Senior Director, Lifecycle Marketing

About the Role

Lola Blankets is a fast-growing comfort and lifestyle brand on a mission to make the world a cozier place. Reporting directly to the VP, Growth, the Senior Director, Lifecycle Marketing will own the strategy and evolution of Lola’s customer lifecycle, with a focus on increasing customer lifetime value, repeat purchase behavior, engagement, loyalty, and advocacy. We're looking for a strategic, highly analytical lifecycle leader who can connect customer behavior to business performance and build an integrated strategy across onsite capture and list growth, email, SMS, direct mail, loyalty, and other owned channels

Core Responsibilities

CRM, Direct Mail & Owned Channels

• Set the strategy across email, SMS, direct mail, and emerging owned channels, defining the role each plays throughout the customer journey focused on increasing customer lifetime value (LTV), repeat purchase rate, and customer loyalty and advocacy
• Own onsite capture and list growth strategy across email, SMS, and other owned audiences, including pop-ups, forms, landing experiences, incentives, and emerging capture opportunities.
• Build sophisticated segmentation and personalization strategies based on customer behavior, purchase history, lifecycle stage, product affinity, engagement, and value.
• Establish a rigorous testing and experimentation roadmap across capture experiences, audiences, journeys, creative, messaging, offers, and frequency, balancing list growth and conversion with long-term customer value.
• Develop and scale direct mail as a lifecycle channel, including audience strategy, testing, incrementality, and ROI measurement.
• Guide messaging frameworks that strengthen emotional connection, product education, community engagement, and brand loyalty

Customer Economics

• Develop strategies to increase LTV, repeat purchase rate, purchase frequency, and first-to-second and subsequent purchase conversion.
• Partner with BizOps to understand customer progression, develop meaningful cohorts, identify where customers fall out of the lifecycle, and uncover the behaviors and interventions that drive greater customer value.
• Establish lifecycle KPIs and measurement frameworks that distinguish overall business growth from the incremental impact of lifecycle initiatives.
• Build an always-on testing culture and translate customer data into actionable insights, recommendations, and investment decisions for senior leadership.
• Partner with Finance and BizOps on forecasting and measuring the financial contribution of retention initiatives.

Loyalty, Reviews, and Advocacy

• Develop and lead the strategy for Lola loyalty, establishing the program vision, objectives, customer value proposition, and multi-year roadmap.
• Define the loyalty measurement framework and key performance indicators across enrollment, engagement, retention, purchase behavior, customer value, and program economics.
• Establish regular reporting and operating rhythms that provide senior leaders with a clear view of program performance, opportunities, and risks.
• Partner with Brand and Creative to design member-first activations around launches, drops, retail openings, and cultural moments, including VIP access, exclusive offerings, and experiential retention initiatives.

Cross-Functional & Team Leadership

• Serve as the senior lifecycle partner across the business, working closely with 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, and bring those insights into acquisition decisions.
• Build and coach a high-performing team of lifecycle strategists and lifecycle technical operations to deliver against the forward-looking needs of the business
• Establish clear ownership, goals, operating rhythms, and accountability while empowering the team to own day-to-day execution.
• Own lifecycle budgets, agencies, technology partners, contracts, forecasting, and investment decisions, including the CRM and loyalty tech stack.
• Proactively identify opportunities, risks, and recommendations within the lifecycle ecosystem.

This role reports to our VP, Growth. Preference for candidates who can be hybrid in our offices in either New York or Utah.

Qualifications

• 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, beyond attributed email and SMS revenue.
• 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.

What We Offer

• Competitive base salary and annual bonus based on company and individual performance
• 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 within Lola Blankets