Paka Apparel Director of Lifecycle Marketing Remote · Full time Company website

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Founded in Peru, our mission is to create natural, all-purpose clothing for people who love the outdoors. We’re doing this by innovating with alpaca fiber and other materials that are healthier for people and the planet, so that consumers can connect to our natural world, make more conscious choices, and support the communities where our products come from.

Title: Director of Lifecycle Marketing

Reports to: VP E-Commerce

Location: Remote: Denver + NYC given preference

PAKA Overview

Founded in Peru, our mission is to inspire a life connected to source. We create natural, adventure clothing for people to discover the world. We’re doing this by innovating with alpaca fiber and other natural materials that are healthier for people and the planet, so that consumers can connect to our natural world, make more conscious choices, and support the communities where our products come from.

Role Overview

We’ve got an exciting opportunity for a Lifecycle Marketing Director to join our team and make a real impact. This is a strategic leadership role where you’ll be responsible for building and growing our lifecycle marketing capabilities. As part of our eCommerce team, you’ll oversee and drive the entire customer journey from acquisition to retention and advocacy. You’ll be designing, implementing, and optimizing marketing strategies that boost customer engagement, reduce churn, and increase customer LTV. Working closely with teams across product, data, and finance, you’ll be a key driver in delivering measurable results that propel our business forward.

Key Responsibilities

• Build and own the lifecycle marketing strategy from the ground up, defining the roadmap, priorities, operating model, and channel strategy across the full customer journey from acquisition through retention, loyalty, and advocacy.
• Establish lifecycle marketing foundations, including segmentation strategy, customer cohorts, journey architecture, personalization frameworks, testing roadmaps, and measurement capabilities.
• Build and optimize CRM programs across email, SMS, push, and emerging channels, creating automated journeys, campaigns, and experiences that move customers through the funnel.
• Partner with data & analytics teams to develop customer insights, identify growth opportunities, establish reporting frameworks, and translate customer behavior into actionable strategies.
• Create a testing and optimization culture, leveraging experimentation, personalization, and performance insights to continuously improve lifecycle effectiveness.
• Develop loyalty, referral, and advocacy strategies that deepen customer relationships and increase brand engagement.
• Leverage AI, predictive analytics, and dynamic personalization to deliver more relevant customer experiences at scale. 
• Define attribution frameworks and measure lifecycle incrementality across owned channels.

Strategic Objectives & Performance Goals

• Grow owned channel revenue (email + SMS) while maintaining/improving engagement and deliverability benchmarks.
• Increase first to second purchase conversion by building stronger post-purchase journeys and customer education programs.
• Launch and optimize lifecycle foundation (Klaviyo architecture, segmentation, reporting, testing roadmap) within the first 90 days.
• Improve retention of high-value customers by X% through VIP segmentation, personalization, and loyalty initiatives.
• Increase our CAC:LTV ratio by the end of FY27.
• Increase repeat purchase rate and Average Order Value (AOV).
• Decrease churn through increased customer engagement.

Performance Framework

• Strategic Thinking & Lifecycle Roadmap: Clear, structured thinking anchored in the full customer journey (from acquisition to advocacy). Balanced protecting the core business with thoughtful expansion into new segments and retention initiatives.
• Cross-Functional Partnership: Strong partnership mindset. Demonstrated ability to integrate inputs from product, data analytics, e-commerce, and finance to ensure lifecycle efforts are aligned with broader business objectives and revenue targets.
• Judgment & Decision-Making: Shows sound judgment in balancing long term CRM investments with immediate revenue goals, identifying areas for testing, automation, and personalization.
• Customer & Lifecycle Insight: Strong clarity on customer positioning, utilizing data-driven insights to fuel personalized journeys, VIP segmentation, and loyalty initiatives that drive measurable engagement.
• Execution Orientation: Grounded in commercial realities and operational considerations, with a clear understanding of revenue impact, key retention metrics (LTV, churn), and CRM platform efficiency.

About You

You’re a strategic, customer obsessed marketing leader ready to build something meaningful. You bring deep experience across the full customer journey and are energized by the opportunity to create, evolve, and scale lifecycle marketing in a growing brand. You’re equal parts strategist and builder and someone who can see the big picture while rolling up your sleeves to bring ideas to life.

You understand that great brands are built through thoughtful experiences and lasting relationships. With a strong foundation in lifecycle marketing, you know how to create meaningful connections from a customer’s first interaction through every step of their journey turning customers into loyal advocates.

You thrive in collaborative, cross functional environments and know how to bring teams together around a shared vision. You use customer insights, analytics, and experimentation to uncover opportunities, make smarter decisions, and build programs that drive measurable impact.

Whether you’re creating new ways of working, optimizing the customer experience, or building the next evolution of our lifecycle ecosystem, you’re passionate about creating authentic experiences that reflect the values of the brand and inspire customers to come back again and again.

You Are:

• A builder at heart, you've launched or rebuilt lifecycle/CRM programs from the ground up and thrive on creating the foundation, not just optimizing what's already in place. 
• Analytically rigorous, but creatively minded.  
• Adaptable and resourceful, thriving in a fast-paced, high-growth environment.
• Comfortable operating with a fair amount of ambiguity and autonomy.
• A natural collaborator, who can work across multiple departments and build strong relationships.
• Curious and constantly driven to learn more

Position Requirements:

• 7-10+ years of marketing experience, with at least 3-5 years focused specifically on lifecycle, CRM, retention, or email/SMS marketing.
• Proven track record designing and scaling customer journeys across email, SMS, and push, with measurable impact on retention, repeat purchase rate, or LTV.
• Deep hands-on expertise with Klaviyo, Shopify, Attentive, GA4, Northbeam, Elevar, or similar marketing technology ecosystems. 
• Experience managing or mentoring a team, or building out a team as the function scales.
• Bachelor's degree or equivalent practical experience.
• Prior experience in DTC ecommerce required; experience in apparel, outdoor, or sustainability-focused brands strongly preferred.

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PAKA is an equal opportunity employer. We consider all qualified applicants without regard to any characteristic protected by law. Reasonable accommodations are available during the application process upon request.