Director of Lifecycle

📋 Description

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

• Define and implement lifecycle KPIs, ensuring they are consistently monitored, reported, and linked to financial results (not attributed revenue).

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

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

• Design and execute pricing and incentive governance across the lifecycle to balance growth and margin, incorporating testing frameworks for offer strategies, discounting, and payback.

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

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

• Simplify complex data into clear strategic direction, identifying root causes of performance challenges and defining actions that enable scalability.

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

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

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

• Define how the lifecycle integrates with acquisition efforts, ensuring full-funnel alignment and maximizing 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 experience with BI and attribution tools (e.g., Omni, Northbeam), with the capability to transition from reporting to diagnosis and strategy.

• Proven history of building lifecycle systems, not just campaigns — including segmentation, automation, and testing frameworks at scale.

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

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

• Proven leadership skills with a focus on high expectations and developing teams to operate at a strategic level.

• Direct communicator who can influence senior stakeholders and foster alignment across functions.

• Comfortable challenging existing methods and building new systems to drive growth.

🏝️ Benefits

• Equity: We believe in our product and that the sky's the limit for our business. You are a valuable asset to Caraway’s success, and we believe you should be rewarded for it.

• 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, plus access to FSA/HSA/Dependent Care FSAs.

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

• A Setup that works for you: From MacBook to PC, we’ve got you covered. Let us know your preference, and we’ll prepare your home setup!

• Elevate your Workspace: Annual reimbursements to enhance your workspace, from standing desks to desktop succulents, you name it!

• 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: Need a break from working at home? Monthly reimbursements to work from anywhere. From day passes to monthly memberships, the world is your office.

• Events + Swag: Connection is important (even in our fully remote environment). We host monthly virtual events, company-wide offsites, and plenty of opportunities for new Caraway swag!

• Leveling Up with Caraway: Along with exciting opportunities and exposure 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 work. We offer unlimited PTO in addition to our 11+ paid annual holidays and quarterly wellness days.

• Wellness Reimbursement: Monthly reimbursements to help you stay healthy. From meal services to gym memberships to monthly massages, we aim to provide our team with the flexibility to choose what wellness means for them.

• Employee Discount: We offer an employee discount on all Caraway Home products so you can continue to enhance your kitchen and home life!

• Home Upgrade(s): Complimentary products as a new hire, plus ongoing opportunities to expand your Caraway Home collection.