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