Director of Lifecycle Marketing

What You'll Do: • Own the lifecycle comms calendar, tying every email and SMS send to launches, promotions, seasonal moments, and brand campaigns

• Set cadence and volume strategy across the base, balancing reach against fatigue, unsubscribes, and complaints

• Define segmentation by lifecycle stage, engagement, product ownership, and behavior, and set the mix of value content vs. promotional sends

• Design, build, and optimize automated flows across the full journey: lead nurture, onboarding, activation, engagement, winback, and renewal

• Partner with Product and Engineering on list growth and event tracking, defining the triggers, opt-in moments, and app, collar, and web events your programs run on

• Own the testing roadmap across subject lines, timing, content, and offers, and turn results into a living playbook

• Track and report on lifecycle KPIs: engagement, attributed revenue, retention, reactivation, list health, and deliverability

• Own deliverability and compliance (CAN-SPAM, TCPA), partnering with Legal and IT as needed

• Manage the lifecycle tech stack and budget, including tools, integrations, and agency or freelance support

• Coach and develop your Email Marketing Manager, setting priorities and reviewing their work

• Work with Brand Creative on copy and design, Customer Support on member feedback, and Data on attribution

What You'll Bring: • 7+ years in lifecycle, CRM, or retention marketing, including managing direct reports

• A track record building and scaling email/SMS programs for a subscription or membership consumer brand, ideally in pet, connected hardware, or health and wellness

• Deep hands-on expertise in a major ESP (Klaviyo, Braze, Attentive, Iterable, Customer.io), with range beyond email into push, in-app, or loyalty, referral, and winback programs

• Strong analytical chops: you define KPIs, read cohort and funnel data, and bonus if you can write your own SQL against a warehouse like Databricks or Snowflake

• Experience working with Product and Engineering on event tracking, data pipelines, or CDPs like Segment or mParticle

• Sharp writing instincts and the ability to write and edit campaign copy yourself

• Comfort moving between big-picture strategy and hands-on execution in the same day

Why You'll Love Us: • Time to Recharge: Enjoy flexible PTO to take the breaks you need.

• Top-Notch Health Coverage: We’ve got your back (and teeth and eyes) with full medical, dental, and vision insurance.

• Wellness Perks: Free access to One Medical, Kindbody, and Talkspace to keep you feeling your best.

• Dog-Friendly Office: Bring your pup to work — they’re part of the team, too.

• Give Back to the Pups: Make tails wag with a $500 annual donation to a dog charity of your choice through our BarkBack Program.

• Free Fi Membership: Your furry best friend(s) get all the benefits of a Fi collar, on us!

• Love for Friends + Family: Share the Fi magic with loved ones through our gifting program.