Director Of Lifecycle

The Director of Lifecycle at Caraway is a senior, strategic leadership role responsible for owning and building the end-to-end customer lifecycle system to drive growth, retention, and profitability. The role involves defining lifecycle strategy, KPIs, and leading cross-functional initiatives to influence customer behavior and financial outcomes.

Location: United States

Salary: $170,000 - $190,000

Responsibilities

• Own lifecycle as a business function, with direct accountability to LTV, contribution margin, repeat purchase velocity, and cohort performance
• Define and operationalize lifecycle KPIs, ensuring they are consistently measured, reported, and tied to financial outcomes
• Build a long-term lifecycle strategy that identifies structural growth levers across the customer journey
• Lead the development of lifecycle architecture, including segmentation strategy, automation systems, personalization frameworks, and channel orchestration
• Design and implement pricing and incentive governance across lifecycle to balance growth and margin
• Partner with Finance and Data to establish clear incrementality measurement, cohort analysis, and forecasting models
• Drive cross-functional initiatives that improve lifecycle outcomes at a systems level
• Translate complex data into clear strategic direction, identifying root causes of performance issues and defining actions
• Establish a disciplined experimentation framework focused on high-impact lifecycle changes
• Own lifecycle forecasting and planning, ensuring retention is a core input into company revenue and profitability targets
• Build and lead a high-performing lifecycle team, setting a high bar for strategic thinking, ownership, and accountability
• Define how lifecycle integrates with acquisition, ensuring full-funnel alignment and maximizing total customer value

Requirements

• 8–10+ years of experience in lifecycle, retention, or growth roles within high-growth DTC or ecommerce businesses
• Proven experience owning lifecycle as a business driver, with demonstrated impact on LTV, repeat purchase behavior, and margin efficiency
• Deep understanding of customer economics, including incrementality, payback periods, contribution margin, and cohort analysis
• Strong experience with BI and attribution tools (e.g., Omni, Northbeam), with the ability to move beyond reporting into diagnosis and strategy
• Track record of building lifecycle systems, not just campaigns — including segmentation, automation, and testing frameworks at scale
• Experience leading cross-functional initiatives that influence product, merchandising, and acquisition strategy
• Strong commercial mindset, able to balance growth and profitability in decision making
• Proven people leader who sets high expectations and develops teams to operate at a strategic level
• Direct communicator who can influence senior stakeholders and drive alignment across functions
• Comfortable challenging existing approaches and building new systems to unlock growth

Benefits

• Equity
• 401k with 3% company match
• Comprehensive medical, dental + vision coverage
• Up to 12 weeks of fully paid parental leave
• At-home setup and workspace reimbursements
• Fully remote work environment with flexible work arrangements
• Monthly coworking reimbursements
• Professional development reimbursements
• Unlimited PTO and paid holidays
• Wellness reimbursements
• Employee discount on Caraway products
• Home upgrades with complimentary products