Director, Lifecycle Marketing

We are seeking a Director, Lifecycle Marketing for our core Auction.com marketplace business to drive engagement, education, nurturing, and ultimately transactions across our new and existing customer base. This leader will own the strategy and execution of lifecycle marketing programs to reach customers through both owned and paid channels, including on-platform and mobile app merchandising.
The ideal candidate has a customer-centric mindset and proven expertise in lifecycle marketing, demand generation, nurture strategy, audience segmentation, funnel optimization, and marketing automation. They are comfortable leveraging marketing technology solutions to achieve business objectives, including Customer 360 (C360) platforms, customer data platforms (CDPs), ad networks (DSPs/SSPs), and communication platforms such as Twilio and Salesforce Marketing Cloud. These technologies support engagement across email, SMS, mobile push, in-product notifications, and off-platform retargeting.
This role will partner closely with executives and teams across sales, analytics, operations, creative, product, and customer-facing functions to develop and execute lifecycle marketing strategies. The ideal candidate is comfortable leading cross-functional discussions, demonstrates strong business and technical acumen, and has a proven track record of collaboration and delivering high-value business outcomes.
Reports to: SVP, Marketing
KEY RESPONSIBILITIES
Funnel Strategy – Partner with demand generation and upper-funnel programs to create a seamless customer experience through the middle and lower funnel stages. Manage end-to-end journeys across paid, owned, earned, and syndication channels to nurture, educate, and convert high-intent buyers.
Audience Segmentation – Apply a customer-centric approach to audience and segmentation analytics. Partner with the data science team to leverage models that inform campaign targeting, messaging, nurturing, and conversion strategies. Develop differentiated approaches for key buyer personas, including first-time buyers and experienced investors.
Lifecycle Marketing & Nurture Strategy – Design and manage highly segmented, intent-based nurture journeys across in-product merchandising, email, SMS, digital retargeting, and direct mail. Engage early-tenure customers and nurture them into bidders and transactors. Develop win-back and reactivation programs for lapsed bidders, as well as post-win journeys that support a smooth closing process and encourage repeat purchases.
Customer Education & Retention – Partner with the brand and content teams to develop and leverage educational content that guides customers through their first purchase. Build a strong understanding of high-value customers and develop retention strategies that keep them engaged and purchasing.
Cross-Functional Collaboration – Serve as the marketing lead and strategic partner to Product and Technology, helping inform product planning, features, requirements, roadmaps, and go-to-market strategies.
Experimentation & Measurement – Own lifecycle KPIs, including bidder conversion, repeat-buyer rate, retention, and revenue impact. Establish a test-and-learn program using A/B testing, holdout groups, and incrementality measurement to demonstrate and improve program performance.
Compliance & Governance – Partner with Legal and Privacy to ensure programs comply with applicable requirements, including TCPA and 10DLC consent requirements for SMS, CAN-SPAM, and audience-targeting permissions. Maintain standards for consent, suppression, and deliverability.
AI & Automation – Champion the thoughtful adoption of AI and automation to improve personalization, content development, experimentation velocity, and campaign operations.
QUALIFICATIONS


10+ years of experience in B2C or marketplace lifecycle, CRM, or growth marketing.


5+ years of direct people management experience, including leading managers.


Hands-on experience with enterprise marketing automation platforms (e.g., Salesforce Marketing Cloud) and CDPs to build, activate, and orchestrate audiences across channels.


Proven ownership of revenue-driven lifecycle programs, with accountability for performance targets and measurable business growth.


Strong analytical fluency, including experimentation design, holdout and incrementality testing, and attribution.


Working knowledge of messaging compliance and privacy requirements (e.g., TCPA, CAN-SPAM, and CCPA).


Experience in real estate, fintech, auctions, or other high-consideration marketplaces preferred.


Bachelor's degree or equivalent practical experience.