The Role
The VP will oversee customer growth strategies integrating acquisition and retention, optimizing marketing channels, and leveraging AI for effective lifecycle marketing. This role requires leadership in driving sustainable growth and collaboration across departments.
Summary Generated by Built In
We are the champions of childhood
Hanna Andersson is a Portland, Oregon-based premier kids and baby clothing brand. Our clothes are made to play, made to last, and designed to let kids be kids. We have core commitments to design, quality, and sustainability, and we believe in helping families create meaningful everyday moments. These principles guide the Hanna Way, and lead to an experience authentically different from other children’s brands.
We cultivate our unique brand by hiring team members who believe in these values, own a customer service mindset, and who are innovative, results-oriented, and comfortable working in a collaborative and growth-driven work environment. We all share in our brand’s success, and we actively encourage our team members to maintain a healthy balance in their daily lives.
Position Summary
The VP, Customer Growth & Lifecycle Marketing will be at the heart of Hanna Andersson’s customer growth engine (integrating acquisition, retention, and CRM strategy) to expand reach, deepen engagement, and maximize lifetime value. This leader will own the customer journey end-to-end, uniting performance marketing and lifecycle marketing under a cohesive growth framework that drives sustainable, profitable growth through precision, personalization, and insight.
As a key member of the Digital leadership team, this role will strengthen the bridge between Brand, Digital, and Finance to ensure disciplined investment, measurable outcomes, and seamless customer experiences that deliver both emotional connection and commercial impact.
The ideal candidate brings deep expertise in new customer acquisition, growth experimentation, and lifecycle marketing, and will help shape how Hanna integrates customer, digital, and data strategies, including the thoughtful use of AI-powered tools to enable personalization, forecasting, and optimization at scale.
Location: Remote (West Coast) or Portland, OR (Hybrid)
Essential Duties
- Lead Hanna’s customer growth strategy end-to-end, integrating new customer acquisition, retention, and CRM to drive scalable, profitable growth and deepen customer relationships.
- Oversee paid performance channels (search, social, affiliate, programmatic, retargeting) to optimize CAC, ROAS, and incremental revenue while advancing growth experimentation and new channel discovery.
- Develop and execute a cohesive lifecycle marketing framework that connects acquisition, retention, and reactivation to maximize engagement and loyalty across key journey moments.
- Leverage segmentation, automation, and personalization, enhanced by AI-driven insightsto deliver relevant, data-informed experiences across owned channels (email, SMS, and site).
- Partner with Brand, Creative, and Product teams to ensure growth messaging and offers align with Hanna’s storytelling and customer value proposition.
- Collaborate with Finance and Digital Operations to manage investment allocation, performance forecasting, and ROI tracking for efficient spend and measurable outcomes.
- Work with Technology and Data teams to evolve Hanna’s martech ecosystem for real-time decision-making, optimization, and marketing agility.
- Champion a test-and-learn culture that fosters experimentation, continuous improvement, and performance innovation across the customer journey.
- Lead, mentor, and inspire a high-performing team focused on curiosity, accountability, and data-informed growth practices.
- Serve as a key digital leader, partnering with the Chief Digital Officer and peers across Brand and Technology to advance personalization, omnichannel integration, and customer experience innovation.
Qualifications
- 12+ years of progressive experience in growth, performance, and lifecycle marketing, including 5+ years in senior leadership within a high-growth retail or DTC environment.
- Proven success driving new customer acquisition and scaling profitable growth through multi-channel media strategy, performance optimization, and experimentation.
- Deep experience with CRM, retention, and loyalty programs that drive long-term customer value and advocacy.
- Strong analytical and strategic mindset with expertise in marketing measurement frameworks (CAC, LTV, ROAS, incrementality).
- Demonstrated ability to manage large-scale marketing budgets with focus on efficiency, accountability, and sustained profitability.
- Fluency with modern marketing platforms that incorporate AI and automation (e.g., Klaviyo, Iterable, Meta Advantage+, GA4, Looker, Amplitude).
- Exceptional collaboration skills with Brand, Creative, Product, Technology, and Finance to align storytelling with commercial outcomes.
- Inspirational leadership style grounded in curiosity, empathy, and operational rigor.
Reporting Structure
- This role reports to the Chief Digital Officer and leads the CRM, Lifecycle, and Performance Marketing teams. It partners closely with the Analytics team (which reports into the CDO), as well as Technology, Site Operations, and Brand to ensure integration and alignment across customer growth, data, and digital experience strategies.
Hanna Talent Cultivation Standards:
With a rise in cyber-criminal activity, please note Hanna will never:
-Ask for any sensitive personal information via email, text, or other forms of instant messaging
-Interview you via email and/or send you a list of questions in lieu of an interview
-Extend an offer without speaking to you via phone or video call
-Ask for bank account or financial information during the recruiting process
Legitimate email communication will only be done to and from @hannaandersson.com email addresses. Please examine messages carefully to ensure this is the domain you are receiving messages from, as cybercriminals may also utilize domains that look similar but may have one letter off (such as @hannaandersson.com).
Legitimate candidate application submissions are received directly from the applicant. All unsolicited third-party submissions will be considered illegitimate and will not be reviewed or considered for hire.
Hanna Andersson provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws.
This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training. As an Equal Opportunity Employer, Hanna Andersson prohibits discrimination, harassment, and retaliation of any kind. Hanna Andersson encourages applicants of all ages.
Top Skills
Ai-Driven Tools
Amplitude
Ga4
Iterable
Klaviyo
Looker
Meta Advantage+
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The Company
What We Do
At Hanna, our core purpose is making childhood moments that matter. We will achieve this primarily through our enthusiastic associates who own the business by working collaboratively, through truth and transparency, to build sustainable solutions that grow our company, our team and ourselves in service to the customer.
Our product is comfortable, functional, easy-care, yet fun and we like to think our workplace is as well. If you want to learn more about Hanna, check us out on Instagram at #happyhannas
We strongly believe in giving back to the communities in which we live and work. We are dedicated to being responsible business partners with our customers, our vendors, our communities and our associates.
