About the Role

Lola Blankets is a fast-growing comfort and lifestyle brand on a mission to make the world a cozier place. Reporting directly to the VP, Growth, the Senior Director, Lifecycle Marketing will own the strategy and evolution of Lola’s customer lifecycle, with a focus on increasing customer lifetime value, repeat purchase behavior, engagement, loyalty, and advocacy. We're looking for a strategic, highly analytical lifecycle leader who can connect customer behavior to business performance and build an integrated strategy across onsite capture and list growth, email, SMS, direct mail, loyalty, and other owned channels

Core Responsibilities

CRM, Direct Mail & Owned Channels

Set the strategy across email, SMS, direct mail, and emerging owned channels, defining the role each plays throughout the customer journey focused on increasing customer lifetime value (LTV), repeat purchase rate, and customer loyalty and advocacy
Own onsite capture and list growth strategy across email, SMS, and other owned audiences, including pop-ups, forms, landing experiences, incentives, and emerging capture opportunities.
Build sophisticated segmentation and personalization strategies based on customer behavior, purchase history, lifecycle stage, product affinity, engagement, and value.
Establish a rigorous testing and experimentation roadmap across capture experiences, audiences, journeys, creative, messaging, offers, and frequency, balancing list growth and conversion with long-term customer value.
Develop and scale direct mail as a lifecycle channel, including audience strategy, testing, incrementality, and ROI measurement.
Guide messaging frameworks that strengthen emotional connection, product education, community engagement, and brand loyalty

Customer Economics

Develop strategies to increase LTV, repeat purchase rate, purchase frequency, and first-to-second and subsequent purchase conversion.
Partner with BizOps to understand customer progression, develop meaningful cohorts, identify where customers fall out of the lifecycle, and uncover the behaviors and interventions that drive greater customer value.
Establish lifecycle KPIs and measurement frameworks that distinguish overall business growth from the incremental impact of lifecycle initiatives.
Build an always-on testing culture and translate customer data into actionable insights, recommendations, and investment decisions for senior leadership.
Partner with Finance and BizOps on forecasting and measuring the financial contribution of retention initiatives.

Loyalty, Reviews, and Advocacy

Develop and lead the strategy for Lola loyalty, establishing the program vision, objectives, customer value proposition, and multi-year roadmap.
Define the loyalty measurement framework and key performance indicators across enrollment, engagement, retention, purchase behavior, customer value, and program economics.
Establish regular reporting and operating rhythms that provide senior leaders with a clear view of program performance, opportunities, and risks.
Partner with Brand and Creative to design member-first activations around launches, drops, retail openings, and cultural moments, including VIP access, exclusive offerings, and experiential retention initiatives.

Cross-Functional & Team Leadership

Serve as the senior lifecycle partner across the business, working closely with Brand, Creative, Ecommerce, Paid Media, Merchandising, CX, Finance, and Bizops.
Partner with Paid Media to understand downstream customer quality and LTV by channel, audience, offer, and cohort, and bring those insights into acquisition decisions.
Build and coach a high-performing team of lifecycle strategists and lifecycle technical operations to deliver against the forward-looking needs of the business
Establish clear ownership, goals, operating rhythms, and accountability while empowering the team to own day-to-day execution.
Own lifecycle budgets, agencies, technology partners, contracts, forecasting, and investment decisions, including the CRM and loyalty tech stack.