Head of Lifecycle And Dtc Strategy

Summary

Join Harry's Inc. as their Head of Lifecycle + DTC Strategy and lead the development and execution of lifecycle marketing and direct-to-consumer (DTC) strategies for the Lume and Mando brands. This cross-functional role requires a deep understanding of DTC customers, their journey, and the product portfolio. You will manage a team, guide strategy development, optimize lifecycle marketing through A/B testing, and analyze customer behavior to identify gaps in merchandising. The ideal candidate possesses 7+ years of experience in lifecycle and DTC strategy, strong analytical skills, and expertise in CRM and customer journey optimization. This position offers a competitive salary, comprehensive benefits, and the opportunity to contribute significantly to a fast-growing company.

Requirements

• Bachelor’s Degree - ideally in business, marketing, analytical or technical field
• 7+ years developing Lifecycle and DTC strategy, with substantial hands-on experience
• Able to highlight specific examples of designing tests for specific cohorts that changed their experience and drove incremental revenue
• 5+ years of Ecommerce experience, ideally for a DTC brand
• Strong business acumen and analytical skills, with the ability to leverage limited data to inform decision-making and turn it into clear, actionable narratives
• Comfortable developing & executing CRM A/B tests and measuring incrementality
• ESP expert; Klaviyo experience a big plus
• Customer journey optimization expert - from lead capture to acquisition to engagement, retention and winback
• Strategic leader with an ability to rally cross-functional teams toward common goals
• Systems thinker; able to understand how our Lifecycle program should contribute to overall long-term business results
• Self-starter with a high degree of follow-through; can own and take tasks to completion
• Project management abilities, both independently and across teams
• Proficient in Excel; experience with data visualization tools (e.g. Looker) a plus
• Able to get things done without perfect resources; work with a sense of urgency
• Proactively helps others, positive attitude, and good sense of humor
• Agile and comfortable with a fast-paced environment and change

Responsibilities

• Establish a deep understanding of DTC customers, their customer journey stages, our product portfolio, and business dynamics
• Manage and coach direct reports for high performance and engagement
• Guide strategy on testing roadmaps and monthly calendar development; help answer questions like: how should the calendar be differentiated for different customer segments?
• Drive framework to track CRM performance across customer journey stages
• Optimize lifecycle marketing through A/B testing, including: list building, segmentation + personalized workflows
• Optimize lifecycle marketing through A/B testing, including: automation rules and triggers
• Optimize lifecycle marketing through A/B testing, including: nurtures to build relationships
• Optimize lifecycle marketing through A/B testing, including: dynamic content
• Share regular lifecycle performance updates, including a monthly review for the most important initiatives and KPIs across customer journey stages
• Analyze customer behavior and product performance to identify gaps in our merchandising strategy, and create strategic recommendations to address those gaps
• Partner with cross-functional teams to improve brand storytelling, product education, and surface customer stories across the Lume and Mando websites
• Be a voice for DTC in cross-functional discussions, including: marketing planning
• Be a voice for DTC in cross-functional discussions, including: new product introduction
• Be a voice for DTC in cross-functional discussions, including: demand planning
• Be a voice for DTC in cross-functional discussions, including: channel strategy
• Support the go-to-market strategy for new product launches, in partnership with cross-functional stakeholders

Preferred Qualifications

• Personal care and/or CPG experience is a plus
• Obsessive attention to detail

Benefits

• Medical, dental, and vision coverage
• 401k match
• Equity in Harry’s
• Flexible time off and working hours
• Wellness and L&D stipends
• 4 weeks sabbatical after 5 years, 6 weeks after 10 years, and 8 weeks after 15 years
• Up to 20 weeks of pregnancy leave and up to 16 weeks of parental leave
• Fun IRL and virtual events including happy hours, team building events, and parties on our rooftop
• Free products from all of our brands