Director of Lifecycle

Marketing San Mateo, California Santa Monica, California


About the Role

IPSY is looking for a Director of Lifecycle Marketing to lead a team through personalized and powerful marketing efforts at every stage of the member journey to drive conversion, increase LTV, and reduce churn. You will develop end-to-end lifecycle strategy and lead campaigns across email, push, site, SMS and future direct-to-member marketing channels. This is a highly cross-functional role that works closely with member journey leads, engineering, product, data/analytics, creative, brand, operations, and customer service to develop strategies and build roadmaps to acquire new members, enhance the member experience, re-engage inactive members, drive incremental revenue from existing members, and elevate the IPSY brand. 

You should be both a strategist and a builder, with expert-level knowledge of the marketing stack (data, tools, personalization, and automation) and proven experience putting them to work to drive business impact. 

This is an incredible opportunity to lead an amazing team at a fast-growing company, doing the most advanced marketing and content personalization in the beauty industry. If you are a confident, proven leader that loves to develop high-impact direct communication channels as part of an integrated, cross channel marketing effort, this role is for you.

What You’ll Be Doing

  • Lead and work alongside your team as they develop email, push, site and in-app marketing strategies for lifecycle, transactional, triggered, and promotional campaigns to acquire new members, re-engage past members, and increase LTV of current members.
  • Leverage a deep understanding of the member mindset and membership value proposition(s) to nurture conversion and retention.
  • Hire, train and develop a team to unlock increasingly sophisticated lifecycle marketing programs, with a focus on using data for advanced personalization and automation. 
  • Drive architecture decisions around how best to implement new programs within our ESP (Iterable) and site (CMS), with a mind for long-term scalability.
  • Prioritize opportunities for improvement, generate data-driven hypotheses to inform campaign strategies and initiatives. 
  • Analyze the performance of all lifecycle programs, identify areas for improvement and be an agent of change. 
  • Develop strategy, roadmap and activation of new marketing channels (e.g. SMS, direct mail,etc)
  • Communicate key insights and findings to senior management and optimize programs based on data-driven analysis.
  • Manage complex, highly cross-functional initiatives to deliver business requirements, create project plans, and drive on-time execution. 
  • Develop and own lifecycle marketing QA process to ensure high quality campaign outputs. 

What We’re Looking For

  • Bachelor’s degree required, preferably in business, marketing, technical or quantitative field.
  • 10+ years of strategic and hands-on experience developing lifecycle programs; confident with segmentation, automation strategy, messaging, conversion optimization, and other facets of marketing using email, push, site, and in-app, etc
  • 10+ years relevant experience with increasing responsibility; solid experience in both people management and team leadership
  • 6+ years experience working directly with an enterprise-grade ESP (Iterable, Braze, ExactTarget, Responys, etc; comfortable with data pipelines and architecture, targeting, multi-step workflows, QA, and reporting.
  • 6+ years experience developing and executing A/B tests for email, push and site initiatives; confidently translates data into actionable business and consumer insights.
  • Demonstrated ability to work cross-functionally to execute a vision through consensus building, negotiation, and data-driven persuasion.
  • Excellent verbal and written communication skills; relentlessly detail oriented.
  • Proficient with Excel, experience with financial modeling and/or SQL/R a plus.
  • Familiar with analytics dashboards (Tableau, Looker, etc).

What We Offer

  • Competitive salary & equity grants
  • Medical, dental & vision insurance
  • Annual bonus program*
  • Paid time off & work from home flexibility
  • Free Glam Bag Plus subscription
  • Learning & development programs 

About IPSY

IPSY, a BFA Industries brand, was founded in 2011 and is the largest beauty subscription in the world. IPSY delivers customized Glam Bags leveraging IPSY Match, a proprietary technology that analyzes hundreds of attributes to delight each member with personalized beauty products perfect for their lifestyle. IPSY strives to make beauty more inclusive and welcoming to all. IPSY’s primary offices are in San Mateo, Santa Monica and New York.

We are an equal opportunity employer who celebrates diversity. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, disability status, or any other characteristic protected by federal, state, or local laws.

If you require reasonable accommodation in completing this application, interviewing, completing any pre-employment testing, or otherwise participating in the employee selection process, please contact us.