Little Sleepies

Marketing

• Develop and execute a comprehensive lifecycle marketing strategy that increases repeat purchase rate, customer lifetime value, and engagement, spanning the full customer journey from acquisition handoff through onboarding, retention, loyalty and win-back.
• Oversee email, SMS, and loyalty programs with a focus on segmentation, personalization, automation and continuous A/B testing and optimization.
• Lead, mentor, and manage a lean high-performing lifecycle marketing team while remaining hands-on and strategic, balancing leadership responsibilities with direct execution and innovation.
• Lead & build the loyalty and rewards program, optimizing for engagement, satisfaction, and incremental revenue.
• Develop post-purchase and customer experience enhancements that reduce friction, improve satisfaction, and strengthen retention.
• Define, monitor and report on customer KPIs such as retention rate, repeat purchase rate, CLTV, program ROI and cohort trends.
• Manage CRM platforms, loyalty tech stack, and integrations to enable efficient execution and reporting.
• Partner closely with analytics, creative and eCommerce teams to continuously test, measure and improve lifecycle performance.
• Manage the lifecycle calendar and budget to align with business goals.

Director, Lifecycle Marketing

Growth Marketing

• Own the planning and oversee the execution of paid media, including social, search, display, and affiliate.
• Explore additional channels to drive growth, including CTV, audio, and direct mail.
• Lead client relationships with partner agencies and vendors to ensure accountability on performance and maintain a seamless communication process.
• Plan campaign budgets and media mix to hit ROAS projections based on CAC and LTV trends and optimize to hit critical KPIs.
• Partner with our in-house creative team to develop effective campaigns, A/B test, and iterate to unlock efficiency.
• Grow and lead our in-house growth team, including channel experts in Paid Social, SEM, Email/SMS, and Affiliate.
• Foster a team that executes full-funnel campaigns and programs across all channels that drive customers.
• Lead experimentation and testing process across multiple channels to gain valuable customer and creative insights to inform future campaigns and strategies.
• Work closely with Ecommerce, Merchandise Planning, and Creative teams to effectively push products that lead to maximum new customer acquisition.
• Coordinate with the Ecommerce team on conversion, landing page optimization, and performance of campaigns.
• Collaborate cross-functionally within the Marketing team to identify growth and viral opportunities on organic channels, including social, influencer, and community, and through creative assets.
• Partner with the Data Analytics team to develop reporting to measure performance and test results.
• Stay current with overall digital marketing best practices.
• Report on performance at regular intervals; proactively share insights and learnings with the rest of the team.
• Assess and identify skills gaps and identify learning and development opportunities and training for the team.

Director, Lifecycle Marketing

VP, Growth