Director, Lifecycle Marketing

Role Description

As Going's Director, Lifecycle Marketing, you will own the strategy, execution, and performance of the member lifecycle for our 2M+ monthly active members across email, push, in-app, and web — from onboarding through winback. You will set the roadmap, own the lifecycle calendar, build the reporting that tracks our impact, and lead and develop the lifecycle team. This is a semi-technical leadership role: you'll be the senior owner of our Braze CRM and the go-to partner for Product, Engineering, and Data & Insights, while pushing the program toward AI-enhanced efficiency and automation at scale.

In the short term, you will:

• Develop a deep understanding of Going's Braze integration, lifecycle program, and marketing tech stack, identifying the highest-impact opportunities to improve member experience and business results.
• Take ownership of the lifecycle calendar and campaign workflows, establishing clear intake, prioritization, QA, and conflict-free scheduling.
• Build a consolidated view of lifecycle performance and establish a reporting cadence with leadership.
• Get to know your team — their goals, strengths, and development areas — and establish your management rhythm (1:1s, rituals, priorities).
• Publish a prioritized lifecycle roadmap and experimentation plan.

In the long term, you will:

• Own the strategy, enhancement, and execution of the full lifecycle program, including scaling personalized, omni-channel communications across email, push, in-app, and web that support the Going mobile app, website, and new-to-market product value.
• Own performance and reporting end-to-end (onboarding through winback), continually improving key metrics like activation, adoption, engagement, retention, and LTV, and owning the dashboards that track and socialize results.
• Apply AI to all relevant automated journeys to increase program performance and team efficiency.
• Translate business goals into delivery requirements — data, segmentation, targeting logic, and dynamic content — partnering closely with Data, Product, and Engineering teams on technical projects.
• Hire, mentor, and develop a high-performing lifecycle team that approaches problem-solving with a member-first mindset and a strong testing culture.

Qualifications

• 8+ years in lifecycle/CRM/retention marketing for B2C brands (ideally a consumer app or subscription business), with 3+ years leading and developing people.
• Proven ownership of an end-to-end lifecycle program across multiple channels (email, push, in-app, web), including calendar ownership and program governance.
• Deep, hands-on expertise in Braze (or a comparable enterprise CRM) — Canvas, segmentation, behavioral triggers, and personalization/Liquid logic.
• Strong analytical skills: cohort analysis, LTV modeling, A/B testing, and retention/funnel reporting. Comfortable building and socializing dashboards. SQL experience or willingness to learn.
• Hands-on experience applying AI to lifecycle marketing — e.g., AI-driven personalization, send-time optimization, predictive segmentation, dynamic content, and automation — with the judgment to evaluate AI outputs against brand and quality standards and awareness of data privacy/governance.
• Track record of partnering with Data, Product, and Engineering to ship technical projects; able to translate fluently between technical and non-technical stakeholders.
• A strong copywriter who can write clear, on-brand, high-converting copy across email, push, in-app, and web.
• Proven campaign development chops — you can take a campaign from concept and brief through messaging, creative direction, and execution, and you partner effectively with designers.
• Outstanding project management and organization; a self-starter who balances multiple priorities and follows through.
• Goal-oriented, with a track record of setting and achieving long-term performance metrics. Thrives in a fast-paced startup environment, wearing multiple hats and working on a breadth of projects.
• You're legally authorized to work in the United States and able to work US-hours.

Requirements

• Experience at a consumer subscription or membership business; experience scaling lifecycle for a mobile app.
• Experience building toward an AI-native or highly automated lifecycle system.
• Familiarity with CDPs, deliverability, and the broader lifecycle/orchestration tech stack.

Benefits

• The salary for this role starts at $175,000 + equity.
• 100% remote work environment.
• Annual team retreats, with past destinations including Scottsdale, Washington D.C., Vancouver, and Mexico City.
• Open vacation policy, with a 15-day minimum.
• Comprehensive health, vision, dental, and life insurance.
• 401(k) with a 5% match.
• $750/quarter remote work, wellness, and wisdom stipend.
• Up to 12 weeks of paid family leave.
• Meetup stipend when you cross paths with a co-worker.
• Continuing education & development reimbursement.
• Challenging problems to solve and an awesome team to collaborate with every single day.