Director of Lifecycle

This is a fully remote position, open to applicants in United States.

📋 Description

• Take ownership of the lifecycle as a business function, directly accountable for LTV, contribution margin, repeat purchase velocity, and cohort performance.

• Establish and implement lifecycle KPIs, ensuring consistent measurement, reporting, and alignment with financial outcomes (excluding attributed revenue).

• Develop a long-term lifecycle strategy that identifies key growth levers throughout the customer journey, such as onboarding, repeat behavior, cross-category expansion, and reactivation.

• Spearhead the creation of lifecycle architecture, including segmentation strategy, automation systems, personalization frameworks, and channel orchestration across Email, SMS, Direct Mail, and emerging channels.

• Design and implement pricing and incentive governance throughout the lifecycle to balance growth and margin, including testing frameworks for offer strategies, discounting, and payback analysis.

• Collaborate with Finance and Data teams to establish clear incrementality measurement, cohort analysis, and forecasting models linked to lifecycle performance.

• Lead cross-functional initiatives that enhance lifecycle outcomes at a systems level (e.g., welcome offer strategy, product merchandising alignment, PDP/onsite conversion enhancements, post-purchase experience improvements).

• Convert complex data into clear strategic guidance, identifying root causes of performance issues and defining actionable steps to unlock scalability.

• Establish a disciplined experimentation framework centered on impactful lifecycle changes, rather than incremental campaign testing.

• Manage lifecycle forecasting and planning, ensuring retention is a fundamental component of company revenue and profitability targets.

• Build and lead a high-performing lifecycle team, maintaining a high standard for strategic thinking, ownership, and accountability.

• Define the integration of lifecycle with acquisition to ensure full-funnel alignment and maximize total customer value.

⛳️ Requirements

• 8–10+ years of experience in lifecycle, retention, or growth roles within a high-growth DTC or ecommerce environment.

• Proven track record of owning lifecycle as a business driver, demonstrating impact on LTV, repeat purchase behavior, and margin efficiency.

• Comprehensive understanding of customer economics, including incrementality, payback periods, contribution margin, and cohort analysis.

• Strong expertise in BI and attribution tools (e.g., Omni, Northbeam), with the ability to transition from reporting to diagnosis and strategic planning.

• History of building lifecycle systems rather than just campaigns — encompassing segmentation, automation, and testing frameworks at scale.

• Experience leading cross-functional initiatives that affect product, merchandising, and acquisition strategies.

• Strong commercial acumen, capable of balancing growth and profitability in decision-making processes.

• Proven leadership skills, setting high expectations and developing teams to function at a strategic level.

• Direct communicator able to influence senior stakeholders and foster alignment across functions.

• Comfortable with challenging established approaches and developing new systems to drive growth.

🏝️ Benefits

• Equity: We believe in our product and are optimistic about our business's future. You are a vital asset to Caraway’s success, and we believe you should be rewarded accordingly.

• 401k: A 3% company match to assist you in planning for your future.

• Benefits: Comprehensive medical, dental, and vision coverage options with generous employer contributions, along with access to FSA/HSA/Dependent Care FSAs.

• Parental Leave: Up to 12 weeks of fully paid parental leave, based on tenure, and access to additional fertility care services through KindBody.

• A Setup that Works for You: Whether you prefer a MacBook or PC, we’ve got you covered. Let us know your preference, and we’ll equip your home office!

• Elevate Your Workspace: Annual reimbursements to enhance your workspace, from standing desks to desktop plants — whatever you need!

• Fully Remote: Need to pick up the kids? No problem. Have a doctor’s appointment? Enjoy the flexibility when you need it most.

• Coworking Reimbursement: Want a change of scenery? Monthly reimbursements to work from various locations, from day passes to monthly memberships — the choice is yours.

• Events + Swag: Connection is important, even in a remote environment. We host monthly virtual events, company-wide offsites, and numerous opportunities for new Caraway merchandise!

• Leveling Up with Caraway: In addition to exciting opportunities in your daily work, we provide annual reimbursements for full-time employees to support their professional development goals!

• #AwayFromCaraway: We believe that healthy, happy individuals perform better. We offer unlimited PTO in addition to more than 11 paid annual holidays and quarterly wellness days.

• Wellness Reimbursement: Monthly reimbursements to help you maintain your well-being, from meal services to gym memberships to massages — we want our team to define wellness on their terms.

• Employee Discount: Enjoy an employee discount on all Caraway Home products to help enhance your kitchen and home life!

• Home Upgrade(s): Complimentary product for new hires, plus continuous opportunities to expand your Caraway Home collection.