The Growth Marketing Director will oversee lifecycle marketing, retention strategies, and customer journey optimization while driving revenue growth and managing CRM channels.
Location: US Remote (ET Hours)
Role Type: Full-time | Exempt
Reports to: Senior Director, Marketing
Overview:
We’re looking for a Growth Marketing Director to play a pivotal role in Alex and Ani’s full-funnel growth strategy, with a strong emphasis on retention and lifecycle marketing. This role will help own the end-to-end customer journey — from first touch point through long-term loyalty — while partnering closely with broader teams to drive efficient, scalable growth.
Reporting to the Senior Director of Marketing, this person will drive lifecycle and retention performance against broader business and revenue goals, with accountability across retention revenue, repeat purchase rate, customer lifetime value, and overall growth efficiency. While retention and CRM will be the primary focus, this role will also contribute to broader growth initiatives and help inform acquisition and channel optimization strategy over time.
This is an exciting opportunity to help shape and scale Alex and Ani’s customer growth strategy during a period of continued business evolution and momentum. The ideal candidate is a strategic and analytical leader who thrives in fast-paced DTC environments, is deeply fluent in lifecycle channels, and is excited to build and scale high-impact testing programs across the funnel.
Key Responsibilities:
Lifecycle & Retention Strategy Ownership
- Own the end-to-end lifecycle marketing strategy, including revenue forecasting and performance against retention, repeat purchase, and LTV goals
- Lead CRM channels (email, SMS, direct mail) with full ownership over campaign strategy, execution, and optimization
- Build and scale segmentation, personalization, and triggered lifecycle programs
- Develop and execute a customer journey optimization roadmap, identifying key drop-offs and opportunities across the funnel
Revenue Forecasting & Management
- Manage lifecycle marketing with a clear P&L lens, optimizing for incremental revenue, efficiency, and long-term customer value
- Partner closely with the Senior Director of Marketing on forecasting, budgeting, and performance reporting tied to broader business growth goals
- Establish clear KPIs and measurement frameworks tied to retention revenue, LTV, and contribution margin, and overall growth efficiency
Experimentation & Channel Expansion
- Lead a robust testing roadmap across lifecycle channels, grounded in hypothesis-driven experimentation
- Identify and scale new retention-driving channels and tactics, such as direct mail, loyalty programs, on-site personalization, and emerging platforms
- Collaborate with acquisition and broader marketing teams to align on full-funnel growth strategy, leveraging retention insights to improve customer quality, conversion, and channel performance
- Support testing and optimization efforts across the customer journey, identifying opportunities to improve engagement, conversion, and long-term retention while identifying diversification opportunities
Loyalty & Customer Engagement
- Own the strategy, evolution, and scaling of the loyalty and rewards program, driving increased engagement and repeat purchase behavior
- Develop initiatives that deepen customer connection, brand affinity, and long-term retention
Cross-Functional Leadership
- Act as the connective tissue across marketing, creative, eCommerce and Merchandising teams to ensure cohesive customer experiences
- Collaborate with acquisition leads to align on full-funnel strategy, messaging, and testing priorities
- Partner with creative teams to develop performance-driven lifecycle content at scale
- Bring a highly analytical and commercially-minded approach to decision-making, balancing customer experience with business performance outcomes.
Ideal Background & Experience
- 6–8+ years of experience in growth marketing, lifecycle marketing, or CRM-focused roles, ideally within DTC or eCommerce
- Deep experience within a large catalog eCommerce brand (accessories, jewelry, or fashion a strong plus)
- Proven track record of owning and scaling multi-channel retention programs that drive measurable revenue impact
- Strong expertise in marketing analytics, including attribution, cohort analysis, LTV modeling, and performance forecasting
- Demonstrated success building and executing experimentation frameworks, including A/B testing, CRO, and funnel diagnostics
- Experience managing marketing budgets with an ROI-driven, analytical mindset
- Ability to translate data into clear insights, strategy, and action
- Experience partnering with senior leadership to shape growth strategy and business objectives
- Strong cross-functional collaborator with the ability to influence across teams and levels
- Deep familiarity with leading CRM platforms such as Klaviyo, alongside experience leveraging analytics and business intelligence tools including Google Analytics, Looker, and similar reporting platforms to drive data-informed decision-making
Nice to Haves
- Familiarity with loyalty platforms, CDPs, and personalization tools
- Passion for consumer brands
- Experience contributing to broader growth or acquisition initiatives alongside retention and lifecycle ownership
- Experience leveraging AI tools for marketing efficiency, personalization, and content generation
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