VP, Lifecycle Marketing and Loyalty

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IPSY is the beauty industry’s most powerful platform, uniting brands, creators, and hyper‑engaged consumers with unprecedented access to each other through the ultimate beauty membership. Home to sample‑size subscription IPSY Original, full‑size subscription IPSY Extra, and quarterly, limited‑edition collection IPSY Ultimate, we curate beauty for millions of members so they can play, explore, and express their unique beauty every day.

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About the Role:

IPSY is looking for a VP, Lifecycle Marketing and Member Engagement to own the strategy for how we engage members from first touch through long‑term retention. This role owns the measurement framework, the team, and the operating model that make personalized member engagement work.

You'll define the engagement strategy and the segmentation approach behind it, build the measurement infrastructure to prove CRM's value to the business, and lead a team that includes the loyalty program, email, mobile, site marketing, retention, win‑back strategies, and supporting specialists. This is a leadership role. You set the targets, the operating model, and the culture.

The right person is a strategist and a leader who knows Mar Tech well and can serve as a coach and player. You've built measurement programs that proved CRM's contribution to the business. You've earned credibility for CRM teams in companies where the channel was undervalued. You want to do it again.

IPSY has a great deal of first‑party data, a loyal member base, and a real opportunity to build one of the best lifecycle marketing programs in the beauty industry. This role will shape what that looks like.

This position reports to the Chief Marketing Officer and is ideally hybrid from Santa Monica, CA or Pembroke Pines, FL, OR can be fully remote for the right fit.

What You’ll Be Doing:

• Define the member engagement strategy: how member journeys map to channels, what role each channel plays, and how contact strategy evolves as the business grows. Channels include email, push, SMS, site/app, direct mail and more.
• Own the member segmentation framework: who the audiences are, how they're built, what triggers movement between segments. Make sure it's applied consistently across campaigns, product, and CRM programs.
• Set the vision for IPSY's loyalty program, including the ongoing evolution of IPSY Rewards, in partnership with the Senior Director and relevant team leads.

• Own Lifecycle Marketing’s measurement framework: define what the org measures against, guide holdout and attribution infrastructure, and establish the reporting that proves CRM's contribution to the business.
• Own Lifecycle Marketing’s financial narrative, budget, and performance targets. Represent…