Director of Lifecycle

The Opportunity

As the Director of Lifecycle, you will own the end-to-end lifecycle business — not just channels, but the customer economics that drive repeat revenue and profitability at Caraway. This role is accountable for defining how lifecycle contributes to company growth, including LTV expansion, repeat purchase velocity, margin efficiency, and customer cohort quality.

This is a senior, strategic leadership role. You are not managing campaigns — you are building and operating a lifecycle system that influences how the business acquires, converts, retains, and grows customers over time. You will set the lifecycle strategy, define KPI ownership, and lead cross-functional initiatives that materially change customer behavior and financial outcomes.

You will partner closely with Growth, Finance, Data, Creative, and Digital Product to ensure lifecycle is fully integrated into acquisition strategy, product experience, and company planning. You will also own the operating model for lifecycle, ensuring the team is structured, prioritized, and accountable to business outcomes — not just execution.

Who You Are:

You are a strategic lifecycle leader with deep experience building retention and customer growth systems within high-growth DTC or ecommerce businesses. You understand lifecycle not simply as a marketing channel, but as a core business driver — using customer insights, cohort analysis, and financial rigor to influence LTV, repeat purchase behavior, contribution margin, and long-term profitability. Commercially minded and highly analytical, you know how to identify structural growth opportunities across the customer journey and build scalable strategies that materially impact business performance.

You are a thoughtful and direct communicator who can influence cross-functional stakeholders. Comfortable operating at both the strategic and operational levels, you thrive in fast-paced environments, bring a strong sense of ownership and accountability to your work, and are energized by building high-performing teams, challenging existing assumptions, and driving meaningful business impact.

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 (not attributed revenue)
• Build a long-term lifecycle strategy that identifies structural growth levers across the customer journey, including onboarding, repeat behavior, cross-category expansion, and reactivation
• Lead the development of lifecycle architecture, including segmentation strategy, automation systems, personalization frameworks, and channel orchestration across Email, SMS, Direct Mail, and emerging channels
• Design and implement pricing and incentive governance across lifecycle to balance growth and margin, including testing frameworks for offer strategy, discounting, and payback
• Partner with Finance and Data to establish clear incrementality measurement, cohort analysis, and forecasting models tied to lifecycle performance
• Drive cross-functional initiatives that improve lifecycle outcomes at a systems level (e.g., welcome offer strategy, product merchandising alignment, PDP/onsite conversion improvements, post-purchase experience)
• Translate complex data into clear strategic direction, identifying root causes of performance issues and defining actions that unlock scale
• Establish a disciplined experimentation framework focused on high-impact lifecycle changes, not incremental campaign testing
• 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

Knowledge, Skills & Abilities:

• 8–10+ years of experience in lifecycle, retention, or growth roles within a high-growth DTC or ecommerce business
• 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

The anticipated base salary for this role ranges from $170,000 - 190,000. Final compensation will depend on a variety of factors determining the base pay at offer, including but not limited to: skills, qualifications, and experience. 

Life at Caraway:

Who We Are:

Caraway is a home goods brand on a mission to craft well-designed, non-toxic essentials that thoughtfully raises the standards of what you cook with. We’re passionate about creating elevated products, made without forever chemicals, that are better for you, your family, and the planet. We prioritize a holistic approach to the creation of Caraway products. We partner with ethical manufacturers where their employees are safe, paid fairly, given benefits, and work regulated hours. Our eco-friendly manufacturing process emits less CO2 than traditional non-stick coatings, and we use sustainable packaging practices and ship in packaging made from recycled materials. We pride ourselves on continuously striving to do and be better—for you and the planet—in every step of the process.

Since launching in November 2019, we’ve become one of the fastest growing digitally-native brands of the last decade and are now sold in retailers including Target, Bloomingdale’s, Crate & Barrel, The Container Store, Costco, Zola, and many more.

We’ve amassed over 150,000+ five-star reviews from more than 2.5M+ happy customers and thousands of press hits from the likes of Vogue, Domino, Good Housekeeping, Food & Wine, Architectural Digest, PureWow, Fortune, and CNN.

Team: You will be joining a passionate and collaborative fully-remote team that prides itself on high-quality work, supporting one another, sharing our successes, and building a brand we truly love, together.

Culture: At Caraway, we value continuous learning and career growth. We strive to continually optimize our processes, ensuring that we’re thoughtful in everything we do, both internally and externally. We listen to our employees, celebrate our wins, and constantly look for ways to be better for our team, and the world. 

Workplace: Being a fully-remote company, we have no headquarters and are truly distributed across the country. Our leadership team sits on both the East and West Coast and we have folks in a variety of states. We offer a monthly stipend towards co-working space should folks need to switch up their working environment every now and then.

Benefits: We value you and your family. With this in mind, full-time eligible employees are provided: 

• Equity: We believe in our product and that the sky's the limit for where our business is going. You are an asset to Caraway’s success and we think you should be rewarded for it.
• 401k: A 3% company match to help you plan for for your future
• Benefits: Comprehensive medical, dental + vision coverage options with generous employer contributions + access to FSA/HSA/Dependent Care FSA’s
• Parental Leave: Up to 12 weeks of fully paid parental leave, depending on tenure, and access to additional fertility care services via KindBody
• A Setup that works for you: From MacBook to PC, we’ve got you covered. Let us know what you prefer and we’ll get your at-home set up stocked! 
• Elevate your Workspace: Annual reimbursements for you to elevate your workspace, from standing desks to desktop succulents, you got it!
• Fully Remote: Need to pick up the kids? No problem. Have a doctor’s appointment? Enjoy! Flexibility when you need it most. 
• Coworking Reimbursement: Need a break from the home setting? Monthly reimbursements for you to get out of the house and work from anywhere. From day passes, to monthly memberships, the world is your oyster, we mean office. 
• Events + Swag: Connection is top of mind (Yes, even in our completely remote environment). We have monthly virtual events, company wide offsites, and many opportunities for new Caraway swag!
• Leveling Up with Caraway: In addition to exciting opportunities and exposure in your day-to-day work, we offer annual reimbursements to full-time employees to support their professional development aspirations!
• #AwayFromCaraway: We believe healthy, happy humans do better work. We offer unlimited PTO in addition to our 11+ paid annual holidays and quarterly wellness days.
• Wellness Reimbursement: Monthly reimbursements for you to stay well. From meal services to gym memberships to monthly massages, we want our team to have the flexibility to choose what wellness means for them.
• Employee Discount: We provide an employee discount on all Caraway Home products so you can continue to level up your kitchen and home life, too! 
• Home Upgrade(s): Complimentary product as a new hire + continuous to expand your Caraway Home collection.

Caraway is an Equal Opportunity & Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status.