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