Director of Lifecycle Marketing

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 conversion2. 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 LTVLead direct-response messaging strategy across Email and SMSEnsure 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 marketing4. Data, Reporting & Feedback LoopOwn 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 optimization5. 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 Requirements6–10+ 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/SMSStrong 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 LTVStrong 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