VP, Lifecycle Marketing and Loyalty

IPSY is looking for a VP, Lifecycle Marketing and Member Engagement to own the strategy for how we engage members from first touch through long-term retention. This role owns the measurement framework, the team, and the operating model that make personalized member engagement work.

You'll define the engagement strategy and the segmentation approach behind it, build the measurement infrastructure to prove CRM's value to the business, and lead a team that includes the loyalty program, email, mobile, site marketing, retention, win-back strategies, and supporting specialists. This is a leadership role. You set the targets, the operating model, and the culture.

The right person is a strategist and a leader who knows MarTech well and can serve as a coach and player. You've built measurement programs that proved CRM's contribution to the business. You've earned credibility for CRM teams in companies where the channel was undervalued. You want to do it again.

IPSY has a great deal of first-party data, a loyal member base, and a real opportunity to build one of the best lifecycle marketing programs in the beauty industry. This role will shape what that looks like.

This position reports to the Chief Marketing Officer and is ideally hybrid from Santa Monica, CA or Pembroke Pines, FL, OR can be fully remote for the right fit. 

Strategy and Vision

• →Define the member engagement strategy: how member journeys map to channels, what role each channel plays, and how contact strategy evolves as the business grows. Channels include email, push, SMS, site/app, direct mail and more.
• →Own the member segmentation framework: who the audiences are, how they're built, what triggers movement between segments. Make sure it's applied consistently across campaigns, product, and CRM programs.
• →Set the vision for IPSY's loyalty program, including the ongoing evolution of IPSY Rewards, in partnership with the Senior Director and relevant team leads.

Measurement and Business Ownership

• →Own Lifecycle Marketing’s measurement framework: define what the org measures against, guide  holdout and attribution infrastructure, and establish the reporting that proves CRM's contribution to the business.
• →Own Lifecycle Marketing’s financial narrative, budget, and performance targets. Represent the function's business case at the leadership level.
• →Build a team and grow a culture that tests, measures, and learns from results rather than just reporting them.

Team and Organization

• →Build and lead the lifecycle marketing org. Define the team structure, shape the Director role, and make headcount and capability cases as the program matures.
• →Drive the team's operating culture: Put the consumer at the center of everything we do, consistently learn through smart testing strategies, and be data-driven in all recommendations and decisions.

Technology and Architecture

• →Own the architecture vision for the MarTech stack: what the technology needs to do, whether current tools (Iterable, Segment) are the right long-term answer, and what scalable infrastructure looks like.

Cross-Functional Leadership

• →Represent lifecycle marketing at the leadership table. Negotiate priorities with peer leaders across Growth, Product, Finance, Engineering, Data Analytics, Creative, and Merchandising.
• →Own the boundary with Acquisition/Growth: define where acquisition ends and lifecycle begins, and make sure hand-offs between the two are clean.

• 15+ years in lifecycle, CRM, or engagement marketing, with increasing leadership scope. Experience in subscription, paid membership, or DTC ecommerce strongly preferred.
• Track record of building measurement frameworks that proved CRM's value to the business: revenue attribution, holdout testing, incrementality, or whatever the right model was for that business.
• Experience earning credibility for CRM in companies where the channel was undervalued or under-measured.
• Strong grasp of MarTech architecture: ESPs, CDPs, personalization and testing tools, data pipelines. You've led architecture evaluations and know how to ask the right questions even when you're not the one configuring the tools.
• Experience building and scaling lifecycle marketing teams: org design, hiring, developing senior ICs and people managers.
• Significant loyalty program experience: launching, scaling, or materially improving a loyalty or rewards program.
• Strong cross-functional operator. You've negotiated priorities with peer leaders and represented your function's interests at the leadership level.