VP, Customer Growth Lifecycle Marketing

📋 Description

• • Own and orchestrate Hanna Andersson’s entire customer growth engine—uniting paid acquisition, retention, CRM, and lifecycle marketing into one high-impact, profit-focused strategy that turns every touchpoint into a moment of childhood magic and measurable revenue.
• • Architect and scale a best-in-class performance marketing portfolio across paid search, paid social, affiliate, programmatic, and retargeting, relentlessly optimizing CAC, ROAS, and incremental revenue while running a disciplined test-and-learn roadmap that surfaces new channels and audiences before the competition.
• • Design and deploy a cohesive lifecycle marketing framework that maps the full customer journey—from first click to lifelong Hanna advocate—using segmentation, predictive modeling, and AI-powered personalization to deliver the right story, offer, and product at the right moment across email, SMS, push, on-site, and emerging owned channels.
• • Partner shoulder-to-shoulder with Brand, Creative, and Product to ensure every growth initiative amplifies Hanna’s playful, premium, and sustainable DNA, translating brand storytelling into conversion-driving creative and experiences that feel native to childhood and authentic to parents.
• • Collaborate with Finance and Digital Operations to build transparent investment models, rolling forecasts, and scenario planning that balance bold growth bets with disciplined P&L stewardship, ensuring every marketing dollar is accountable to both short-term revenue and long-term lifetime value.
• • Work with Technology and Data teams to evolve Hanna’s martech stack—Klaviyo, Iterable, GA4, Looker, Amplitude, and emerging AI tools—into a real-time decision engine that enables dynamic content, offer optimization, and rapid experimentation without technical bottlenecks.
• • Champion a culture of curiosity and accountability across a high-performing team of CRM, lifecycle, and performance marketers; mentor leaders and individual contributors alike to sharpen analytical rigor, creative risk-taking, and customer empathy in every campaign and experiment.
• • Serve as a key member of the Digital leadership team alongside the Chief Digital Officer, influencing omnichannel integration, personalization roadmaps, and customer experience innovations that position Hanna Andersson as the most loved and most profitable children’s apparel brand in North America.
• • Translate complex data into clear, actionable narratives for executive stakeholders, board members, and cross-functional partners, ensuring the voice of the customer and the health of the business are always in lockstep.
• • Foster an inclusive, remote-first environment that celebrates West Coast flexibility and Portland creativity, modeling Hanna’s commitment to work-life balance, sustainability, and the joyful spirit of childhood in every internal meeting and customer interaction.