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Lifecycle and Retention Marketing Director

Tipsy Elves

This is a Full-time position in San Diego, CA posted March 19, 2023

About Tipsy Elves

Tipsy Elves ( makes the world’s most extraordinary apparel to make your life more fun. Founded in 2011, Tipsy Elves makes clothing for a variety of holidays and occasions, including Halloween, Christmas, Independence Day, PRIDE, St. Patrick’s Day, as well as vacation-wear, ski apparel, and golf clothing. At Tipsy Elves, we believe that fun is something that everyone deserves to experience so we create products that transform and equip you for unforgettably fun moments. Tipsy Elves is headquartered in downtown San Diego and with over $200 million in sales, it was recognized as one of San Diego’s fastest growing companies, ranking #258 in the Inc. 5000. Tipsy Elves has appeared on ABC’s “Shark Tank” and “Beyond The Tank” in 2013, 2014 and 2015. Check out our press reel here: 

Retention Marketing Director

Tipsy Elves is on the hunt for a highly talented and experienced Director of Lifecycle and Retention Marketing to drive and manage all retention and lifecycle marketing for the company. You will become an expert on our customer base (who they are and what they want) and target their needs at each stage – whether they’re coming in as a lead, first-time buyer, repeat customer, or lapsed customer. This candidate will leverage on-site tactics, email, SMS, direct mail catalogs, and postcards to overcome hurdles – converting prospects and customers across all stages of the customer lifecycle. The ideal candidate must be an email and SMS expert with a growth mindset, who stays updated on the latest trends and best practices, and is eager to crush performance goals. The ideal candidate will be well-rounded, both as a strong product marketer with a creative eye, as well as a highly strategic and analytical thinker. Success in this role will be measured by KPIs like email and SMS revenue, year over year growth, customer retention rates and LTV growth. 


  • Own the strategy, execution and optimization of the Tipsy Elves customer lifecycle by nurturing prospects into customers and first-time customers into repeating customers – delivering the right message to the right person, at the right time. 
  • Own the end-to-end management of all emails, SMS, direct mail, and Amazon retention, including strategy, campaign setup and performance.  
  • Work cross-functionally with the ecom team to leverage on-site tactics such as landing pages and site overlays to acquire prospects, overcome hurdles and convert visitors into customers. 
  • Develop and manage the email and SMS marketing calendar, balancing product launches, sales and promotions, restock alerts, partnerships, and brand-building initiatives – all with the goal of maximizing sales and profitable growth.  
  • Continuously A/B test, improving email and SMS triggered flows and automations (such as welcome, browse and cart abandon flows) based on best practices and in close collaboration with our brand and creative teams. 
  • Utilize advanced segmentation strategies across email, SMS and direct mail to deliver the best messages at the best times for prospects and customers.  
  • Methodically develop the email and SMS testing and experimentation roadmap (testing subject lines, creative, copy, send times, landing pages, etc), track performance, and provide recommendations for improvement by leaning into most effective tactics over time.  
  • Work cross-functionally with marketing, brand and creative teams to achieve all scheduled email and sms sends, and ensure that all creative assets are approved and scheduled in advance.
  • Ensure world-class execution of all emails and SMS sends, including full QA for spelling, grammar, link testing, landing pages, segmentation and scheduling.  
  • Manage the growth of SMS and email lists, working cross-functionally with web, creative, and marketing teams to design, deploy, and optimize on-site overlays.  
  • Partner with the growth marketing team to develop and execute a playbook to leverage paid marketing to drive subscriptions, increase repeat customer rates, and grow customer LTV.
  • Core KPIs include subscription rates and list growth, email and SMS engagement rates, revenue, year-over-year growth, customer repeat purchase rates, and LTV.
  • Responsible for weekly, monthly and quarterly channel performance reporting as well as tracking to KPIs and forecasts. 
  • Responsible for budget management of all retention programs (email, SMS and direct mail) as well as negotiations and fees for paid services (Klaviyo, Attentive, Justuno, Post Pilot, etc).
  • Manage promo code strategy across all retention channels, working in conjunction with the web team to achieve sales margin goals.  


  • 7+ years of lifecycle and retention marketing experience, requiring at least 5+ years of email marketing and 2+ years of SMS marketing. 
  • Must have advanced experience developing email and SMS automated flows, such as welcome series, cart/browse/site abandonment series, and win-back series.  
  • Email obsessed with extensive channel expertise across forecasting, strategy, creative, A/B testing, customer segmentation, deliverability, and an innate understanding of email KPI’s.
  • Attuned to retention marketing trends and best practices, email design trends and best-in-class strategies.
  • An eye for strong creative, copywriting and email design, and experience partnering with creative teams to balance product marketing, messaging and creative needs.
  • Experience working with Klaviyo (email) and Attentive (SMS) strongly preferred. 
  • Direct mail experience preferred (catalogs, postcard mailers).
  • Knowledge in CAN-SPAM, CCPA, GDPR and email best practices.
  • DTC brand experience is strongly preferred. Apparel experience is a plus. 
  • Impeccable attention to detail and quality assurance.
  • Self-motivated, takes initiatives, and ability to prioritize and manage several projects simultaneously.
  • Exceptional project-management skills, including conceptualization, organization, planning resources, communication, and managing deadlines and objectives.
  • Must be able to work in a fast paced environment.
  • Ability to work extremely well across functions, successfully bringing people together toward common goals and consensus.
  • Analytical and data-driven with experience tracking performance and optimizing metrics to hit sales goals.  
  • Experience with A/B, test and control, holdouts, and multivariate experiments.
  • Enthusiastic, passionate, and creative; thrives on thinking outside of the box to create new best-in-class lifecycle marketing strategies and drive performance.

Additional Info:

  • Starting Salary is $120,000+ (based on experience)
  • Position is expected to start during Q1 2023


  • This is a full time position, offering hybrid and remote flexibility, based in San Diego, CA.
  • Parking or transportation reimbursement is available when in-office.
  • Medical, Dental, Vision care, and Flexible Spending Account available.
  • 401K with Match available.
  • 30+ Vacation Days per year – 3 Weeks of PTO, 12 Paid Holidays Off and time off between Christmas and New Year’s, and Summer Fridays.
  • Catered lunches, in-office massages during Q4. 
  • Leadership & Development Training for all manager-level employees.
  • Annual Product Allowance with additional coupons codes for Friends and Family.

Why Work at Tipsy Elves:

  • Work in a fast paced and growth focused environment.
  • Be a part of a company that embodies its values with a strong culture.
  • Have the space to speak and be heard with regular support and strong communication with weekly 1 on 1 meetings, team surveys and feedback, biweekly leadership meetings and more.
  • Join a community of hard working people that genuinely care about what they do.
  • Grow through learning and development provided for every stage of your career including quarterly off-site events, and leadership conferences at ecom events (eg, Shop Talk).
  • Enjoy industry leading benefits, time off, and perks including 3 weeks PTO, 12 paid holidays, and Summer Fridays, annual holiday party.

Please apply here or send your Resume to We would love to hear why you would make a great addition to our Tipsy Elves team!

Want to learn more? Check us out at

Tipsy Elves is an Equal Opportunity Employer. In order to provide equal employment and advancement opportunities to all individuals, employment decisions will be based on merit, qualifications and abilities. We do not discriminate in employment opportunities or practices on the basis of race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, or any other characteristic protected by law.