Senior Director of Lifecycle Marketing

About Comfrt :
Comfrt is one of the fastest-growing direct-to-consumer brands, dedicated to blending mental wellness, inclusivity, and elevated comfort into every piece we create. Our mission goes beyond clothing — we strive to build a community where everyone feels supported and seen.

About the Role:
The Senior Director of Lifecycle Marketing will own the strategy and evolution of Comfrt 's customer lifecycle, with a focus on increasing customer lifetime value, repeat purchase behavior, engagement, loyalty, and advocacy.

This role goes well beyond traditional email and SMS management. We're looking for a strategic, highly analytical lifecycle leader who can connect customer behavior to business performance and build an integrated strategy across onsite capture and list growth, email, SMS, push, app, direct mail, loyalty, customer reviews, and other owned channels.

This leader will oversee the Retention & Loyalty team and partner closely with Growth, Ecommerce, Data, Finance, Merchandising, Creative, CX, and Product to ensure our significant investment in customer acquisition translates into long-term customer value.
Responsibilities:
Lifecycle Strategy, Analytics & Customer Economics

- Own Comfrt 's end-to-end lifecycle strategy across prospects, first-time buyers, repeat customers, high-value customers, loyalty members, app users, and lapsed customers.

- Develop strategies to increase LTV, repeat purchase rate, purchase frequency, and first-to-second and subsequent purchase conversion.

- Partner with Data to understand customer progression, develop meaningful cohorts, identify where customers fall out of the lifecycle, and uncover the behaviors and interventions that drive greater customer value.

- Establish lifecycle KPIs and measurement frameworks that distinguish overall business growth from the incremental impact of lifecycle initiatives.

- Build an always-on testing culture and translate customer data into actionable insights, recommendations, and investment decisions for senior leadership.

- Partner with Finance and Data on forecasting and measuring the financial contribution of retention initiatives.

CRM, Direct Mail & Owned Channels

- Set the strategy across email, SMS, push, app, direct mail, and emerging owned channels, defining the role each plays throughout the customer journey.

- Own Comfrt 's onsite capture and list growth strategy across email, SMS, app, and other owned audiences, including pop-ups, forms, landing experiences, incentives, and emerging capture opportunities.

- Build sophisticated segmentation and personalization strategies based on customer behavior, purchase history, lifecycle stage, product affinity, engagement, and value.

- Establish a rigorous experimentation roadmap across capture experiences, audiences, journeys, creative, messaging, offers, and frequency, balancing list growth and conversion with subscriber quality and long-term customer value.

- Own the strategy and continuous optimization of lifecycle journeys including welcome, abandonment, post-purchase, cross-sell, loyalty, winback, and reactivation.

- Develop and scale direct mail as a lifecycle channel, including audience strategy, testing, incrementality, and ROI measurement.

Loyalty, Reviews & Customer Advocacy

- Own the strategy and evolution of Comfrt Club, including member acquisition, engagement, segmentation, rewards, retention, and measurement of incremental customer value.

- Own Comfrt 's customer reviews and ratings strategy, increasing review volume, quality, recency, and product coverage through lifecycle and post-purchase programs.

- Develop differentiated engagement strategies for high-value customers and identify opportunities to activate Comfrt 's most engaged customers through loyalty, reviews, referrals, and advocacy.

- Partner with Ecommerce, CX, Product, and Merchandising to translate customer feedback and review sentiment into improvements across the customer and product experience