VP, Lifecycle Marketing and Loyalty at IPSY

Job description

ABOUT US Join us in inspiring everyone to express their unique beauty. IPSY is the beauty industry’s most powerful platform, uniting brands, creators, and hyper-engaged consumers with unprecedented access to each other through the ultimate beauty membership. Home to sample-size subscription IPSY Original, full-size subscription IPSY Extra, and quarterly, limited-edition collection IPSY Ultimate, we curate beauty for millions of members so they can play, explore, and express their unique beauty every day. We think self-discovery, self-expression, and confidence are beautiful. Agree? Then join us! Explore careers and learn more about our values, culture, and benefits across all our brands: IPSY Careers . We're proud to be a remote-first company. Our fully remote team members have the chance to live and work where they want, because we believe work should fit into your life—not the other way around. We offer monthly virtual activities, company-wide offsites, professional development, and learning sessions, to help our team members stay connected, engaged, and impactful while working virtually. United States Remote: Remote positions which may be performed in any of the states where IPSY has established a Business presence: Arizona, California, Connecticut, Florida, Illinois, Kansas, Massachusetts, Missouri, North Carolina, New York, New Jersey, Nevada, Ohio, Pennsylvania, Texas, Utah and Washington. California Privacy Notice Beware job scams! IPSY recruiters only use @ ipsy.com email addresses. We do not interview via text/message/Teams. We don't ask for software downloads (except Zoom) and we will never ask for sensitive information (like SSN/bank info). Suspect fraud? Report it to law enforcement and recruiting@ipsy.com . About the Role: IPSY is looking for a VP, Lifecycle Marketing and Member Engagement to own the strategy for how we engage members from first touch through long-term retention. This role owns the measurement framework, the team, and the operating model that make personalized member engagement work. You'll define the engagement strategy and the segmentation approach behind it, build the measurement infrastructure to prove CRM's value to the business, and lead a team that includes the loyalty program, email, mobile, site marketing, retention, win-back strategies, and supporting specialists. This is a leadership role. You set the targets, the operating model, and the culture. The right person is a strategist and a leader who knows MarTech well and can serve as a coach and player. You've built measurement programs that proved CRM's contribution to the business. You've earned credibility for CRM teams in companies where the channel was undervalued. You want to do it again. IPSY has a great deal of first-party data, a loyal member base, and a real opportunity to build one of the best lifecycle marketing programs in the beauty industry. This role will shape what that looks like. This position reports to the Chief Marketing Officer and is ideally hybrid from Santa Monica, CA or Pembroke Pines, FL, OR can be fully remote for the right fit. What You’ll Be Doing: Strategy and Vision Define the member engagement strategy: how member journeys map to channels, what role each channel plays, and how contact strategy evolves as the business grows. Channels include email, push, SMS, site/app, direct mail and more. Own the member segmentation framework: who the audiences are, how they're built, what triggers movement between segments. Make sure it's applied consistently across campaigns, product, and CRM programs. Set the vision for IPSY's loyalty program, including the ongoing evolution of IPSY Rewards, in partnership with the Senior Director and relevant team leads. Measurement and Business Ownership Own Lifecycle Marketing’s measurement framework: define what the org measures against, guide holdout and attribution infrastructure, and establish the reporting that proves CRM's contribution to the business. Own Lifecycle Marketing’s financial narrative, budget, and performance targets. Represent the function's business case at the leadership level. Build a team and grow a culture that tests, measures, and learns from results rather than just reporting them. Team and Organization Build and lead the lifecycle marketing org. Define the team structure, shape the Director role, and make headcount and capability cases as the program matures. Drive the team's operating culture: Put the consumer at the center of everything we do, consistently learn through smart testing strategies, and be data-driven in all recommendations and decisions. Technology and Architecture Own the architecture vision for the MarTech stack: what the technology needs to do, whether current tools (Iterable, Segment) are the right long-term answer, and what scalable infrastructure looks like. Cross-Functional Leadership Represent lifecycle marketing at the leadership table. Negotiate priorities with peer leaders across Growth, Product, Finance, Engineering, Data Analytics, Creative, and Merchandising. Own the boundary with Acquisition/Growth: define where acquisition ends and lifecycle begins, and make sure hand-offs between the two are clean. What We Are Looking For: 15+ years in lifecycle, CRM, or engagement marketing, with increasing leadership scope. Experience in subscription, paid membership, or DTC ecommerce strongly preferred. Track record of building measurement frameworks that proved CRM's value to the business: revenue attribution, holdout testing, incrementality, or whatever the right model was for that business. Experience earning credibility for CRM in companies where the channel was undervalued or under-measured. Strong grasp of MarTech architecture: ESPs, CDPs, personalization and testing tools, data pipelines. You've led architecture evaluations and know how to ask the right questions even when you're not the one configuring the tools. Experience building and scaling lifecycle marketing teams: org design, hiring, developing senior ICs and people managers. Significant loyalty program experience: launching, scaling, or materially improving a loyalty or rewards program. Strong cross-functional operator. You've negotiated priorities with peer leaders and represented your function's interests at the leadership level. What We Offer: Competitive base salary & bonus program Medical, dental & vision insurance 401(k) plan with company match Paid Time Off Work from home flexibility Free IPSY Extra subscription Learning & development programs EEO Statement: We celebrate diversity and are an equal-opportunity employer. We do not discriminate based on race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, disability status, or any other protected characteristic. If you need reasonable accommodation in the application or employment process, please contact us. Please review our California Privacy Notice. #LI-SB #LI-Remote Pay is based on several non-discriminatory factors such as experience, education, skills, and location. IPSY offers a bonus and competitive benefits. Final compensation is determined by experience and skills. Salary Range: $225,000 — $275,000 USD

