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