Senior Director of Lifecycle Marketing

About Comfrt

Comfrt is one of the fastest-growing direct-to-consumer brands, dedicated to blending mental wellness, inclusivity, and elevated comfort into every piece we create. Our mission goes beyond clothing — we strive to build a community where everyone feels supported and seen.

Role Overview

The Senior Director of Lifecycle Marketing will own the strategy and evolution of Comfrt's customer lifecycle, with a focus on increasing customer lifetime value, repeat purchase behavior, engagement, loyalty, and advocacy.

This role goes well beyond traditional email and SMS management. We're looking for a strategic, highly analytical lifecycle leader who can connect customer behavior to business performance and build an integrated strategy across onsite capture and list growth, email, SMS, push, app, direct mail, loyalty, customer reviews, and other owned channels.

This leader will oversee the Retention & Loyalty team and partner closely with Growth, Ecommerce, Data, Finance, Merchandising, Creative, CX, and Product to ensure our significant investment in customer acquisition translates into long-term customer value.

Key Responsibilities

Lifecycle Strategy, Analytics & Customer Economics

• Own Comfrt's end-to-end lifecycle strategy across prospects, first-time buyers, repeat customers, high-value customers, loyalty members, app users, and lapsed customers.
• Develop strategies to increase LTV, repeat purchase rate, purchase frequency, and first-to-second and subsequent purchase conversion.
• Partner with Data to understand customer progression, develop meaningful cohorts, identify where customers fall out of the lifecycle, and uncover the behaviors and interventions that drive greater customer value.
• Establish lifecycle KPIs and measurement frameworks that distinguish overall business growth from the incremental impact of lifecycle initiatives.
• Build an always-on testing culture and translate customer data into actionable insights, recommendations, and investment decisions for senior leadership.
• Partner with Finance and Data on forecasting and measuring the financial contribution of retention initiatives.

CRM, Direct Mail & Owned Channels

• Set the strategy across email, SMS, push, app, direct mail, and emerging owned channels, defining the role each plays throughout the customer journey.
• Own Comfrt's onsite capture and list growth strategy across email, SMS, app, and other owned audiences, including pop-ups, forms, landing experiences, incentives, and emerging capture opportunities.
• Build sophisticated segmentation and personalization strategies based on customer behavior, purchase history, lifecycle stage, product affinity, engagement, and value.
• Establish a rigorous experimentation roadmap across capture experiences, audiences, journeys, creative, messaging, offers, and frequency, balancing list growth and conversion with subscriber quality and long-term customer value.
• Own the strategy and continuous optimization of lifecycle journeys including welcome, abandonment, post-purchase, cross-sell, loyalty, winback, and reactivation.
• Develop and scale direct mail as a lifecycle channel, including audience strategy, testing, incrementality, and ROI measurement.

Loyalty, Reviews & Customer Advocacy

• Own the strategy and evolution of ComfrtClub, including member acquisition, engagement, segmentation, rewards, retention, and measurement of incremental customer value.
• Own Comfrt's customer reviews and ratings strategy, increasing review volume, quality, recency, and product coverage through lifecycle and post-purchase programs.
• Develop differentiated engagement strategies for high-value customers and identify opportunities to activate Comfrt's most engaged customers through loyalty, reviews, referrals, and advocacy.
• Partner with Ecommerce, CX, Product, and Merchandising to translate customer feedback and review sentiment into improvements across the customer and product experience.

Cross-Functional & Team Leadership

• Serve as the senior Lifecycle partner across Growth, Ecommerce, Merchandising, Data, Finance, Creative, CX, Product, and other teams.
• Partner closely with Acquisition to understand downstream customer quality and LTV by channel, audience, offer, and cohort and bring those insights into broader growth decisions.
• Represent Lifecycle in GTM planning and bring customer insights upstream into acquisition, merchandising, promotional, and product strategy.
• Lead, coach, and develop the Retention & Loyalty team, including a Sr. Retention & Loyalty Manager, Sr. Retention & CRM Specialist, and Retention Creative Designer.
• Establish clear ownership, goals, operating rhythms, and accountability while empowering the team to own day-to-day execution.
• Own lifecycle budgets, agencies, technology partners, contracts, forecasting, and investment decisions.
• Proactively identify opportunities, risks, and recommendations within the lifecycle ecosystem.

What We're Looking For

• Significant experience leading Lifecycle, CRM, Retention, or Loyalty for a high-growth consumer or digitally native business.
• Proven experience building lifecycle strategies that measurably improve LTV, repeat purchase behavior, and customer economics, beyond attributed email and SMS revenue.
• Deep expertise in customer segmentation, cohort analysis, CRM automation, experimentation, personalization, and lifecycle measurement.
• Strong analytical and commercial instincts with the ability to move from data → insight → recommendation → action.
• Experience building sophisticated customer journeys across onboarding, post-purchase, loyalty, cross-sell, winback, and reactivation.
• Experience owning loyalty programs, CRM platforms, technology partners, agencies, budgets, and contracts.
• Proven people and cross-functional leadership with the ability to develop teams and influence senior stakeholders.
• Comfortable operating autonomously in a fast-moving, high-growth environment.
• Experience with direct mail, customer reviews, advocacy, referral, or Voice of Customer programs is a plus.
• Experience with Klaviyo and high-volume ecommerce environments strongly preferred.

How Success Will Be Measured

• Growth in LTV, repeat purchase rate, purchase frequency, and first-to-second purchase conversion
• Growth in qualified email, SMS, and app audiences, including onsite capture and list growth performance
• Measurable incremental impact of lifecycle programs and direct mail
• Growth and incremental value of ComfrtClub
• Improved performance across priority customer cohorts
• Increased sophistication, testing, and effectiveness of automated lifecycle journeys
• Growth in customer review volume, quality, recency, and product coverage
• Quality and actionability of lifecycle insights brought to the broader business
• Development and effectiveness of the Retention & Loyalty team

Comfrt is an equal opportunity employer. We are committed to building a team that represents a variety of backgrounds, perspectives, and skills.