Lifecycle Marketing Lead

Directive Consulting is the leading B2B performance marketing agency that delivers real revenue—not just leads. We use Customer Generation (a marketing methodology developed by us) to cut through the noise. Forget MQLs—we’re here to drive pipeline, fuel SQLs, and scale brands that are serious about growth. From Paid Media and SEO to CRO, RevOps, and Go-To-Market Strategy, we build marketing engines that win in SaaS and across B2B industries. If you live for performance, love solving hard problems, and want your work to actually mean something, you’ll fit right in. we’re shaping the future of marketing. Ready to build something that breaks the mold? Directive is building a dedicated Lifecycle Marketing practice designed to help clients turn more of the demand they already generate into pipeline, revenue, repeat purchases, expansion, and long-term customer value. We are looking for an Associate Director of Lifecycle Marketing to help build that offering from the ground up. You will be hands-on with strategy, platform architecture, client delivery, and execution while also helping define how Directive approaches Lifecycle Marketing as a practice. As the offering grows, you will help hire, mentor, and develop the team around you while continuing to stay close to our most strategic and complex client work. You will have significant autonomy to shape the practice, including our methodology, service offerings, delivery model, technology recommendations, measurement frameworks, and how we bring Lifecycle Marketing to market. We have a strong starting point, but we are looking for someone with the experience and point of view to challenge it, improve it, and help us create something meaningfully differentiated. Our Lifecycle Marketing practice supports two fundamentally different revenue models. In these environments, the lifecycle audience may be the channel partner rather than the end buyer. Lead Nurture & Pipeline Acceleration: Our Service and SaaS clients generate handraisers across paid media, organic, events, content, and other acquisition channels. Lifecycle Marketing helps turn those handraisers into qualified opportunities and customers in partnership with the client's sales and BDR teams. Customer Expansion & Subscription Growth: Once a prospect becomes a customer, Lifecycle Marketing can help deepen that relationship. Build lifecycle strategies rooted in the client's revenue model, customer journey, data, and business objectives. Architect end-to-end customer and prospect journeys across acquisition, nurture, conversion, onboarding, retention, expansion, and re-engagement. Develop segmentation strategies using demographic, firmographic, behavioral, purchase, engagement, lifecycle-stage, and account data. Build testing roadmaps across messaging, timing, audience, journey structure, offers, and conversion points. As a senior member of the practice, you will own relationships, not simply deliver assigned tasks. Build the Lifecycle Marketing Practice A meaningful part of this role is building the offering itself. You will have the autonomy to influence as you begin with shared early-stage frameworks, not rigid rules. As a foundational leader of the offering, you will also help Directive determine where Lifecycle Marketing can create value before an engagement begins. Over time, you will become one of the people Directive's Sales and Client teams turn to when they need to understand what a strong Lifecycle Marketing engagement should look like. Initially, time will be spent building and directly delivering client work. 6+ years of experience across Lifecycle Marketing, CRM, marketing automation, retention, or related disciplines. ~ Strong understanding of segmentation, automation, customer journeys, trigger logic, experimentation, and lifecycle measurement. ~ Working expertise in at least two major lifecycle or marketing automation platforms such as HubSpot, Salesforce Marketing Cloud, Pardot, Klaviyo, Marketo, or Attentive. ~ Experience working with imperfect data and creating practical strategies despite technical limitations. ~ Strong client-facing communication and the ability to confidently lead conversations with senior stakeholders. ~ Experience connecting lifecycle activity to pipeline, revenue, retention, expansion, or other meaningful business outcomes. ~ Ability to move between strategy and execution without seeing hands‑on work as "below" the role. ~ Strong commercial instincts and comfort participating in scoping, pitching, or expanding client engagements. ~ A strong point of view paired with a willingness to change that point of view when the data or client context calls for it. Agency or consulting experience managing multiple clients simultaneously. Experience with ERP environments such as SAP, Oracle, NetSuite, Epicor, or Infor and their relationship to customer and marketing data. Experience with SMS strategy, technology evaluation,