Director of Lifecycle Marketing
Job Description
Welcome to Fi.
We’re a passionate team from Square, Google, Oura, Peloton, Uber, and more working to transform the human-pet relationship. Our mission? Develop cutting-edge technology to revolutionize what it means to be a pet parent. The pet industry remains firmly stuck in the past and we are here to change that. Fi is leveraging our team's talent and expertise to improve the lives of millions of pets in the U.S. Real-time location tracking, activity, sleep and behavior monitoring – and that's just the beginning.
The most exciting aspect of our work? Bridging the communication gap between pets and humans. Imagine a world where everyone knows how their pet feels in real time and how to keep their best friend in good shape. That's the future we're building at Fi.
If you're someone who thrives in innovative, collaborative work environments and feels strongly about helping pets live longer, better lives, Fi could be the perfect fit. Join us in our pursuit of the “impossible,” or as we call it here “let me find a way,” to redefine the future of pet ownership together.
Fi is looking for a Director of Lifecycle Marketing!
Fi is looking for a Director of Lifecycle Marketing to own the entire customer journey outside paid and social, from the first email a prospect opens to the renewal that keeps a member with us for years. You'll set the strategy for how, when, and to whom Fi communicates, then build the flows and campaigns that bring it to life, working hands-on in the tool as much as on the roadmap.
What You'll Do:
• Own the lifecycle comms calendar, tying every email and SMS send to launches, promotions, seasonal moments, and brand campaigns
• Set cadence and volume strategy across the base, balancing reach against fatigue, unsubscribes, and complaints
• Define segmentation by lifecycle stage, engagement, product ownership, and behavior, and set the mix of value content vs. promotional sends
• Design, build, and optimize automated flows across the full journey: lead nurture, onboarding, activation, engagement, winback, and renewal
• Partner with Product and Engineering on list growth and event tracking, defining the triggers, opt-in moments, and app, collar, and web events your programs run on
• Own the testing roadmap across subject lines, timing, content, and offers, and turn results into a living playbook
• Track and report on lifecycle KPIs: engagement, attributed revenue, retention, reactivation, list health, and deliverability
• Own deliverability and compliance (CAN-SPAM, TCPA), partnering with Legal and IT as needed
• Manage the lifecycle tech stack and budget, including tools, integrations, and agency or freelance support
• Coach and develop your Email Marketing Manager, setting priorities and reviewing their work
• Work with Brand Creative on copy and design, Customer Support on member feedback, and Data on attribution
What You'll Bring:
• 7+ years in lifecycle, CRM, or retention marketing, including managing direct reports
• A track record building and scaling email/SMS programs for a subscription or membership consumer brand, ideally in pet, connected hardware, or health and wellness
• Deep hands-on expertise in a major ESP (Klaviyo, Braze, Attentive, Iterable, Customer.io), with range beyond email into push, in-app, or loyalty, referral, and winback programs
• Strong analytical chops: you define KPIs, read cohort and funnel data, and bonus if you can write your own SQL against a warehouse like Databricks or Snowflake
• Experience working with Product and Engineering on event tracking, data pipelines, or CDPs like Segment or mParticle
• Sharp writing instincts and the ability to write and edit campaign copy yourself
• Comfort moving between big-picture strategy and hands-on execution in the same day
Why You'll Love Us:
• Time to Recharge: Enjoy flexible PTO to take the breaks you need.
• Top-Notch Health Coverage: We’ve got your back (and teeth and eyes) with full medical, dental, and vision insurance.
• Wellness Perks: Free access to One Medical, Kindbody, and Talkspace to keep you feeling your best.
• Dog-Friendly Office: Bring your pup to work — they’re part of the team, too.
• Give Back to the Pups: Make tails wag with a $500 annual donation to a dog charity of your choice through our BarkBack Program.
• Free Fi Membership: Your furry best friend(s) get all the benefits of a Fi collar, on us!
• Love for Friends + Family: Share the Fi magic with loved ones through our gifting program.
Requirements
Team: Marketing