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Salary: USD 225,000 - 275,000 / annual
IPSY is seeking a VP of Lifecycle Marketing and Member Engagement to own the end-to-end strategy for engaging members from acquisition through long-term retention. This is a strategic leadership role reporting to the Chief Marketing Officer.
You will define IPSY's member engagement strategy, including how member journeys map to channels (email, push, SMS, site/app, direct mail), the role each channel plays, and how contact strategy evolves as the business scales. You'll own the member segmentation framework—defining audiences, how they're built, and what triggers movement between segments—ensuring consistent application across campaigns, product, and CRM programs.
You will establish and lead the measurement framework that proves CRM's contribution to the business, including revenue attribution, holdout testing, and incrementality modeling. You'll own the financial narrative, budget, and performance targets for Lifecycle Marketing, representing the function's business case at the leadership level.
You will build and lead the lifecycle marketing organization, defining team structure, shaping the Director role, and making headcount and capability cases as the program matures. You'll drive an operating culture centered on the consumer, smart testing strategies, and data-driven decision-making.
You will own the MarTech stack architecture vision, evaluating whether current tools (Iterable, Segment) remain the right long-term answer and designing scalable infrastructure. You'll represent lifecycle marketing at the leadership table, negotiating priorities with peer leaders across Growth, Product, Finance, Engineering, Data Analytics, Creative, and Merchandising. You'll also own the boundary with Acquisition/Growth, ensuring clean handoffs between the two functions.
IPSY is a beauty membership platform uniting brands, creators, and consumers through sample-size (IPSY Original), full-size (IPSY Extra), and limited-edition (IPSY Ultimate) subscriptions. The company is remote-first with flexibility for hybrid work from Santa Monica or Pembroke Pines, or fully remote for the right candidate.
**Requirements:**
- 15+ years in lifecycle, CRM, or engagement marketing with increasing leadership scope
- Experience in subscription, paid membership, or DTC ecommerce strongly preferred
- Proven track record building measurement frameworks that demonstrated CRM's value: revenue attribution, holdout testing, incrementality modeling
- Experience earning credibility for CRM in companies where the channel was undervalued or under-measured
- Strong grasp of MarTech architecture: ESPs, CDPs, personalization and testing tools, data pipelines; experience leading architecture evaluations
- Experience building and scaling lifecycle marketing teams: org design, hiring, developing senior ICs and people managers
- Significant loyalty program experience: launching, scaling, or materially improving a loyalty or rewards program
- Strong cross-functional operator with experience negotiating priorities with peer leaders and representing function interests at leadership level
