Senior Director, Lifecycle Marketing

Seed's owned channels are where the member relationship is built — from first touch to loyal subscriber and back again when needed. This role owns that entire arc. The Senior Director of Lifecycle Marketing is accountable for the full lifecycle: acquisition nurture, conversion, activation, engagement, retention, and winback, with end-to-end ownership of email, SMS, and any future explorations for other LCM mechanisms.

This isn't a campaign-calendar role, it’s a real business leader within out growth organization. Lifecycle at Seed is one of the highest-leverage growth engines we have — owned channels are our most efficient path to conversion, and a subscription business lives or dies on retention — and the person who thrives here treats conversion, churn curves, and reactivation rates as their scoreboard, not open rates. They're equally at home in data and in craft: rigorous about cohorts and incrementality, uncompromising about how the brand shows up in an inbox.

What You'll Do

Acquisition Lifecycle

• Own the acquisition lifecycle strategy — lead capture, prospect nurture, and conversion journeys that turn interest into first purchase
• Build and optimize the pre-purchase journey architecture: welcome series, education flows, browse and cart abandonment, and re-engagement of unconverted leads
• Partner with Performance Marketing and Growth on lead generation strategy, ensuring paid and owned channels work as one system — with lifecycle maximizing the value of every lead acquired
• Own conversion accountability for owned channels: how efficiently email, SMS, and push turn prospects into members

Lifecycle Strategy & Retention

• Own the end-to-end lifecycle strategy — onboarding, engagement, cross-sell, churn prevention, and winback — with clear accountability for retention, LTV, and reactivation outcomes
• Build a best-in-class winback program grounded in Seed's own data: who lapses, why, when they're recoverable, and what actually brings them back
• Design churn-prevention interventions triggered by behavioral signals, not just tenure
• Own cross-sell and expansion strategy across the portfolio — moving members from a single product to a deeper relationship with Seed

Channels & Orchestration

• Own strategy and execution across email, SMS, and push — journey architecture, cadence, targeting, and creative direction
• Drive channel expansion thoughtfully: grow reachable audience (SMS opt-in, app engagement) without degrading trust or deliverability
• Ensure every lifecycle touchpoint reflects the Seed brand at its highest expression — science-forward, premium, never spammy

Data, Segmentation & Experimentation

• Build and own the lifecycle experimentation program — holdouts, incrementality testing, and a clear read on what's actually working versus what's noise
• Translate behavioral segmentation into differentiated journeys and messaging, in partnership with Data and Product
• Develop the measurement framework for lifecycle across the full funnel: lead-to-member conversion, retention curves, cohort LTV, reactivation rate, and revenue per member — and report on it with rigor

Cross-Functional Leadership

• Serve as the primary lifecycle voice in commercial planning — launches, promotions, pricing changes, and subscription mechanics all run through lifecycle
• Partner closely with Digital Product on the on-site and in-app expression of lifecycle strategy (subscription management, upsell surfaces, personalization)
• Build a high-performing lifecycle team and operating cadence — with this role setting strategy and standards, not writing every subject line

Who You Are

• You have 8+ years in lifecycle, CRM, or retention marketing, with meaningful depth in subscription or DTC businesses at scale — and you've owned both acquisition and retention lifecycle, not just one side of the funnel
• You've built lifecycle programs from first principles — not just optimized an inherited journey map, but defined what the member relationship should be and built the systems to deliver it
• You're genuinely analytical — fluent in cohort analysis, retention modeling, and incrementality — and you use data to decide what to build, not just to report on what shipped
• You know the difference between engagement metrics and business outcomes, and you optimize for the latter
• You're deeply fluent in modern lifecycle tooling — Iterable, Braze, Klaviyo, or similar — and you understand data architecture well enough to partner credibly with engineering and data teams
• You hold a high bar for craft. You believe lifecycle marketing can be beautiful, useful, and welcome — and you'd rather send less that lands than more that doesn't
• You operate with urgency and proactive judgment. When a program underperforms, you diagnose, reframe, or kill it — you don't let it drift
• You're opinionated and substantive, but intellectually honest. You form strong hypotheses, defend them with reasoning, and update them when evidence says otherwise
• You're a clear, structured communicator who can make retention strategy legible to executive stakeholders and actionable for your team
• Bonus: experience in health, wellness, or premium consumer brands; familiarity with Shopify and subscription platforms; exposure to personalization or ML-driven targeting systems

What Success Looks Like

• Retention and reactivation curves that visibly bend — with a clear, data-backed story for why
• Owned channels that are a meaningful, measurable driver of new member acquisition — with lead-to-member conversion improving quarter over quarter
• A winback program that's a genuine revenue engine, not a discount reflex
• A lifecycle experience members would describe as valuable, not tolerated — measurably reflected in engagement quality and NPS
• A measurement framework the executive team trusts, with lifecycle's contribution to LTV clearly quantified
• A team operating with increasing autonomy, with this role driving strategy, not coordination

Compensation

The estimated annual pay range for this full-time position is $200-$230K. Equity is structured to match seniority and strategic impact, offering meaningful participation in the company’s long-term value. Company benefits are competitive across all US locations. This position is US-based and 100% remote. Our pay ranges are guided by discipline, level and experience required. Within the range, individual pay may vary based on additional factors, including: your specific location, desired skills/ technical competency, relevant experience. and advanced education and training.