---
title: 'Senior Director, Lifecycle Marketing at Lola Blankets'
canonical: 'https://feeny.ai/job/senior-director-lifecycle-marketing-lola-blankets-new-york-qspefgtkayph'
type: 'job'
last_seen: '2026-10-19'
---

# Senior Director, Lifecycle Marketing at Lola Blankets

- **Company:** Lola Blankets
- **Location:** New York, NY
- **Posted:** 2026-10-14
- **Last confirmed live:** 2026-10-19
- **Apply:** https://job-boards.greenhouse.io/lolablankets/jobs/4451848009

## Job description

## About the Role

Lola Blankets is a fast-growing comfort and lifestyle brand on a mission to make the world a cozier place. Reporting directly to the VP, Growth, the Senior Director, Lifecycle Marketing will own the strategy and evolution of Lola’s customer lifecycle, with a focus on increasing customer lifetime value, repeat purchase behavior, engagement, loyalty, and advocacy. We're looking for a strategic, highly analytical lifecycle leader who can connect customer behavior to business performance and build an integrated strategy across onsite capture and list growth, email, SMS, direct mail, loyalty, and other owned channels

Core Responsibilities

CRM, Direct Mail & Owned Channels

- Set the strategy across email, SMS, direct mail, and emerging owned channels, defining the role each plays throughout the customer journey focused on increasing customer lifetime value (LTV), repeat purchase rate, and customer loyalty and advocacy
- Own onsite capture and list growth strategy across email, SMS, and other owned audiences, including pop-ups, forms, landing experiences, incentives, and emerging capture opportunities.
- Build sophisticated segmentation and personalization strategies based on customer behavior, purchase history, lifecycle stage, product affinity, engagement, and value.
- Establish a rigorous testing and experimentation roadmap across capture experiences, audiences, journeys, creative, messaging, offers, and frequency, balancing list growth and conversion with long-term customer value.
- Develop and scale direct mail as a lifecycle channel, including audience strategy, testing, incrementality, and ROI measurement.
- Guide messaging frameworks that strengthen emotional connection, product education, community engagement, and brand loyalty

Customer Economics

- Develop strategies to increase LTV, repeat purchase rate, purchase frequency, and first-to-second and subsequent purchase conversion.
- Partner with BizOps to understand customer progression, develop meaningful cohorts, identify where customers fall out of the lifecycle, and uncover the behaviors and interventions that drive greater customer value.
- Establish lifecycle KPIs and measurement frameworks that distinguish overall business growth from the incremental impact of lifecycle initiatives.
- Build an always-on testing culture and translate customer data into actionable insights, recommendations, and investment decisions for senior leadership.
- Partner with Finance and BizOps on forecasting and measuring the financial contribution of retention initiatives.

Loyalty, Reviews, and Advocacy

- Develop and lead the strategy for Lola loyalty, establishing the program vision, objectives, customer value proposition, and multi-year roadmap.
- Define the loyalty measurement framework and key performance indicators across enrollment, engagement, retention, purchase behavior, customer value, and program economics.
- Establish regular reporting and operating rhythms that provide senior leaders with a clear view of program performance, opportunities, and risks.
- Partner with Brand and Creative to design member-first activations around launches, drops, retail openings, and cultural moments, including VIP access, exclusive offerings, and experiential retention initiatives.

Cross-Functional & Team Leadership

- Serve as the senior lifecycle partner across the business, working closely with Brand, Creative, Ecommerce, Paid Media, Merchandising, CX, Finance, and Bizops.
- Partner with Paid Media to understand downstream customer quality and LTV by channel, audience, offer, and cohort, and bring those insights into acquisition decisions.
- Build and coach a high-performing team of lifecycle strategists and lifecycle technical operations to deliver against the forward-looking needs of the business
- Establish clear ownership, goals, operating rhythms, and accountability while empowering the team to own day-to-day execution.
- Own lifecycle budgets, agencies, technology partners, contracts, forecasting, and investment decisions, including the CRM and loyalty tech stack.
- Proactively identify opportunities, risks, and recommendations within the lifecycle ecosystem.

