Director, Lifecycle Marketing

As Director, Lifecycle Marketing, you will own Insomnia Cookies’ performance marketing engine across paid media and owned lifecycle channels, accountable for customer acquisition, retention, frequency, and lifetime value.

This role leads strategy and execution across paid channels as well as owned channels (email, SMS, push, in-app, loyalty). You will ensure these channels work together as a cohesive system — acquiring the right customers, nurturing relationships, and driving repeat behavior.

 

You will partner closely with Brand and Creative teams to ensure performance marketing is on-brand and effective, while maintaining clear accountability for results. This is a senior, hands-on leadership role for a marketer who understands how to scale growth without sacrificing customer experience or brand equity.

 

SWEET POSITION PERKS:

•We operate on a 4-day work week, with Fridays as a flex day. While not a standard workday, employees should remain accessible for urgent or time-sensitive needs as our bakeries operate through the weekend.

A highly visible leadership role where your work will directly shape brand identity and culture.

•Rich opportunity to build a team, set the tone, and leave your mark on a brand.

•Competitive salary + bonus + benefits + equity

•4 Day Work Week (yuppp, we get every Friday off)

•A fun, entrepreneurial, and cookie-filled culture.

•Free cookies, branded swag and so much more!

 

Key Responsibilities:

•Own the end-to-end performance and lifecycle marketing strategy across paid and owned channels.

•Define acquisition, retention, frequency, and LTV goals in partnership with Marketing and Analytics leadership.

•Ensure paid and owned channels are integrated into a seamless customer journey.

 

•Oversee paid media strategy, planning, and optimization across key channels, including paid social, search, app install, and emerging platforms.

•Manage agency partners and/or in-house teams responsible for media execution.

•Own paid media budgets, pacing, and performance, with accountability for CAC, ROAS, and incremental growth.

 

•Lead lifecycle strategy and execution across email, SMS, push notifications, in-app messaging, and loyalty communications.

•Define segmentation, journey orchestration, cadence, and personalization frameworks.

•Ensure owned channels drive retention, frequency, and customer value, not just transactions.

 

•Lead customer data and segmentation strategy, defining actionable segments based on behavior, frequency, value, and lifecycle stage.

•Drive adoption and activation of a Customer Data Platform (CDP), using insights to inform targeting, personalization, testing, and investment decisions across paid and owned channels.

•Own performance KPIs across paid and owned channels, including CAC, ROAS, retention, repeat rate, frequency, and LTV.

•Partner with Analytics to develop dashboards, testing frameworks, and attribution approaches.

•Use insights and experimentation to continuously optimize channel mix, messaging, and investment.

 

•Partner closely with Brand and Creative teams to align performance marketing with brand strategy and creative direction.

•Collaborate with Digital, and Operations teams to ensure marketing programs align with the guest experience.

•Lead, mentor, and grow a high-performing performance and lifecycle marketing team.

 

•8–12+ years of performance and/or lifecycle marketing experience, ideally within consumer, ecommerce, QSR, or digital-first brands.

•Proven experience owning paid media strategy and budgets alongside owned-channel lifecycle programs.

•Strong understanding of full-funnel performance marketing and customer journey optimization.

•Experience managing agencies and cross-functional partners.

•Highly data-driven with comfort interpreting performance metrics and making tradeoffs.

•Strong leadership, communication, and influence skills.

•Comfortable operating in a fast-paced, results-oriented environment.