyalty Program Strategy
- Team Leadership
- Cross-functional Collaboration
- Budget Management
- Agency Management
- Technology Partner Management
- Forecasting
- Klaviyo
- Postscript
- Rivo
Location
- New York
- Utah
Work Type
- Hybrid
Experience Level
- 10+ years
Salary/Compensations
- Competitive base salary and annual bonus
Benefits
- 21 days paid vacation + all federal holidays
- Full health benefits (health, dental, vision, mental)
- 16 weeks paid birth parent leave
- 8 weeks non-birth parent leave
- 55% off Lola Blankets for friends and family
- Opportunities for career growth
About the Company
- Lola Blankets is a fast-growing comfort and lifestyle brand on a mission to make the world a cozier place.