Director, Messaging Reactivation

Role Overview

The Director of Messaging Reactivation owns the strategy, execution, and revenue performance of all reactivation efforts across Launch Potato's brand portfolio. This role is responsible for bringing dormant audiences back into active monetization through email, with full ownership of the revenue those efforts produce. You will manage the end-to-end reactivation lifecycle: audience identification and scoring, sending infrastructure and deliverability, and performance optimization.

Reporting to the Chief Digital Officer, you'll lead and develop a team while remaining deeply involved in day-to-day execution. This role carries full ownership of a growing revenue line, with the autonomy to make strategic and operational decisions in real time. You'll be responsible for your team's performance, growth, and output, coaching and developing direct reports while continuing to drive results through your own hands-on contributions. We're looking for a leader who thrives in a player-coach model: someone who can build and elevate a team without stepping away from the work itself.

Responsibilities

Revenue Ownership

• Own the reactivation revenue number across all brands and report on it directly to the CDO
• Decide which audiences to reactivate, at what volume, and through which channels
• Identify new monetization opportunities in audience data, including cross-brand and cross-channel pathways
• Balance revenue growth against deliverability and sender reputation risk

Audience Strategy and Scoring

• Work with data and brand leaders to refine how we identify and prioritize high-value dormant users
• Design and run tests to validate reactivation approaches before scaling
• Build repeatable, automated workflows so reactivation runs continuously rather than manually
• Expand into audience segments that have not been activated yet

Deliverability and Infrastructure

• Own warmup and scaling strategy for new IPs and sending domains
• Ensure verification and hygiene processes are in place before any audience enters a send workflow
• Monitor deliverability across major ISPs and adjust sending behavior in real time
• Manage ESP configuration and performance across platforms

Data, Analytics, and Reporting

• Own the reporting framework for reactivation performance across all brands
• Design engagement scoring and segmentation models, not just consume dashboards others build
• Analyze campaign and pipeline performance to identify trends, risks, and opportunities
• Present results and strategic recommendations to messaging leadership on a regular cadence

Cross-Functional Collaboration

• Partner with the P&G messaging team, infrastructure team, and audience monetization leads
• Coordinate with deliverability and operations on ESP configuration and send execution
• Collaborate with executive leadership on growth strategy and capacity planning
• Consolidate reactivation ownership that is currently spread across multiple teams into a single, accountable function

Leadership and Team Development

• Lead direct reports with accountability for their output, growth, and effectiveness Develop team members into stronger individual contributors and future leaders
• Build systems and operating rhythms that make the team better over time, not just in the moment
• Model the standard you hold the team to: no gap between expectation and behavior

What This Role Requires

This is a player-coach environment. At Launch Potato, every leader stays hands-on regardless of level. You will be deep in the data, the platforms, and the send logic while also leading a team and setting direction for the function. If your default mode is to delegate execution entirely, this is not the right fit.

Must-Haves

• Deep, hands-on experience with email sending infrastructure at the ESP level: IP warming, domain reputation, feedback loops, throttling
• Track record managing deliverability across major ISPs, including warmup programs and reputation recovery
• Experience designing engagement scoring, audience segmentation, or behavioral targeting systems (not just executing against existing models)
• Proven revenue ownership: you have been directly accountable for a revenue line, not a process or channel
• Experience operating email at high volume with a clear understanding of the operational and reputational risks at scale
• Strong data fluency: SQL proficiency, direct work with data teams, comfort building and validating scoring models
• People leadership experience: you have managed direct reports with accountability for their development and output
• Communication skills to present performance and strategy to executive leadership clearly and concisely

Strong Additions

• Experience building reactivation or re-engagement programs against large dormant audiences
• Worked across multiple ESP platforms with a working understanding of the tradeoffs between them
• Experience managing remote, distributed teams across time zones
• Track record developing managers or senior ICs into stronger leaders

Platforms and Tools

ESP platforms, email verification services, BI/analytics tools (Looker or similar), Google Postmaster, engagement scoring systems, SQL

Success Metrics

• Reactivation revenue growth across all brands
• Volume of dormant users successfully returned to active monetization
• Deliverability health: inbox placement, sender reputation, FBL rates
• New audience segments and monetization pathways launched
• Automation coverage: reduction in manual processes
• Cross-functional alignment with messaging, infrastructure, and data teams
• Team development: direct reports are growing under your leadership

TOTAL COMPENSATION

Base salary is set according to market rates for the nearest major metro and varies based on Launch Potato’s Levels Framework. Your compensation package includes a base salary, profit-sharing bonus, and competitive benefits. Launch Potato is a performance-driven company, which means once you are hired, future increases will be based on company and personal performance, not annual cost of living adjustments.