Director of Lifecycle Marketing

Truly Free Home, Inc.; Williamsburg (MI); Remote; USD 150,000 - 210,000; Full time

Job summary

Truly Free Home, Inc. is seeking a Director of Lifecycle Marketing who leads Email and SMS as core revenue channels, overseeing large subscriber databases and driving revenue through lifecycle programs.

You will own strategy, execution, testing, and optimization to improve retention, LTV, and subscription growth, balancing performance with brand integrity in a remote setting.

Qualifications

• 6–10+ years in lifecycle, CRM, or retention marketing in a DTC CPG or subscription business
• Experience managing large lists (2–3M+ subscribers) or multiple segmented lists
• Proven success driving 30%+ of company revenue from Email/SMS
• Strong background in direct response marketing (copy, offers, conversion strategy)
• Experience owning subscription performance and retention optimization
• Strong technical fluency: data flows, tracking, and integrations

Responsibilities

• 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
• Drive first purchase, repeat purchase, and subscription conversion
• Architect and continuously optimize end-to-end customer journeys, including conversion flows
• Lead data reporting and a closed-loop feedback system
• Develop a scalable lifecycle operating system with testing frameworks

Skills

Lifecycle Marketing

Email Marketing

SMS Marketing

Direct Response

Analytics & Data

Subscription Growth

Job description

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

Department: Marketing

Reports to: CMO for Truly Free Home

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:
• 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:
• Conversion flows
• Win-back/reactivation
• Partner with leadership to define and evolve subscription strategy at a strategic level
• Improve rebill rates, churn reduction, and subscriber LTV
• Lead direct-response messaging strategy across Email and SMS
• Ensure every send has a clear objective: drive revenue, conversion, or retention
• Develop and refine:
• 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:
• Contribution to total revenue
• Conversion rates, AOV, LTV, churn
• Build a closed-loop feedback system:
• Offer selection
• 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:
• 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
• Strong background in direct response marketing (copy, offers, conversion strategy)
• Experience owning subscription performance and retention optimization
• Strong technical fluency:
• 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
• 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

• Performance bonus tied directly to:
• Email/SMS revenue contribution
• Subscription growth and retention metrics