Director, Lifecycle Marketing

Overview

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Great Day Improvements Director, Lifecycle Marketing is a career-defining opportunity to shape how we build meaningful, lasting relationships with customers across our family of brands. The Director of Lifecycle Marketing will design experiences that feel personal at scale—turning data into connection and customers into lifelong advocates. For a purpose-driven, innovative leader ready to make an enterprise-wide impact, this is a chance to create something truly transformative.

Location:

Remote (U.S. Based)

• Develop and own a multi-brand lifecycle marketing strategy aligned to enterprise revenue, retention, and customer experience goals.
• Define a vision for how lifecycle marketing supports each brand’s unique positioning while leveraging shared tools, data, and best practices.
• Build and lead a high-performing lifecycle marketing team; provide mentorship, direction, and development opportunities.
• Partner with marketing, data, and product leaders to align lifecycle initiatives with brand and growth strategies.

• Map the full customer journey across acquisition, onboarding, engagement, upsell, retention, and win-back stages.
• Design and launch personalized, multi-channel campaigns (email, SMS, direct mail, in-product messaging) tailored to customer behavior and lifecycle stage.
• Lead continuous testing and optimization (A/B and multivariate) to improve engagement, conversion, and CLV.
• Champion cross-sell strategies that create “Customers for Life” across Great Day’s brand family.

• Collaborate with data and martech teams to enhance segmentation, automation, and personalization capabilities.
• Ensure CRM and marketing automation platforms (e.g., Salesforce Marketing Cloud, Klaviyo, Iterable, Braze, Hub Spot) are optimized for scale and performance.
• Monitor and report on key metrics including retention, churn, repeat purchase rate, and revenue per customer.
• Translate insights into actionable strategies and communicate performance to executive stakeholders.

• Partner with Brand Marketing to ensure storytelling and creative are consistent across all lifecycle touchpoints.
• Work closely with Product, Digital, and Technology teams to create seamless customer experiences.
• Collaborate with Customer Service and Operations to identify and address friction points in the customer journey.

• Strategic and analytical thinker with a deep understanding of CRM, retention, and lifecycle marketing.
• Strong leadership and cross-functional influence; able to inspire collaboration across brands and functions.
• Data-driven decision maker with strong proficiency in performance analysis and reporting.
• Technologically savvy and comfortable with marketing automation, CRM systems, and segmentation models.
• Exceptional communication and presentation skills, with a track record of influencing senior stakeholders.
• Comfortable balancing strategy with hands-on execution in a fast-paced, evolving environment.

• 8–12+ years of progressive experience in CRM, lifecycle, or retention marketing, with at least 3 years in a leadership capacity.
• Proven success leading lifecycle strategies across multiple brands (e-commerce, retail, subscription, or consumer services preferred).
• Deep understanding of customer segmentation, personalization, and automation technologies.
• Hands-on experience with lifecycle marketing platforms (e.g., Salesforce Marketing Cloud, Klaviyo, Iterable, Braze, Hub Spot).
• Strong analytical skills with experience in A/B testing, cohort analysis, and CLV modeling.
• Experience in a multi-brand or multi-product environment highly desirable.

• Growth in enterprise cross-sell revenue and repeat purchase rate.
• Increase in overall customer lifetime value (CLV).
• Efficiency and scalability of lifecycle marketing programs.
• Measurable improvements in customer retention and engagement.
• Cross-brand adoption of lifecycle marketing infrastructure and best practices.

• Customer First:
  Understand and shape customer needs, delivering distinctive value.
• Entrepreneurial Drive:
  Innovate and challenge the status quo to achieve growth.
• Transparency & Trust:
  Lead with humility, honesty, and accountability.
• People-Focused:
  Develop talent, build teams, and lead through collaboration.
• Results-Oriented:
  Drive execution and continuous improvement.

GDI is an Equal Employment Opportunity Employer