Head of Lifecycle + DTC Strategy (Lume)

About Harry’s 

Harry’s Inc. is building a modern CPG company by putting people first and delivering against real unmet consumer needs.

The company’s flagship brand - Harry’s -  was founded by Jeff Raider and Andy Katz-Mayfield in 2013. After successfully launching and scaling Harry’s, Jeff and Andy saw an opportunity to bring their experience building Harry’s to other CPG categories where the consumer has also been historically underserved.

Harry’s Inc. has grown significantly over the last ten years, and is now made up of four brands -  Harry’s, Flamingo, Lume, Mando -  and Harry’s Labs, the company’s incubation and M&A engine. The company employs more than 900 people across the U.S., U.K. and Germany, and is the largest CPG company built in the last 20 years.

Job Description

Lume is on a mission to normalize body odor beyond the pits and provide people with outrageously effective solutions so they never have to think twice about odor! Our Whole Body Deodorants can be used for any unwanted odor—from pits, to privates and beyond. It’s doctor-developed, made with skin-safe ingredients that are gentle enough for the most sensitive parts and clinically proven to control any external B.O. for 72 hours. In 2023, we launched a men’s line called Mando.  Mando uses the same technology as Lume, yet with different packaging and scent profiles.

We are a 6-year-old fast growing, omni-channel deodorant and personal care brand that’s transforming the way that humans do hygiene. We joined forces with Harry’s, another disruptive brand with great people and infrastructure, to accelerate our growth. We are a team of self-starters that roll up our sleeves and get it done. Our style is collaborative and very fast-paced so an adaptive personality is a must.

We’re excited to add a ‘Head of Lifecycle + DTC Strategy’ to the team! This is a cross-functional, high impact role for someone to help drive a critical area of the business.

Responsibilities

• Lifecycle Marketing
• Establish a deep understanding of DTC customers, their customer journey stages, our product portfolio, and business dynamics
• Manage and coach direct reports for high performance and engagement
• Guide strategy on testing roadmaps and monthly calendar development; help answer questions like: how should the calendar be differentiated for different customer segments?
• Drive framework to track CRM performance across customer journey stages
• Optimize lifecycle marketing through A/B testing, including: 
• list building, segmentation + personalized workflows
• automation rules and triggers
• nurtures to build relationships
• dynamic content 
• Share regular lifecycle performance updates, including a monthly review for the most important initiatives and KPIs across customer journey stages
• DTC Strategy
• Analyze customer behavior and product performance to identify gaps in our merchandising strategy, and create strategic recommendations to address those gaps
• Partner with cross-functional teams to improve brand storytelling, product education, and surface customer stories across the Lume and Mando websites
• Be a voice for DTC in cross-functional discussions, including: 
• marketing planning
• new product introduction
• demand planning
• channel strategy
• Support the go-to-market strategy for new product launches, in partnership with cross-functional stakeholders

 

Skills / Qualifications

• Bachelor’s Degree - ideally in business, marketing, analytical or technical field
• 7+ years developing Lifecycle and DTC strategy, with substantial hands-on experience 
• Able to highlight specific examples of designing tests for specific cohorts that changed their experience and drove incremental revenue
• 5+ years of Ecommerce experience, ideally for a DTC brand
• Strong business acumen and analytical skills, with the ability to leverage limited data to inform decision-making and turn it into clear, actionable narratives
• Comfortable developing & executing CRM A/B tests and measuring incrementality
• ESP expert; Klaviyo experience a big plus
• Customer journey optimization expert - from lead capture to acquisition to engagement, retention and winback
• Strategic leader with an ability to rally cross-functional teams toward common goals
• Systems thinker; able to understand how our Lifecycle program should contribute to overall long-term business results
• Self-starter with a high degree of follow-through; can own and take tasks to completion
• Project management abilities, both independently and across teams
• Proficient in Excel; experience with data visualization tools (e.g. Looker) a plus
• Able to get things done without perfect resources; work with a sense of urgency
• Proactively helps others, positive attitude, and good sense of humor
• Agile and comfortable with a fast-paced environment and change
• Personal care and/or CPG experience is a plus
• Obsessive attention to detail

 

Benefits and perks

• Medical, dental, and vision coverage
• 401k match
• Equity in Harry’s 
• Flexible time off and working hours
• Wellness and L&D stipends
• 4 weeks sabbatical after 5 years, 6 weeks after 10 years, and 8 weeks after 15 years 
• Up to 20 weeks of pregnancy leave and up to 16 weeks of parental leave
• Fun IRL and virtual events including happy hours, team building events, and parties on our rooftop
• Free products from all of our brands

 

Harry’s is committed to bringing together individuals from different backgrounds and perspectives. We strive to create an inclusive environment where everyone can thrive, feel a sense of belonging, and do great work together.

Harry’s is an Equal Opportunity Employer, providing equal employment and advancement opportunities to all individuals. We recruit, hire and promote into all job levels the most qualified applicants without regard to race, color, creed, national origin, religion, sex (including pregnancy, childbirth and related medical conditions), parental status, age, disability, genetic information, citizenship status, veteran status, gender identity or expression, transgender status, sexual orientation, marital, family or partnership status, political affiliation or activities, military service, domestic violence victim status, arrest/conviction record, sexual or reproductive health decisions, caregiver status, credit history immigration status, unemployment status, traits historically associated with race, including but not limited to hair texture and protective hairstyles or any other status protected under applicable federal, state and local laws. Harry’s commitment to providing equal employment opportunities extends to all aspects of employment, including job assignment, compensation, discipline and access to benefits and training.

We respect the laws enforced by the EEOC and are dedicated to going above and beyond in fostering diversity across our company.

We can’t quantify all of the intangible things we think you’ll love about working at Harry’s, like the exciting challenges we tackle, the smart and humble team you’ll get to work with, and our supportive and inclusive culture. That said, our salary ranges are based on paying competitively for our size and industry, and are one part of our total rewards package, which also includes a comprehensive set of benefits and our equity program. The base salary hiring range for this position is $150,000-$180,000, but the final compensation offer will ultimately be based on the candidate’s location, skill level and experience.