Director of Lifecycle Marketing

The Thuma team is seeking a Director of Lifecycle Marketing. Reporting to the SVP of Digital you will lead the execution and continuing optimization of the email marketing and SMS marketing programs at Thuma.

Thuma’s Headquarters is based in the historic Presidio neighborhood of San Francisco. While we don’t mandate any in-office time, we prefer candidates based in the Bay Area but are also open to fully remote.

In recognition of the personal and professional benefits that team members gain from time spent together in person, we organize a range of events throughout each year designed to bring our entire team together!

Key Responsibilities:

• Working closely with cross-functional partners across Thuma’s Growth/Experience, Digital Product, and Brand/Creative teams, the Director of Lifecycle Marketing will:
• Own the creation and optimization of emails marketing and text marketing — ensuring brand standards are met and technical tracking is functioning
• Lead project management for all email & SMS creative deliverables, with both internal stakeholders and vendor partners
• In collaboration with the Brand and Go-to-Market teams, create a monthly playbook for email and SMS that effectively balances brand, merchandising and performance goals and needs
• Consistently review and report on the performance of Thuma’s email program and test, with focus on finding the “why” and the “now what” insights within the data
• Drive First-time Purchases by developing strategies specifically aimed at moving prospects into first time customers via automations, flows. We’re not promotional so value creation in other ways is key 
• Drive Repeat Purchases by developing strategies specifically aimed at moving customers from their first purchase to their second, third, fourth, and beyond. Identify and target segments of one-time buyers with personalized campaigns to encourage repeat buying behavior.
• Oversee the development and execution of comprehensive lifecycle marketing strategies to enhance customer retention, upselling, cross-selling, and referrals.
• Collaborate with cross-functional teams, including Growth, Product, Insights, and Data, to ensure alignment and effectiveness of marketing initiatives
• Own the proposal of modifications and tests to run for Thuma’s email and SMS strategy, based on holistic review of the email program performance, account structure, and other brand inspiration
• Build new email + SMS automations/flows that support Thuma’s core business objectives and new Lifecycle initiatives, including improving prospect conversion to customer and building long-term customer loyalty
• Develop foundational understanding of how Thuma customers buy (i.e. which products, which marketing channels), and use that information to propose new automations, personalization in emails, and A/B tests to execute
• In collaboration with the SVP Digital, identify priority tests for email + SMS collection on the Thuma site, and report on how those changes impact both sign-ups and prospect conversion to customers
• Working with the SVP Digital and other cross-functional partners across departments, help develop, build and test new programs and solutions that remove hurdles to customer loyalty, give Thuma’s customers a reason to come back, and ultimately build a beloved home & furniture brand
• Support lifecycle marketing execution elements of key cross-functional projects (e.g. Thuma’s recent NYC retail launch and upcoming launches)
• Support with ad hoc analysis and reporting around repeat purchase behavior and the overall impact of Lifecycle initiatives, including for cross-functional and executive stakeholders

This Might Describe You:

• Detail-oriented, a second sense for catching typos, linking errors and design inconsistencies
• Successful track record of developing retention marketing strategies, executing, measuring, and delivering on revenue-focused performance targets in a high-growth business
• A natural investigator, with a passion for finding nuggets of information within performance data and finding ways to drive success with that information
• A highly organized and team-first individual who can build cross-functional alignment through clear and consistent communication
• Experience developing campaign calendars and automated marketing strategies for large eComm brands
• Hands on experience with data analytics tools and marketing platforms (ie: Tableau, Klaviyo, Yotpo or similar tools) with a large customer database

What You'll Need:

• 7+ years of experience in eCommerce and/or Marketing function at an eComm/DTC brand
• 5+ years of direct experience in Lifecycle Marketing or Retention Marketing, leading the creation of multi-pronged automated flows, building campaign calendars, and QA testing emails sent to 100K+ people
• Strong cross-functional collaboration and communication skills. This role will work effectively with team members across not only the Digital team, but all Thuma departments. 
• Strong organizational and project management experience.
• An ability to manage competing priorities and timelines, to consistently communicate on project progress, and to thoughtfully, but clearly share project prioritization to both upward leadership and cross-functional partners.
• Aptitude for reviewing and using data from disparate and sometimes conflicting sources 

Why Join Us 

Equity/401k: Participation in employee stock option plan and our 401k program where we will match up to 6% of your contributions

Benefits: Comprehensive medical, dental + vision coverage options with generous employer contributions 

Extras: 12 weeks of paid parental leave and company sponsored membership at One Medical

Dream Setup: MacBook Air, Airpod Pros, Magic Mouse, Magic Keyboard, Display Screen

Flex Time: Run errands as needed, just get your stuff done

Flexible PTO: We believe healthy, happy, relaxed people do better work

Hybrid: Flexibility to work between your home and our office with everything you need to be successful in both

Employee Discount: We provide an employee discount of 40% off all Thuma products

Cell Phone Stipend: $100 per month to recognize that you will use your cell phone for work related things

Commute Reimbursement: Up to $150 per month for your commute to our office

Room Upgrade: A complimentary product credit when you start, worth up to $2,000

Who We Are

Thuma is a bedroom lifestyle brand, offering customers Bed Time essentials and amenities designed to celebrate life’s simple pleasures through thoughtful elevated design, quality craftsmanship, and modern convenience. 

We recognize that people come with a wealth of knowledge and are talented beyond the scope of a functional role. If this sounds like you, we encourage you to apply even if your experience doesn’t precisely match our job description. We hire for integrity, initiative, collaborative spirit, open mindedness, and willingness to learn. 

Thuma is dedicated to going above and beyond to bring people with diverse perspectives and unique experiences together to do great work. We strive to create a sense of belonging by creating an inclusive culture where everyone can be their authentic self and by treating each and every team member with kindness, equity, and respect, always.