Director of Marketing, Email, Lifecycle & Demand Generation
Location: Sherman Oaks, CA (Hybrid)
Reports to: VP, Customer Growth & Retention
Company: Ideal Living
Ideal Living
Ideal Living is a direct-to-consumer health and wellness company on a mission to provide science-driven, accessible solutions for cleaner air, purer water, and healthier living. Through our family of innovative brands — including AirDoctor, AquaTru, AromaTru, and more — we serve millions of households with life-enhancing products that make healthier living simple.
At Ideal Living, we believe everyone has a right to pure water, clean air, and a solid foundation for wellness. As the parent company of leading wellness brands AirDoctor and AquaTru, we help bring this mission to life daily through our award-winning, innovative, science-backed products.
For over 25 years, Los Angeles-based Ideal Living has created wellness brands and effective products trusted by millions to positively impact people's health and well-being. Today, as a privately held, fast-growing company with a passionate and diverse team of over 100 people, we strive to make our wellness-tech solutions accessible to everyone through a collaborative, respectful, supportive workplace.
We foster a friendly, down-to-earth culture where every team member's contributions are recognized and valued. We approach our work with drive, purpose, and passion while celebrating creativity, innovation, and teamwork.
Position Overview
We are seeking a Director of Marketing, Email, Lifecycle & Demand Generation. This role builds on our strong foundation in email, SMS, and push marketing and expands into lead generation, nurture, and cross-channel lifecycle strategy.
The Director will manage a high-impact team responsible for delivering daily campaigns and automated flows across multiple brands. The ideal candidate has a proven track record managing high-volume, revenue-driving programs in a direct-to-consumer environment and thrives on testing, optimizing, and innovating to maximize customer lifetime value.
The Director will serve as a visible leader and subject matter expert, representing email and SMS performance at the company level, while fostering a culture of continuous improvement, measurement, and collaboration.
Key Responsibilities
- Channel Leadership: Own the strategy and execution of email, SMS, and push marketing across multiple brands, ensuring these channels consistently deliver high-volume, profitable sales.
- Team Management: Lead, mentor, and grow a team of channel specialists; set clear goals, monitor performance, and foster a culture of testing, accountability, and innovation.
- Campaign Execution: Oversee the planning and execution of daily email campaigns, managing a packed calendar that includes promotions, content, product launches, cross-sells, blog distribution, and brand storytelling.
- Demand Generation (DTC & B2B): Design and manage DTC lead generation funnels across paid, organic, and referral channels while building B2B nurture programs for schools, offices, healthcare, and hospitality; align demand generation with Internal Cross Functional Sales teams to deliver qualified pipeline and revenue impact.
- Automation & Flows: Build, test, and optimize automated lifecycle flows (e.g., post-purchase, abandoned cart, winback, welcome series) to maximize customer retention and engagement.
- Data-Driven Optimization: Establish robust testing frameworks; analyze campaign and flow performance; act quickly on insights to improve deliverability, engagement, and revenue.
- Agency & Vendor Management: Manage external agencies, holding them accountable to performance goals while leveraging cross-client learnings to enhance results.
- Platform Expertise: Drive best practices and innovation within Klaviyo (ESP) and Shopify; ensure smooth integration of data, customer journeys, and personalization.
- List Health & Growth: Ensure the ongoing health, growth, and segmentation of subscriber lists; develop acquisition, reactivation, and deliverability strategies.
- Cross-Functional Collaboration: Partner with Creative, Brand teams, other acquisition channels, E-commerce/tech, and Operations teams to ensure campaigns align with company initiatives and deliver measurable results.
- Strategic Visibility: Act as the company’s subject matter expert in email and SMS marketing, providing leadership updates, insights, and recommendations to executive stakeholders.
Qualifications
- Experience: 8–10+ years of email/SMS marketing experience with at least 3–5 years in a senior leadership role, preferably in direct response.
- Direct-to-Consumer Expertise:
Required. Must have led high-volume email/SMS programs for direct-to-consumer brands; continuity/subscription program experience strongly valued.
- Proven Success: Demonstrated ability to scale and manage high-volume, high-frequency programs (daily sends) across multiple brands.
- Technical Expertise: Strong hands-on knowledge of Shopify and Klaviyo & current lifecycle Mar-tech platforms (or equivalent ESP); deep understanding of deliverability, segmentation, and testing.
- Analytical: Proficiency in interpreting performance data, identifying insights, and turning them into actionable strategies.
- Leadership: Experience leading teams and managing agencies; proven ability to inspire, mentor, and build high-performing teams.
- Communication & Presence: Exceptional verbal and written communication skills; ability to clearly and confidently present strategy and results in company-wide meetings and to executive stakeholders.
- Mindset: Results-driven, curious, and proactive with a passion for optimizing customer communication channels and driving growth.
What We Offer
- The opportunity to lead a strong and growing email, SMS, and push marketing channel for a portfolio of category-leading brands in the health & wellness space.
- A collaborative, mission-driven culture dedicated to improving the health and well-being of millions of households.
- A chance to play a transformational role in scaling Ideal Living’s customer growth and retention initiatives.
- Competitive Compensation
- Full benefits including PTO, 401(k), Pet Insurance, and more!
- A fun and inclusive work environment
- Hybrid work environment - 3 days in office, 2 days remote
- Free EV Charging
- On-site gym and pilates studio