Lifecycle & CRM Director, Dutch

• The ideal candidate has 10+ years of experience in D2C subscription or membership businesses, a proven track record of delivering measurable revenue impact through lifecycle strategies, and deep expertise in CRM/marketing automation systems
• Success in this role requires strong analytical skills, hands-on execution, creativity, and the ability to thrive in a fast-paced, entrepreneurial environment. Bonus points if you bring experience in startups, telehealth, or the pet industry—and of course, a love for animals
• 10+ years of experience in email/SMS marketing for D2C subscription or membership businesses
• Must be impact focused, with a portfolio of revenue impacts made by lifecycle strategies you have implemented
• Experience building communications programs through CRM and/or marketing automation systems
• Strong skills in analyzing metrics and extracting actionable insights The ideal candidate thrives in a fast-paced environment, ability to work autonomously, is scrappy and resourceful, and has strong creative sensibilities
• You will be expected to roll up your sleeves and get hands-on in executing while also assuring your strategy aligns with the business line as well as overall business goals
• Experience leading cross functional initiatives to get things done - brief building, templates, processes for working with in house teams, ie. creative, organic social Excellent written and verbal communications skills, including exceptional proofreading skills
• Self-starter who can work through immediate challenges while recommending modifications for enhanced efficiency

Desirable

• We are seeking an experienced Lifecycle Marketing Leader to drive retention, engagement, and long-term customer value across CRM channels including email, SMS, and referral programs
• This role will own the strategy, execution, and optimization of automated marketing journeys and campaigns, leveraging A/B testing, segmentation, and data insights to improve acquisition, onboarding, and churn reduction
• You will partner closely with creative and cross-functional teams to maintain high-quality marketing outputs, lead KPI reporting with regular C-level exposure, and act as the in-house expert for lifecycle marketing best practices
• Strategize, build and execute automated lifecycle marketing journeys and one-off campaigns across all CRM channels that optimize for retention and LTV (including email, SMS, and Referral)
• Continuously conduct A/B tests and analyze results to develop insights that improve acquisition and win-back conversion rate (cart conversion, key members onboarding benchmarks, dunning, and churn mitigation)
• Develop customer segmentation, targeting, and contact strategies to maximize the conversion rate and LTV/CAC
• Create prospect nurture programs to ensure long-term engagement for our growing customer base
• Maintain a high bar for marketing creative and copy across lifecycle campaigns; partnering with internal teams and acting as an extension to our in-house creative team to reach key business results
• Owning KPI reporting, including weekly and monthly updates - with an opportunity to share out results to c-level on a regular basis
• Be an in-house expert in lifecycle marketing strategies and help shape how we improve and expand our lifecycle marketing efforts