Customer Lifecycle Director

About Lola Blankets Lola Blankets is a fast-growing, design-driven brand creating the world’s most loved faux-fur blankets. With a devoted community, strong influencer presence, and rapid scale, we are redefining what comfort and style mean for the home. Role Overview Lola Blankets is looking for a Customer Lifecycle Director who will redefine what retention means for a premium, emotionally resonant brand. This is not a conventional “email and SMS” retention role. We’re looking for a leader who understands how to build brand love, loyalty, community, and advocacy — not just automate flows. This person will architect Lola’s full post-purchase journey, combining data, brand storytelling, community-building, and experiential touchpoints. They will partner deeply with the Brand team to create high-value, memorable experiences that turn customers into lifelong advocates and active participants in the Lola universe. In this role, you’ll build what loyalty means for our brand — including the strategy, structure, and launch of a new loyalty program. This role is perfect for someone who has built retention engines at high-growth consumer brands, luxury brands, or top agencies — and who believes loyalty is earned through connection, creativity, and consistency, not just discounts and email triggers. Key Responsibilities: Own the end-to-end lifecycle strategy, ensuring every stage of the customer journey deepens connection and drives repeat behavior. Build and launch Lola’s loyalty program, including structure, tiers, benefits, and ongoing engagement. Lead the retention and loyalty strategy component of our digital products: the website and mobile app. Partner closely with Brand and Creative to design storytelling moments, VIP touchpoints, and experiential retention initiatives (events, access, exclusive drops). Develop segmentation, personalization, and analytics frameworks that inform lifecycle strategy and measure LTV, repeat rate, and cohort performance. Lead lifecycle channels (email, SMS, direct mail) and manage CRM/loyalty tech stack while innovating beyond traditional tactics. Manage the Sr. Retention Marketing Manager and future retention associates. Drive cross-functional alignment with Brand, Product, Ecomm, CX, and Paid Media to ensure a unified customer ecosystem. Qualifications: 7+ years in lifecycle, retention, or loyalty marketing at a high-growth DTC brand, luxury brand, or top-tier agency including 3+ years of management experience. Direct experience building or operating successful loyalty programs or community-driven customer ecosystems. Proven ability to create experiential, brand-led retention moments (events, VIP access, exclusive offerings). Strong collaboration skills with Brand/Creative teams and an ability to blend storytelling with performance. Strong analytical skills — expertise in segmentation, cohort analysis, and LTV-based strategy. Track record of owning the lifecycle roadmap and delivering measurable improvements in repeat purchase and retention. Benefits 21 days paid vacation + most federal holidays Comprehensive health, dental, and vision coverage. 16 weeks paid birth parent leave; 8 weeks for non-birth parents 55% off Lola Blankets for friends and family Opportunities for career growth and leadership as the company scales