layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

A role, opportunity, or path that merits attention, time, and pursuit.

Director of Lifecycle Marketing at Sans | LAYIQ

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. Partnership with growth and ecommerce across lifecycle touchpoints (incl. Lead conversion for new customers) is required to be successful in this role.
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 opportunity to hire & manage a direct report. Partner closely with Growth, eCommerce, Product, CX, and Creative to ensure lifecycle is fully integrated into GTM and the broader marketing calendar.

Director of Lifecycle Marketing

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