Director of Lifecycle
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Job Description
Director of Lifecycle managing end-to-end lifecycle business at Caraway Home. Responsible for customer retention, LTV expansion, and profitability strategies in a fully remote team.
Responsibilities:
- Own lifecycle as a business function, with direct accountability to LTV, contribution margin, repeat purchase velocity, and cohort performance
- Define and operationalize lifecycle KPIs, ensuring they are consistently measured, reported, and tied to financial outcomes (not attributed revenue)
- Build a long-term lifecycle strategy that identifies structural growth levers across the customer journey, including onboarding, repeat behavior, cross-category expansion, and reactivation
- Lead the development 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 across lifecycle to balance growth and margin, including testing frameworks for offer strategy, discounting, and payback
- Partner with Finance and Data to establish clear incrementality measurement, cohort analysis, and forecasting models tied to lifecycle performance
- Drive cross-functional initiatives that improve lifecycle outcomes at a systems level (e.g., welcome offer strategy, product merchandising alignment, PDP/onsite conversion improvements, post-purchase experience)
- Translate complex data into clear strategic direction, identifying root causes of performance issues and defining actions that unlock scale
- Establish a disciplined experimentation framework focused on high-impact lifecycle changes, not incremental campaign testing
- Own lifecycle forecasting and planning, ensuring retention is a core input into company revenue and profitability targets
- Build and lead a high-performing lifecycle team, setting a high bar for strategic thinking, ownership, and accountability
- Define how lifecycle integrates with acquisition, 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 business
- Proven experience owning lifecycle as a business driver, with demonstrated impact on LTV, repeat purchase behavior, and margin efficiency
- Deep 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 ability to move beyond reporting into diagnosis and strategy
- Track record of building lifecycle systems, not just campaigns — including segmentation, automation, and testing frameworks at scale
- Experience leading cross-functional initiatives that influence product, merchandising, and acquisition strategy
- Strong commercial mindset, able to balance growth and profitability in decision making
- Proven people leader who sets high expectations and develops teams to operate at a strategic level
- Direct communicator who can influence senior stakeholders and drive alignment across functions
- Comfortable challenging existing approaches and building new systems to unlock growth.
Benefits:
- Equity : We believe in our product and that the sky's the limit for where our business is going. You are an asset to Caraway’s success and we think you should be rewarded for it.
- 401k : A 3% company match to help you plan for for your future
- Benefits : Comprehensive medical, dental + vision coverage options with generous employer contributions + access to FSA/HSA/Dependent Care FSA’s
- Parental Leave : Up to 12 weeks of fully paid parental leave, depending on tenure, and access to additional fertility care services via KindBody
- A Setup that works for you : From MacBook to PC, we’ve got you covered. Let us know what you prefer and we’ll get your at-home set up stocked!
- Elevate your Workspace : Annual reimbursements for you to elevate your workspace, from standing desks to desktop succulents, you got it!
- Fully Remote : Need to pick up the kids? No problem. Have a doctor’s appointment? Enjoy! Flexibility when you need it most.
- Coworking Reimbursement : Need a break from the home setting? Monthly reimbursements for you to get out of the house and work from anywhere. From day passes, to monthly memberships, the world is your oyster, we mean office.
- Events + Swag : Connection is top of mind (Yes, even in our completely remote environment). We have monthly virtual events, company wide offsites, and many opportunities for new Caraway swag!
- Leveling Up with Caraway : In addition to exciting opportunities and exposure in your day-to-day work, we offer annual reimbursements to full-time employees to support their professional development aspirations!
- #AwayFromCaraway : We believe healthy, happy humans do better work. We offer unlimited PTO in addition to our 11+ paid annual holidays and quarterly wellness days.
- Wellness Reimbursement : Monthly reimbursements for you to stay well. From meal services to gym memberships to monthly massages, we want our team to have the flexibility to choose what wellness means for them.
- Employee Discount: We provide an employee discount on all Caraway Home products so you can continue to level up your kitchen and home life, too!
- Home Upgrade(s) : Complimentary product as a new hire + continuous to expand your Caraway Home collection.
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