Director of Lifecycle Marketing & Retention

Overview:

The Director of Lifecycle Marketing & Retention will lead the strategy and execution of best-in-class customer engagement and retention initiatives across email, SMS, loyalty programs, the website, and other owned channels. This role is responsible for driving revenue growth through campaigns that increase retention, purchase frequency, order value, and customer lifetime value (LTV) while reducing churn.  

Responsibilities:

Strategy:

• Audit current Lifecycle & Loyalty strategies and identify new opportunities to improve the programs & increase Retention/LTV.
• Spearhead customer journey mapping to optimize lifecycle - from acquisition to retention and advocacy - across digital and retail channels.
• Lead strategy for messaging calendar/owned channel promotional calendar.
• Drive segmentation strategy, targeting strategy, dynamic content strategy across all lifecycle stages to maximize engagement, retention, LTV.
• Re-strategize Loyalty program in collaboration with other internal teams. Lead owned channel marketing for new Loyalty programs.
• Collaborate cross-functionally with other teams (Paid Marketing, Support, Merchandising, Product, Operations) to ensure cohesive messaging and alignment across all channels and touchpoints.
• Identify 6-month roadmap to improve Lifecycle & Loyalty programs
• Stay ahead of industry trends and emerging channels, continuously refining and innovating Story's lifecycle marketing approach.

Data & Technology:

• Audit existing CRM & Lifecycle/Loyalty systems against current business & marketing needs.
• Audit existing customer data structure, data utilization, data gaps, data collection methods.
• Work with Technology/Website teams to plug gaps in current customer data picture, collect new customer data where required.
• Leverage customer data to refine lifecycle strategies, optimize performance, and develop a test-and-learn culture.
• Optimize existing CRM systems and tools to enhance customer engagement, send capabilities, tactics.
• Continually seek to build the subscriber databases in all markets, in partnership with the larger marketing department, retail teams and operations teams.
• Audit new solutions for ESP/MA platforms, partner with the Marketing Technology team to identify best solutions to meet the businesses needs going forward for lifecycle and CRM efforts.
• Migrate the Lifecycle Marketing solution to a new platform before holiday season 2025, once a better solution is identified.
• Integrate new platforms/systems with existing systems to ensure seamless transition from one platform to the other with little to no interruption in marketing programs.
• Manage technology partners for MA/SMS platforms, maintains regular and ongoing communication with technology partners to keep tools up to date & ensure maximum capability usage.

Production & Channel Messaging:

• Manage production cycle end-to-end for email, SMS/MMS & other owned messaging channels.
• Provide creative direction to graphic designers for owned channel creative needs (Email/SMS/MMS).
• Primary copywriter for all Email, SMS/MMS & other owned channel messaging.
• Build new email templates in-tool or HTML.
• Oversee and execute one-off email campaigns, SMS/MMS campaigns to meet messaging calendar.
• Build and manage automated marketing flows, including onboarding, retention, re-engagement, and win-back campaigns.

Analytics & Reporting:

• Establish organizationally aligned KPIs for all lifecycle campaigns and activities.
• Maintain regular reporting on campaigns and automations.
• Monitor & analyze performance of lifecycle marketing programs regularly to extract actionable insights and continuously improve outcomes.
• Maintains a test-and-learn environment, constantly iterating on strategic testing plans to continually improve performance
• Reports channel KPIs to senior leadership team, providing actionable insights and recommendations to drive business & revenue growth.

Team & Resource Building/Management:

• Manage one (1) existing Coordinator level direct report that will support by building and sending Email/SMS campaigns and executing some reporting functions.
• Train existing team resources in how to execute successful lifecycle marketing and loyalty programs.
• Continually identify new resource needs and work with leadership to fill open headcount.
• Onboard and train new team members on the Lifecycle & Retention team.

Qualifications:

• Minimum of 8-10+ years of experience in lifecycle marketing, CRM, or retention marketing, with a track record of driving engagement and revenue.
• Deep expertise in multi-channel marketing, including email, SMS, push, in-app messaging, and direct mail.
• The ability to translate customer insights into journey improvements to satisfy customer pain points.
• Hands-on experience with modern CRM platforms (e.g., SpringBig, Klaviyo, Happy Cabbage) and marketing automation tools.
• Project Management Experience.
• Strong understanding of customer segmentation, targeting, and personalization techniques.
• Excellent project management skills, with the ability to prioritize and manage multiple initiatives in a fast-paced environment.
• Experience in the e-commerce, retail, or subscription-based industry is highly desirable.
• Knowledge of data privacy regulations and best practices in email marketing, SMS, and other customer communications.
• Strong foundational knowledge of content management.
• Knowledge of cannabis compliance/regulatory requirements for Email & SMS.
  
  

Our Benefits:

• Paid time off (PTO) including 8 paid holidays per year*
• Medical Insurance, which includes a 100% company paid option for employees*
• Dental Insurance, which includes a 100% paid option for employees*
• Vision Insurance, which includes a 100% paid option for employees *
• 401k retirement savings plan*
• Company paid Short-Term & Long-Term disability*
• Company paid Life Insurance*
• Employee Assistance Program (EAP)
• Employee referral program
• Commuter benefits*
• Product discounts
• Additional compensation incentives (tips, bonuses, etc.)

*For full-time positions only

We want our story to be one that fosters an inclusive culture and provides an enriching employee experience. As an equal-opportunity employer, we embrace individuals from all backgrounds, experiences, abilities, and perspectives. We believe in providing equal opportunities to all individuals, including those who may have encountered legal issues related to previous marijuana laws. We understand that these laws have disproportionately impacted certain communities and individuals. We are committed to considering all candidates based on their qualifications, skills, and potential to contribute to our team, rather than focusing solely on past legal encounters. We encourage individuals from diverse backgrounds, including those with past involvement with the legal system, to apply for positions within our organization.