Director of Lifecycle Marketing

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

Department: Marketing

** 2 Positions, one with Truly Free Home and the other with our sister company TrulyFree.com (Marketplace)Reports to: CMO for Truly Free Home, Executive Director of Marketing for TrulyFree.com.

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

1. 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

2. 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

4. 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

5. 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