VP, Customer Growth – Lifecycle Marketing
Hanna Andersson
full-time
Posted on:
Location Type: Remote
Location: Remote • Oregon • 🇺🇸 United States
Visit company websiteSalary
💰 $230,000 - $260,000 per year
Job Level
Lead
About the role
- Lead Hanna’s customer growth strategy end-to-end, integrating new customer acquisition, retention, and CRM to drive scalable, profitable growth and deepen customer relationships.
- Oversee paid performance channels (search, social, affiliate, programmatic, retargeting) to optimize CAC, ROAS, and incremental revenue while advancing growth experimentation and new channel discovery.
- Develop and execute a cohesive lifecycle marketing framework that connects acquisition, retention, and reactivation to maximize engagement and loyalty across key journey moments.
- Leverage segmentation, automation, and personalization, enhanced by AI-driven insights to deliver relevant, data-informed experiences across owned channels (email, SMS, and site).
- Partner with Brand, Creative, and Product teams to ensure growth messaging and offers align with Hanna’s storytelling and customer value proposition.
- Collaborate with Finance and Digital Operations to manage investment allocation, performance forecasting, and ROI tracking for efficient spend and measurable outcomes.
- Work with Technology and Data teams to evolve Hanna’s martech ecosystem for real-time decision-making, optimization, and marketing agility.
- Champion a test-and-learn culture that fosters experimentation, continuous improvement, and performance innovation across the customer journey.
- Lead, mentor, and inspire a high-performing team focused on curiosity, accountability, and data-informed growth practices.
- Serve as a key digital leader, partnering with the Chief Digital Officer and peers across Brand and Technology to advance personalization, omnichannel integration, and customer experience innovation.
Requirements
- 12+ years of progressive experience in growth, performance, and lifecycle marketing, including 5+ years in senior leadership within a high-growth retail or DTC environment.
- Proven success driving new customer acquisition and scaling profitable growth through multi-channel media strategy, performance optimization, and experimentation.
- Deep experience with CRM, retention, and loyalty programs that drive long-term customer value and advocacy.
- Strong analytical and strategic mindset with expertise in marketing measurement frameworks (CAC, LTV, ROAS, incrementality).
- Demonstrated ability to manage large-scale marketing budgets with focus on efficiency, accountability, and sustained profitability.
- Fluency with modern marketing platforms that incorporate AI and automation (e.g., Klaviyo, Iterable, Meta Advantage+, GA4, Looker, Amplitude).
- Exceptional collaboration skills with Brand, Creative, Product, Technology, and Finance to align storytelling with commercial outcomes.
- Inspirational leadership style grounded in curiosity, empathy, and operational rigor.
Applicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard skills
customer acquisitionretention marketinglifecycle marketingperformance optimizationmarketing measurement frameworksdata-informed growth practicesmulti-channel media strategyCRMloyalty programsbudget management
Soft skills
analytical mindsetstrategic mindsetcollaborationleadershipcuriosityempathyaccountabilityinspirationoperational rigorcontinuous improvement