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Fi is seeking a Director of Lifecycle Marketing to own the end-to-end customer lifecycle strategy and execution for a Series B consumer brand in the pet tech space. This is a hands-on leadership role combining strategic planning with direct execution.
You will own the lifecycle communications calendar, tying every email and SMS send to product launches, promotions, seasonal moments, and brand campaigns. You'll set cadence and volume strategy across the customer base, balancing reach against fatigue, unsubscribes, and complaints. You'll define segmentation by lifecycle stage, engagement, product ownership, and behavior, and determine the optimal mix of value content versus promotional sends.
Key responsibilities include designing, building, and optimizing automated flows across the full customer journey: lead nurture, onboarding, activation, engagement, winback, and renewal. You'll partner closely with Product and Engineering on list growth and event tracking, defining the triggers, opt-in moments, and app, collar, and web events that power your programs. You'll own the testing roadmap across subject lines, timing, content, and offers, turning results into a living playbook.
You'll track and report on critical lifecycle KPIs including engagement, attributed revenue, retention, reactivation, list health, and deliverability. You own deliverability and compliance (CAN-SPAM, TCPA), partnering with Legal and IT as needed. You'll manage the lifecycle tech stack and budget, including tools, integrations, and any agency or freelance support.
As a people leader, you'll coach and develop your Email Marketing Manager, setting priorities and reviewing their work. You'll collaborate across Brand Creative on copy and design, Customer Support on member feedback, and Data on attribution.
REQUIREMENTS:
- 7+ years in lifecycle, CRM, or retention marketing, including managing direct reports
- Track record building and scaling email/SMS programs for a subscription or membership consumer brand, ideally in pet, connected hardware, or health and wellness
- Deep hands-on expertise in a major ESP (Klaviyo, Braze, Attentive, Iterable, Customer.io), with range beyond email into push, in-app, or loyalty, referral, and winback programs
- Strong analytical skills: define KPIs, read cohort and funnel data; bonus if you can write SQL against a warehouse like Databricks or Snowflake
- Experience working with Product and Engineering on event tracking, data pipelines, or CDPs like Segment or mParticle
- Sharp writing instincts and ability to write and edit campaign copy yourself
- Comfort moving between big-picture strategy and hands-on execution in the same day
