Director, Lifecycle Marketing

Description

Position at Everyday Health - Consumer

The Director, Lifecycle Marketing will lead, own, and oversee strategy and execution of the customer lifecycle across Daily

OM’s owned engagement channels: email, SMS, web browser notifications and in-app notifications.

This individual will be a key-decision maker, partnering with Daily

OM leadership to ensure lifecycle marketing efforts are aligned with revenue forecast goals for course sales, subscription purchases, and affiliate commerce sales, while upholding the brand’s vision and mission. The Director is both a strategic leader and a hands-on executor, responsible for growing and developing the lifecycle marketing team, while also directly shaping our CRM programs. This requires continuously reviewing and optimizing the end-to-end user experience and customer journey to support the business’s rapid growth.

The individual will understand our digital audience, what drives users to engage with our content and purchase courses. The role requires an analytical, executional, and creative mind to perform the analyses, interpret them, identify opportunities, and communicate them to a wide audience, all with the goal of supporting our mission to inspire and enable people to live their healthiest lives every day.

• Lead the Daily
  
  OM lifecycle marketing team (2 direct reports) with the goal to grow the unpaid marketing revenue line for the business, empowering the team to deliver exceptional campaign execution and reactivation program performance
• Partner with Course Development, Editorial, Product, BI, and Design to ensure that the objectives and efforts of the team are aligned with the organization’s goals
• Maximize Daily
  
  OM addressable audience to provide a top tier brand experience while driving revenue to increase repeat purchase rate. Monitor and optimize segmentation and frequency capping, ensuring messages reach the right customer at the right time
• Manage the Daily
  
  OM customer lifecycle from new user onboarding through retention. Continuously optimize triggered lifecycle programs for maximum conversion and LTV
• Own the end-to-end SMS and mobile messaging strategy. Lead the development of high-impact SMS workflows while ensuring strict adherence to all regulations. Partner with technical teams to maintain seamless opt-in/opt-out synchronization to minimize carrier filtering and maximize mobile ROI.
• Strategically grow the subscriber lists across all owned channels, working cross-functionally to develop new ways to promote the Daily
  
  OM newsletters, SMS, and subscription product
• Work closely with the Paid Acquisition team to ensure there is a continuous funnel of new-to-file customers to fuel our email engine, continuously optimizing the onboarding funnel and measuring LTV of customer cohorts
• Conceptualize, develop, and launch new and innovative marketing programs and products to drive audience growth, increase engagement, and grow the subscriber list with key interests
• Work with VP of Consumer Marketing to manage budget and revenue forecast for Daily
  
  OM. Provide reports and insights to leadership on a weekly basis
• Develop and distribute robust reporting to communicate learnings from the past and articulate go-forward opportunities. Work with the BI team to kick off new dashboards and predictive modeling
• Maintain expert-level knowledge of deliverability best practices, ISP/Carrier requirements, and global industry compliance (CAN-SPAM, GDPR, CCPA/CPRA, TCPA, and CASL). Actively monitor sender reputation, inbox placement, and 10-digit long code (10
  
  DLC) or Short Code registration status. Work with vendors to ensure optimal email hygiene and SMS opt-in/opt-out integrity.
• Support management of the ESP and SMS platform relationships. Work closely with Everyday Health leadership for contract renewals and additional SOW work

• Proven:
  You have 5-7 years of experience in marketing, including campaign set-up, segmenting audiences, curating and writing copy, and analyzing performance. Prior direct marketing experience a plus. Experience with in an ESP and with Google Analytics is preferred.
• Analytics-obsessed:
  You’re a…