This role reports to our VP, Growth. Preference for candidates who can be hybrid in our offices in either New York or Utah.

## Qualifications

- 10+ years in lifecycle, retention, or loyalty marketing at a high-growth consumer or digitally native business
- Proven experience building lifecycle strategies that measurably improve LTV, repeat purchase behavior, and customer economics, beyond attributed email and SMS revenue.
- Deep expertise in customer segmentation, cohort analysis, CRM automation, experimentation, personalization, and lifecycle measurement.
- Strong background in CRM design and CDP requirements for successful lifecycle programs.
- Strong experience managing lifecycle platforms such as Klaviyo, Postscript, and Rivo
- Proven people and cross-functional leadership with the ability to develop teams and influence senior stakeholders.
- Comfortable operating autonomously in a fast-moving, high-growth environment.

## What We Offer

- Competitive base salary and annual bonus based on company and individual performance
- 21 days paid vacation + all federal holidays
- Full health benefits (health, dental, vision, mental)
- 16 weeks paid birth parent leave; 8 weeks non-birth parent leave
- 55% off Lola Blankets for friends and family
- Opportunities for career growth within Lola Blankets

## About Lola Blankets

## Company Overview
- **One-liner**: Lola Blankets is a design-driven, direct-to-consumer (DTC) brand that creates luxury faux-fur blankets, aiming to deliver "life-changing softness" while supporting breast cancer patients through donations and community initiatives.
- **Entity Type**: Private
- **Headquarters**: Beverly Hills, California, United States
- **Founded**: 2021
- **Founders**: Tommy Higham and Will Higham

## Core Business
- **Primary Industry**: Textile Manufacturing / Consumer Home Goods & Lifestyle Products
- **Target Customers**: B2C (direct-to-consumer), primarily individuals passionate about home comfort, luxury, and fashion-forward design (referred to by the brand as "the details of life"). Also conducts B2B bulk/corporate sales.
- **Mission/Purpose**: To provide "life-changing softness" with a life-changing impact. A core part of their mission is giving back to the cancer community, donating to the Huntsman Cancer Institute and other charities in honor of their mother, Amy Higham.

## Products & Services
- **[Lola Blankets — The Core Product]**: Luxury faux-fur blankets, pillows, and throws. The brand is known for its exceptionally soft fabric and vibrant, fashion-forward colors. The product line also includes apparel, accessories, and candles.
- **[Casa de Lola]** A physical creative retreat and brand experience ("the soft spot of the desert") designed for creators and influencers to slow down and reset, serving as an extension of the brand's lifestyle.
- **[Blankets for the Brave]** A program that provides blankets to breast cancer patients through the Huntsman Cancer Institute, honoring the brand's founding story and commitment to giving back.

## Market Standing
- **Valuation/Funding**: Not publicly available. The company is privately held and growing quickly without public funding rounds.
- **Key Metric — Total Funding**: Not publicly available. The company appears to be privately funded or bootstrapped and is currently profitable enough to scale rapidly.
- **Notable Investors & Partners**: No institutional investors publicly listed. Key executive hires include leaders from *birddogs*, *McKinsey & Company*, and *Teva Pharmaceuticals*. Strategic partners include the Huntsman Cancer Institute.
- **Growth Signals**: Extremely high growth trajectory. Notable data points include **+200% headcount growth year-over-year**, currently employing 36 people. Web traffic has seen +517.4% yearly growth, with a strong digital DTC presence. They have a physical branded space ("Casa de Lola") and have taken activations to major events like Coachella.

## Competitive Advantages
- **Powerful Brand & Origin Story**: A deeply resonant story of honoring the founders' mother, Amy Higham, which drives brand loyalty and a meaningful corporate giving mission (Huntsman Cancer Institute).
- **"Luxury-for-Everyone" Positioning**: They have captured a trend of combining high-fashion, design-forward aesthetics with the comfort/décor category, successfully positioning themselves as a lifestyle brand, not just a blanket company.
- **High Rapid Growth & Brand Momentum**: Demonstrating very strong DTC flywheel with massive traffic growth, high social engagement, and a successful influencer/creator strategy.

