Lifecycle Marketing Director

Who We Are

Sans is on a mission to build the next great consumer hardware brand, with a laser focus on products that help people live healthier lives at home. We started with a category-leading air purifier before expanding to a best-in-class countertop water purifier that actually works to eliminate harmful contaminants – and our product roadmap is just getting started.

We’re a small, ambitious team that believes deeply in our ability to create a meaningful consumer brand. We move fast, learn quickly, and consistently outperform much larger competitors.

Your Role

Lifecycle Marketing is a core growth and profitability engine at Sans. It is responsible for how we convert, engage, and retain customers - and ultimately how we drive long-term customer value.

The Director of Lifecycle Marketing will own lifecycle as a business within the business, with clear accountability for retention, LTV, and lifecycle-driven revenue across email, SMS, subscriptions, and direct mail. This role will also own new customer conversion through lead / drip series & re-engagement strategies. This role will define the lifecycle strategy, build scalable systems, and lead a team to drive both short-term revenue and long-term contribution margin.

This role reports directly to the President and partners closely with Growth, eCommerce, Product, CX, and Creative.

The ideal candidate has deep experience owning lifecycle revenue, not just executing campaigns. They are highly analytical, think in systems (not channels), and can translate customer behavior into clear strategies that drive measurable business impact.

Responsibilities and Duties

• Own Lifecycle as a Revenue Driver - Own lifecycle as a core revenue channel, with accountability for repeat purchase rate, LTV, contribution margin, revenue per subscriber, and overall retention performance. Partnership with growth and ecommerce across lifecycle touchpoints (incl. Lead conversion for new customers) is required to be successful in this role.
• Define and Lead Lifecycle Strategy - Develop and own a cohesive lifecycle strategy across onboarding, retention, and reactivation - aligned to company revenue and profitability goals.
• Own Customer Journey and Retention Systems - Define and optimize the end-to-end customer journey from first purchase to repeat customer to subscriber, improving key metrics such as time to second purchase, product adoption, and long-term retention.
• Own Subscription Growth and Economics - Lead subscription as a core growth lever, driving attach rate, retention, and LTV through improvements in on-site conversion, post-purchase upsell, and ongoing engagement.
• Own Lifecycle Revenue Levers - Partner with Growth and eCommerce to define and optimize key revenue levers including pricing communication, discounts, bundles, upsell/cross-sell, and incentives - balancing conversion, AOV, contribution margin, and brand perception.