Senior Director of Lifecycle Marketing

Your Role

Sans is on a mission to build the next great consumer hardware brand, with a focus on products that help people live healthier lives at home. We started with a category-leading air purifier and expanded into a best-in-class countertop water purifier—and we’re just getting started.

We’re a small, ambitious team that moves fast, learns quickly, and consistently outperforms much larger competitors.

Lifecycle Marketing is a core growth and profitability engine at Sans. It is responsible for how we convert, engage, and retain customers—and ultimately how we drive long-term customer value.

The Senior Director of Lifecycle Marketing will own lifecycle as a business within the business, with clear accountability for retention, LTV, and lifecycle-driven revenue across email, SMS, subscriptions, and direct mail. This role will define the lifecycle strategy, build scalable systems, and lead a team to drive both short-term revenue and long-term contribution margin.

This role reports directly to the CMO and partners closely with Growth, eCommerce, Product, CX, and Creative.

The ideal candidate has deep experience owning lifecycle revenue, not just executing campaigns. They are highly analytical, think in systems (not channels), and can translate customer behavior into clear strategies that drive measurable business impact.

Responsibilities and Duties

• Own Lifecycle as a Revenue Driver - Own lifecycle as a core revenue channel, with accountability for repeat purchase rate, LTV, contribution margin, revenue per subscriber, and overall retention performance.
• Define and Lead Lifecycle Strategy - Develop and own a cohesive lifecycle strategy across onboarding, retention, and reactivation—aligned to company revenue and profitability goals.
• Own Customer Journey and Retention Systems - Define and optimize the end-to-end customer journey from first purchase to repeat customer to subscriber, improving key metrics such as time to second purchase, product adoption, and long-term retention.
• Own Subscription Growth and Economics - Lead subscription as a core growth lever, driving attach rate, retention, and LTV through improvements in on-site conversion, post-purchase upsell, and ongoing engagement.
• Own Lifecycle Revenue Levers - Partner with Growth and eCommerce to define and optimize key revenue levers including pricing communication, discounts, bundles, upsell/cross-sell, and incentives—balancing conversion, AOV, contribution margin, and brand perception.
• Own Flows, Campaigns, and Lifecycle Programs - Oversee all lifecycle flows (welcome, abandonment, post-purchase, replenishment, winback) and own the lifecycle campaign calendar, ensuring strong execution across product launches and key commercial moments.
• Drive Experimentation and Optimization - Build and lead a clear testing roadmap across lifecycle channels, continuously improving conversion, AOV, revenue per send, and long-term customer value.
• Own Lifecycle Channels and Platforms - Own lifecycle platforms (Klaviyo, Attentive, PostPilot), ensuring best practices across segmentation, deliverability, automation, compliance, and reporting.
• Lead Team and Cross-Functional Execution - Build, manage, and develop a high-performing lifecycle team - this includes managing a small but growing team, including 1 direct report. Partner closely with Growth, eCommerce, Product, CX, and Creative to ensure lifecycle is fully integrated into GTM and the broader marketing calendar.

Qualifications and Skills

• Experience:
• Bachelor’s Degree and equivalent work experience in a highly analytical role
• 8-12+ years of experience in lifecycle, CRM, or retention marketing
• Proven track record of owning lifecycle revenue, LTV, or retention metrics—not just campaign execution
• DTC experience, ideally at $50M+ revenue brands
• Strong experience with subscription-based or repeat purchase businesses
• Deep experience building lifecycle strategy from the ground up (not just optimizing existing programs)
• Experience with tools such as Klaviyo, Attentive, and similar platforms
• Experience with direct mail as a performance channel is a plus

• Interpersonal:
• Strong leadership and communication skills, with the ability to influence cross-functional stakeholders
• Highly analytical, with a deep understanding of customer behavior, retention, and LTV dynamics
• Systems thinker—able to connect lifecycle to product, CX, pricing, and broader business drivers
• Ability to operate at both strategic and executional levels
• Detail-oriented with high standards for quality and rigor
• Scrappy and pragmatic, focused on driving measurable impact
• Strong ownership mindset—treats lifecycle as a business within the business

Salary and Benefits

• Base salary $170,000-$200,000 based on experience, plus discretionary bonus and equity
• Option for fully paid medical, dental, and vision
• Opportunity to contribute to 401k
• Unlimited PTO plus 11+ paid holidays
• LA based hybrid team, based in Culver City 3 days/week
• Free Sans product!