Lola Blankets
Senior Director, Lifecycle Marketing
- Compensation
- Not disclosed
- Location
- New York or Utah
- Work setup
- Not specified
- Seniority
- Senior
- Employment
- Not specified
- Experience
- 10+ years
- Category
- Marketing
- Posted
Skills
Must have
- 10+ years in lifecycle, retention, or loyalty marketing at a high-growth consumer or digitally native business
- Proven experience building lifecycle strategies that measurably improve LTV, repeat purchase behavior, and customer economics, beyond attributed email and SMS revenue.
- Deep expertise in customer segmentation, cohort analysis, CRM automation, experimentation, personalization, and lifecycle measurement.
- Strong background in CRM design and CDP requirements for successful lifecycle programs.
- Strong experience managing lifecycle platforms such as Klaviyo, Postscript, and Rivo
- Proven people and cross-functional leadership with the ability to develop teams and influence senior stakeholders.
- Comfortable operating autonomously in a fast-moving, high-growth environment.
Full description
About the Role
Lola Blankets is a fast-growing comfort and lifestyle brand on a mission to make the world a cozier place. Reporting directly to the VP, Growth, the Senior Director, Lifecycle Marketing will own the strategy and evolution of Lola’s customer lifecycle, with a focus on increasing customer lifetime value, repeat purchase behavior, engagement, loyalty, and advocacy. We're looking for a strategic, highly analytical lifecycle leader who can connect customer behavior to business performance and build an integrated strategy across onsite capture and list growth, email, SMS, direct mail, loyalty, and other owned channels
Core ResponsibilitiesCRM, Direct Mail & Owned Channels
- Set the strategy across email, SMS, direct mail, and emerging owned channels, defining the role each plays throughout the customer journey focused on increasing customer lifetime value (LTV), repeat purchase rate, and customer loyalty and advocacy
- Own onsite capture and list growth strategy across email, SMS, and other owned audiences, including pop-ups, forms, landing experiences, incentives, and emerging capture opportunities.
- Build sophisticated segmentation and personalization strategies based on customer behavior, purchase history, lifecycle stage, product affinity, engagement, and value.
- Establish a rigorous testing and experimentation roadmap across capture experiences, audiences, journeys, creative, messaging, offers, and frequency, balancing list growth and conversion with long-term customer value.
- Develop and scale direct mail as a lifecycle channel, including audience strategy, testing, incrementality, and ROI measurement.
- Guide messaging frameworks that strengthen emotional connection, product education, community engagement, and brand loyalty
Customer Economics
- Develop strategies to increase LTV, repeat purchase rate, purchase frequency, and first-to-second and subsequent purchase conversion.
- Partner with BizOps to understand customer progression, develop meaningful cohorts, identify where customers fall out of the lifecycle, and uncover the behaviors and interventions that drive greater customer value.
- Establish lifecycle KPIs and measurement frameworks that distinguish overall business growth from the incremental impact of lifecycle initiatives.
- Build an always-on testing culture and translate customer data into actionable insights, recommendations, and investment decisions for senior leadership.
- Partner with Finance and BizOps on forecasting and measuring the financial contribution of retention initiatives.
Loyalty, Reviews, and Advocacy
- Develop and lead the strategy for Lola loyalty, establishing the program vision, objectives, customer value proposition, and multi-year roadmap.