Director of Lifecycle Marketing

About this role

Who We Are
Sans is on a mission to build the next great consumer hardware brand, with a laser focus on products that help people live healthier lives at home. We started with a category-leading air purifier before expanding to a best-in-class countertop water purifier that actually works to eliminate harmful contaminants – and our product roadmap is just getting started.
We’re a small, ambitious team that believes deeply in our ability to create a meaningful consumer brand. We move fast, learn quickly, and consistently outperform much larger competitors.
Your Role
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 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 also own new customer conversion through lead / drip series & re-engagement strategies. 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 President 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. 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.
Requirements
Qualifications and Skills
Experience:
Bachelor’s Degree and equivalent work experience in a highly analytical role
7-10+ 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
Applicants must be currently authorized to work in the United States on a full-time basis.

Benefits
Hours and Compensation
The anticipated base compensation range for this role will be $150,000 - $175,000 annually, plus discretionary bonus and equity. Compensation will be commensurate with the candidate’s experience and local market rates.
Job Type: Full-time
Position will be based out of Culver City, Los Angeles (Tu. - Th. in office/Mo. & Fr. remote)
Benefits & Perks
Option for fully paid medical, dental, and vision coverage
Opportunity to contribute to 401k
Unlimited PTO plus 11+ paid holidays
Monthly wellness stipend
Free Sans product!

Sans is proud to be an equal opportunity employer and does not discriminate on the basis of race, national origin, gender, gender identity, sexual orientation, protected veteran status, disability, age, or other legally protected status.
Sans believes in the…