Requirements

Must-haves

This position reports to the Chief Marketing Officer and is ideally hybrid from Santa Monica, CA or Pembroke Pines, FL, OR can be fully remote for the right fit.
Strategy and Vision
Own the member segmentation framework: who the audiences are, how they're built, what triggers movement between segments. Make sure it's applied consistently across campaigns, product, and CRM programs.
Set the vision for IPSY's loyalty program, including the ongoing evolution of IPSY Rewards, in partnership with the Senior Director and relevant team leads.
Measurement and Business Ownership
Own Lifecycle Marketing’s measurement framework: define what the org measures against, guide holdout and attribution infrastructure, and establish the reporting that proves CRM's contribution to the business.
Own Lifecycle Marketing’s financial narrative, budget, and performance targets. Represent the function's business case at the leadership level.
Build a team and grow a culture that tests, measures, and learns from results rather than just reporting them.
Team and Organization
Build and lead the lifecycle marketing org. Define the team structure, shape the Director role, and make headcount and capability cases as the program matures.
Drive the team's operating culture: Put the consumer at the center of everything we do, consistently learn through smart testing strategies, and be data-driven in all recommendations and decisions.
Technology and Architecture
Own the architecture vision for the MarTech stack: what the technology needs to do, whether current tools (Iterable, Segment) are the right long-term answer, and what scalable infrastructure looks like.
Cross-Functional Leadership
Represent lifecycle marketing at the leadership table. Negotiate priorities with peer leaders across Growth, Product, Finance, Engineering, Data Analytics, Creative, and Merchandising.
Own the boundary with Acquisition/Growth: define where acquisition ends and lifecycle begins, and make sure hand-offs between the two are clean.
Track record of building measurement frameworks that proved CRM's value to the business: revenue attribution, holdout testing, incrementality, or whatever the right model was for that business.
Experience earning credibility for CRM in companies where the channel was undervalued or under-measured.
Experience building and scaling lifecycle marketing teams: org design, hiring, developing senior ICs and people managers.
Significant loyalty program experience: launching, scaling, or materially improving a loyalty or rewards program.
Strong cross-functional operator. You've negotiated priorities with peer leaders and represented your function's interests at the leadership level.

Nice-to-haves

15+ years in lifecycle, CRM, or engagement marketing, with increasing leadership scope. Experience in subscription, paid membership, or DTC ecommerce strongly preferred.

Application prep

Use the role’s language and application details while tailoring your materials.

Platform: greenhouse
Effort: quick

Benefits

Benefits detected in the listing.

Dental

Vision

401(K)

Paid Time Off

Professional Development