We’re building more than a brand—we’re building a lifelong relationship with the Awesome Humans who inspire us every day.

We’re looking for a world-class VP / Senior Director of Lifecycle & Retention Marketing to architect and scale a best-in-class lifecycle engine that drives loyalty, lifetime value, and deep, meaningful connection with our community of Awesome Humans.

This is not a traditional CRM role. This is an opportunity to define what modern lifecycle marketing looks like at scale—blending data, technology, and storytelling to create seamless, personalized experiences across every touchpoint.

You’ll combine a deeply customer-centric mindset with cutting-edge capabilities in AI, automation, and real-time personalization—delivering the right message, to the right customer, at exactly the right moment.

Reporting to the SVP of Growth and working closely with the CMO and the SVP of E-commerce, you’ll collaborate cross-functionally with Growth, Brand, Merchandising, Site/App, Product, Engineering, and Data to transform how we acquire, engage, and retain customers—setting a new standard for lifecycle marketing in DTC.

What You’ll Own

You will define and lead a next-generation lifecycle strategy that turns first-time buyers into lifelong advocates:

• Own the end-to-end customer lifecycle, with direct accountability for Email, MMS/SMS, and App engagement—driving performance across engagement, revenue, repeat rate, and LTV
• Architect and scale an AI-powered lifecycle engine, leveraging predictive modeling, real-time triggers, and automation to optimize every stage of the customer journey
• Build and operationalize best-in-class segmentation and 1:1 personalization, delivering dynamic, behavior- and intent-based experiences across channels
• Design and optimize cross-channel, multi-step journeys that adapt in real time based on customer actions, preferences, and lifecycle stage
• Partner with E-comm, Product and Engineering to embed lifecycle and personalization into the product and onsite experience, not just outbound channels
• Lead the strategy, execution, and optimization of all retention marketing channels (Email, MMS/SMS, Push), continuously refining audience, frequency, and messaging
• Own and scale subscriber growth and database health, with a focus on signal capture, enrichment, and long-term engagement
• Define and evolve loyalty and referral ecosystems, unlocking new levers for retention, community, and advocacy
• Establish a rigorous experimentation and incrementality culture, using data (and AI where applicable) to continuously unlock growth
• Own performance measurement and storytelling, translating complex data into clear insights, strategy, and executive-level narratives
• Build, lead, and inspire a high-performing lifecycle team, raising the bar for technical capability, creativity, and impact



What You Bring

• 12+ years of experience leading lifecycle, CRM, and retention marketing, ideally within DTC retail and/or apparel
• Proven track record of operating in high-growth environments, ideally helping scale a company well beyond $1B+ in revenue —and building systems that evolve with that growth
• You’ve seen what breaks—and what scales—and know how to build lifecycle infrastructure that stays ahead of the business
• Deep expertise in AI-driven lifecycle marketing, including predictive segmentation, send-time optimization, journey orchestration, and emerging applications of AI in CRM
• Mastery of advanced personalization, spanning rule-based, behavior-driven, and real-time or model-driven experiences across the full customer journey
• Hands-on experience with modern lifecycle platforms such as Iterable, Attentive, or similar best-in-class ESP/SMS ecosystems
• Strong understanding of customer data architecture, event tracking, CDPs, and how to translate data into actionable lifecycle strategies
• Proven success driving LTV, repeat purchase rate, engagement, and retention through sophisticated, multi-channel lifecycle programs
• Strong analytical fluency, with the ability to turn complex data into clear insights, strategy, and action
• Experience building and scaling testing and experimentation frameworks, including A/B, multivariate, and incrementality testing
• A sharp brand-first instinct, with experience partnering closely with Brand and Creative teams
• Exceptional cross-functional leadership, with the ability to influence Ecomm, Product, Engineering, Data, and Growth teams to unlock new capabilities
• A deeply empathetic, customer-first mindset and a passion for delivering best-in-class, personalized experiences at scale
• Outstanding communication and executive presence, with the ability to inspire teams and influence at the highest levels