The Role
Own Fi’s lifecycle marketing strategy across email, SMS, automated journeys, segmentation, testing, retention, renewal, and winback. Manage campaign calendars, deliverability, compliance, lifecycle technology, budget, and KPI reporting. Partner with Product, Engineering, Data, Legal, Creative, and Customer Support on tracking, attribution, and customer communications. Build hands-on programs while coaching an Email Marketing Manager and optimizing engagement, revenue, retention, and list health.
Summary Generated by Built In
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.
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.
Skills Required
- 7+ years of experience in lifecycle, CRM, or retention marketing
- Experience managing direct reports
- Experience building and scaling email and SMS programs for a subscription or membership consumer brand
- Hands-on expertise with a major ESP such as Klaviyo, Braze, Attentive, Iterable, or Customer.io
- Experience with channels beyond email, including push, in-app, loyalty, referral, or winback programs
- Strong analytical skills, including defining KPIs and analyzing cohort and funnel data
- Experience partnering with Product and Engineering on event tracking, data pipelines, or CDPs such as Segment or mParticle
- Strong campaign copywriting and editing skills
- Ability to manage lifecycle strategy and hands-on execution
- Experience in pet, connected hardware, or health and wellness is preferred
- Ability to write SQL against a warehouse such as Databricks or Snowflake
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The Company
What We Do
Fi is rethinking the relationship between dogs and humans. We build products for your dog to live their best life. We are full of experienced, passionate people that have built and shipped outstanding products for Nest, Square, Google and Uber who all care about their dogs. Together, we're bringing a digital revolution to the dog space. Today's collars and leashes are relics from the past; nothing has changed since the 80's. We're using technology to improve the dog space and affect the lives of the 100 million dogs living in the US for the better. The hardest part about being a dog owner is they can't tell you when something is wrong. Fi aims to change that; even by knowing what their 'normal' day of activity is, we're already learning so much more about our dogs than we ever could before. And we're not stopping there. We're looking for people to join us who love a good challenge—and of course, dogs. We set the bar high at Fi. In our world, "impossible" means "let me find a way".