## Strategic Focus
- **Retail & Channel Expansion**: Actively hiring for a *Retail Marketing Manager* and a *Bulk/Corporate Sales Account Executive*, indicating a push into physical retail and B2B wholesale.
- **Product Diversification**: Hiring for multiple *Product* and *Merchandising* roles (including a *Color & Print Designer*, *Production Manager*, and *Product Development Manager*) suggests an aggressive expansion of the product line.
- **Brand Experience & Community**: Building out physical experiences ("Casa de Lola") and deepening their creator/influencer network to stay at the forefront of lifestyle marketing.
- **Technology & Operations**: Growing the tech team with a *Senior Digital Product Manager* and *Operations Technology and Systems Engineer*, signaling a move to invest in internal digital tools and scale operations.

## Why Work Here
- **High-Growth Environment**: A genuinely fast-growing company (headcount up 200% YoY) that offers massive "ride the rocket" experience. This translates to great opportunities for career growth and taking on significant responsibility early.
- **Strong Culture & Values**: They explicitly list their values as "Dream Big," "Commit to Excellence," and "Have Fun." Employees consistently cite working with "obsessive attention to detail" in a creative, supportive atmosphere.
- **Robust Benefits & Perks**: Offers a strong package for a fast-growing startup: **21 PTO days + Federal holidays**, full health benefits, a 401(k) plan, **16 weeks of paid parental leave for birth parents** (and 8 weeks for non-birth parents), a "Lola Summer vacation" perk, and 50% off Lola Blankets for friends and family.
- **Remote & Hybrid Flexibility**: Roles are a mix of Remote, New York, and Utah-based. They support flexible work arrangements.
- **Mission-Driven Work**: The opportunity to work for a brand with a core "give back" mission (Huntsman) makes the work feel meaningful beyond the product.

## Sources
1. [lolablankets.com](https://lolablankets.com/pages/careers)
2. [LinkedIn - Lola Blankets](https://www.linkedin.com/company/lola-blankets)
3. [Greenhouse - Lola Blankets Careers](https://job-boards.greenhouse.io/lolablankets)
4. [Greenhouse - Job Posting (Influencer Manager)](https://job-boards.greenhouse.io/lolablankets/jobs/4132176009)
5. [Greenhouse - Job Posting (Sys & Integration Manager)](https://job-boards.greenhouse.io/lolablankets/jobs/4212055009)

## Other roles at Lola Blankets

- [Finance & Strategy Associate](https://feeny.ai/job/finance-strategy-associate-lola-blankets-los-angeles-y6j1b3mfwdyn) — Los Angeles, CA
- [Senior Director of Merchandise Planning & Allocation](https://feeny.ai/job/senior-director-of-merchandise-planning-allocation-lola-blankets-new-york-tqtg3vqzah0c) — New York, NY
- [Logistics Manager](https://feeny.ai/job/logistics-manager-lola-blankets-new-york-19kfc7hgmhvd) — New York, NY
- [Brand Protection Attorney](https://feeny.ai/job/brand-protection-attorney-lola-blankets-new-york-0kserz0rhy18) — New York, NY
- [Retail Associate](https://feeny.ai/job/retail-associate-lola-blankets-utah-dj1a4vrb0aef) — Utah
- [Associate Planner - Ecomm](https://feeny.ai/job/associate-planner-ecomm-lola-blankets-new-york-7pn48qy6ggdc) — New York, NY
- [Director of Ecommerce](https://feeny.ai/job/director-of-ecommerce-lola-blankets-new-york-t305d293hjfe) — New York, NY
- [Retail Associate](https://feeny.ai/job/retail-associate-lola-blankets-new-york-39ygs1gaer5x) — New York, NY
- [Color & Print Designer](https://feeny.ai/job/color-print-designer-lola-blankets-new-york-3ny0cw0ny6dc) — New York, NY
- [Director of Emerging Categories & Markets](https://feeny.ai/job/director-of-emerging-categories-markets-lola-blankets-new-york-ksge6yjdwet5) — New York, NY