About this opportunity
Truly Free, INC. lists this Director of Lifecycle Marketing opportunity in workfromhome, Michigan. Review the employer’s description below for duties, qualifications and application requirements.
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:
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
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Worksite address
workfromhome, MI, 49690, US
Who can apply
Review the original listing for work authorization, qualifications and employer requirements.