• Own the website as a conversion asset, not a maintenance task. Webflow comfort is required; developer skills are not • Run landing page tests and improve conversion paths for paid, organic, and event traffic, using AI tools to accelerate testing hypotheses and analyze results • Partner with our content lead to ensure SEO-driven pages are built to convert, not just rank • Monitor site performance and own the relationship with any web contractors or vendors • Drive pipeline by building and owning the full lifecycle communication system — workflows, nurture programs, and triggered sequences that move prospects forward and keep customers engaged • Grow newsletter engagement and pipeline influence by leveraging AI to personalize content, test what works, and continuously improve performance • Keep segmentation sharp enough that every communication feels relevant to where someone is in their journey • Use AI to spot patterns in engagement data and get ahead of gaps in the funnel before they cost us pipeline • Partner with marketing ops to ensure every workflow is tracked and every lifecycle stage is correctly instrumented • Build and own a structured customer referral program that turns happy customers into an active referral source, distinct from our partner and broker referral channel • Work closely with sales to optimize and execute customer advocacy efforts including reviews and testimonials, using AI to help identify the right customers to approach and the right moment to ask • Develop segmentation and outreach strategies that identify the right customers to activate for referrals and advocacy at the right time • Track and report on customer growth channel performance including referral volume, advocacy asset pipeline, and downstream impact on revenue

• Own end-to-end channel expansion across diverse mix of paid and partnership-based channels • Shape the innovative channel roadmap • Apply strong marketing fundamentals across varied and novel channel contexts • Pioneer the adoption of AI agents in marketing operations • Design and execute rigorous experiments • Analyze performance across full-funnel metrics • Partner closely with product, data, and creative teams

• Own end-to-end channel expansion • Shape the innovative channel roadmap • Apply strong marketing fundamentals across varied channel contexts • Pioneer the adoption of AI agents in marketing operations • Design and execute rigorous experiments • Analyze performance across full-funnel metrics • Partner closely with product, data, and creative teams

Role Description We’re looking for a Growth Marketing Director to play a pivotal role in Alex and Ani’s full-funnel growth strategy, with a strong emphasis on retention and lifecycle marketing. This role will help own the end-to-end customer journey — from first touch point through long-term loyalty — while partnering closely with broader teams to drive efficient, scalable growth. Reporting to the Senior Director of Marketing, this person will drive lifecycle and retention performance against broader business and revenue goals, with accountability across: - Retention revenue - Repeat purchase rate - Customer lifetime value - Overall growth efficiency This is an exciting opportunity to help shape and scale Alex and Ani’s customer growth strategy during a period of continued business evolution and momentum. The ideal candidate is a strategic and analytical leader who thrives in fast-paced DTC environments, is deeply fluent in lifecycle channels, and is excited to build and scale high-impact testing programs across the funnel. Key Responsibilities - Lifecycle & Retention Strategy Ownership - Own the end-to-end lifecycle marketing strategy, including revenue forecasting and performance against retention, repeat purchase, and LTV goals. - Lead CRM channels (email, SMS, direct mail) with full ownership over campaign strategy, execution, and optimization. - Build and scale segmentation, personalization, and triggered lifecycle programs. - Develop and execute a customer journey optimization roadmap, identifying key drop-offs and opportunities across the funnel. - Revenue Forecasting & Management - Manage lifecycle marketing with a clear P&L lens, optimizing for incremental revenue, efficiency, and long-term customer value. - Partner closely with the Senior Director of Marketing on forecasting, budgeting, and performance reporting tied to broader business growth goals. - Establish clear KPIs and measurement frameworks tied to retention revenue, LTV, and contribution margin, and overall growth efficiency. - Experimentation & Channel Expansion - Lead a robust testing roadmap across lifecycle channels, grounded in hypothesis-driven experimentation. - Identify and scale new retention-driving channels and tactics, such as direct mail, loyalty programs, on-site personalization, and emerging platforms. - Collaborate with acquisition and broader marketing teams to align on full-funnel growth strategy, leveraging retention insights to improve customer quality, conversion, and channel performance. - Support testing and optimization efforts across the customer journey, identifying opportunities to improve engagement, conversion, and long-term retention while identifying diversification opportunities. - Loyalty & Customer Engagement - Own the strategy, evolution, and scaling of the loyalty and rewards program, driving increased engagement and repeat purchase behavior. - Develop initiatives that deepen customer connection, brand affinity, and long-term retention. - Cross-Functional Leadership - Act as the connective tissue across marketing, creative, eCommerce and Merchandising teams to ensure cohesive customer experiences. - Collaborate with acquisition leads to align on full-funnel strategy, messaging, and testing priorities. - Partner with creative teams to develop performance-driven lifecycle content at scale. - Bring a highly analytical and commercially-minded approach to decision-making, balancing customer experience with business performance outcomes. Qualifications - 6–8+ years of experience in growth marketing, lifecycle marketing, or CRM-focused roles, ideally within DTC or eCommerce. - Deep experience within a large catalog eCommerce brand (accessories, jewelry, or fashion a strong plus). - Proven track record of owning and scaling multi-channel retention programs that drive measurable revenue impact. - Strong expertise in marketing analytics, including attribution, cohort analysis, LTV modeling, and performance forecasting. - Demonstrated success building and executing experimentation frameworks, including A/B testing, CRO, and funnel diagnostics. - Experience managing marketing budgets with an ROI-driven, analytical mindset. - Ability to translate data into clear insights, strategy, and action. - Experience partnering with senior leadership to shape growth strategy and business objectives. - Strong cross-functional collaborator with the ability to influence across teams and levels. - Deep familiarity with leading CRM platforms such as Klaviyo, alongside experience leveraging analytics and business intelligence tools including Google Analytics, Looker, and similar reporting platforms to drive data-informed decision-making. Nice to Haves - Familiarity with loyalty platforms, CDPs, and personalization tools. - Passion for consumer brands. - Experience contributing to broader growth or acquisition initiatives alongside retention and lifecycle ownership. - Experience leveraging AI tools for marketing efficiency, personalization, and content generation.