Director of Lifecycle Marketing (6 month FTC)

As part of our continued growth, we are looking for a seasoned Director of Lifecycle Marketing (6-month maternity cover) to join our marketing team in London. This person will lead the commercial storytelling that drives product sales, repeat purchase, member engagement and lifetime profit, while developing loyalty and advocacy strategies that strengthen our membership proposition.

Lifecycle Marketing sits at the heart of our retention-driven business model. We are looking for someone with strong experience in similar retention-focused environments who can combine data-led strategy with creative, product-driven communication that converts interest into sales.

So, what will you be doing?

• Drive global member revenue including product sales by member cohort, retention rates and ultimately lifetime profit, through campaigns that blend brand storytelling with a clear sales call-to-action.
• Drive global non-member revenue including cross-category exploration, lead conversion, repeat purchase and conversion from Free Trial to membership, ensuring all lifecycle communications directly link to product discovery and purchase intent.
• Own the storytelling and product-led marketing strategy across all lifecycle channels (email, SMS, push notifications, direct mail, in-pack and more) with a strong commercial mindset focused on driving conversion, average order value and repeat sales.
• Develop and scale CRM programs rooted in the customer lifecycle to support core business objectives, from first purchase to long-term loyalty.
• Create and advance a comprehensive, data-driven segmentation strategy designed to grow lifetime value across key audience groups.
• Closely collaborate closely with creative, copy, product, and acquisition teams to ensure every campaign balances Beauty Pie’s unique brand voice with strong, product-led storytelling that inspires purchase.
• Translate brand moments and new product launches into lifecycle campaigns that sell, aligning communication calendars with trading priorities.
• Champion a test-and-learn culture focused on incremental gains in conversion, attach rate and repeat purchase.
• Define program KPIs with a commercial lens, prioritising revenue, conversion and profit over engagement alone.
• Provide strategic vision and leadership to evolve Beauty Pie’s membership proposition, ensuring the member experience continually drives product discovery and long-term value.
• Innovate in customer connection, identifying opportunities for personalisation and tailored flows that surprise and delight across all touchpoints.
• Own the Lifecycle Marketing roadmap, including experimentation, technical developments and automation opportunities.
• Identify and manage martech partners who can support lifecycle automation, optimisation and scale.
• Manage, coach and motivate a high-performing team, developing capability in commercially-driven CRM strategy and creative storytelling.
• Establish clear commercial goals for every lifecycle campaign and customer stage.
• Measure and optimise for conversion, repeat purchase, attach rate and incremental sales.
• Use insight and data to refine creative messaging and continually improve commercial performance.
• Ensure every customer journey combines emotional storytelling with clear reasons to buy.

We believe it's all about mindset, great skills, the right attitude and a fantastic work ethic. If you’re aligned to our values, excited about the opportunity, and you’re really good at what you do (even if you don’t tick all the boxes) apply anyway! 

• Extensive CRM and lifecycle marketing experience across multiple channels: email, SMS, push notifications, direct mail, in-pack marketing, etc.
• Proven track record in delivering commercial results through product-led, sales-driven storytelling that converts customers and drives measurable revenue.
• Experience building and scaling CRM programs that increase conversion, average order value, retention and lifetime profit.
• Strong balance of strategic thinking and hands-on execution, with excellent communication and leadership skills.
• Deep understanding of customer segmentation and lifecycle strategies.
• Working knowledge of marketing automation and customer data platforms, with experience applying new martech tools and techniques.
• Strong analytical mindset, able to interpret data and translate insights into actionable strategies that sell products.
• Demonstrated success leading and developing high-performing teams.
• Exceptional verbal and written communication skills to clearly present commercial plans and performance to senior stakeholders.
• Entrepreneurial, curious and commercially astute, with a constant drive to test, learn and improve.
• Thrives in a fast-paced environment with a strong bias for action and accountability.

We are not looking for someone who only builds beautiful journeys. We are looking for someone who knows how to turn storytelling into sales.