Director of Lifecycle Marketing

Meet Instinct 👋

Instinct Science is an animal health software company that helps the world’s leading veterinary practices deliver exceptional patient care, improve staff efficiency, and minimize team stress and burnout. Our easy-to-use EMR platform acts as the nerve center for veterinarians, veterinary nurses, and support staff alike, fostering seamless collaboration across teams. With our January 2024 acquisition of VetMedux, a company providing trusted education (Clinician’s Brief) and clinical decision support (Standards of Care™, Plumb's) for veterinarians, Instinct has strengthened our commitment to delivering the mission-critical tools veterinary practices need to care for their patients at the highest level and with the best outcomes.

We’re fueled by compassion! Our team, our customers, and their patients and animal owners matter immensely to us. We put the Customer First; Act with Grace, Not Teeth; Do the Right Things for the Right Reasons; and know that Excellence is in our DNA.

If these values speak to you, you might be a good fit for our Director of Lifecycle Marketing job.

A Sneak Peek of Your Role 🔭

This job, and the team at Instinct, is remote.

We are seeking a strategic, data-driven, and customer-obsessed Director of Lifecycle Marketing to lead and evolve our lifecycle and email marketing initiatives. In this role, you will own the end-to-end customer journey across multiple channels—email foremost among them—developing and optimizing lifecycle campaigns that drive engagement, retention, and revenue growth.

The ideal candidate will have deep experience in email marketing, a strong grasp of marketing automation platforms, and a proven track record of using lifecycle strategies to influence customer behavior and business outcomes.

What You’ll Do 🐱‍💻

• Own the Lifecycle Marketing Strategy: Design and implement multi-stage lifecycle campaigns to nurture leads, onboard new customers, drive product adoption, increase retention, and re-engage lapsed users.
• Lead Email Marketing Execution: Oversee all email marketing initiatives, from campaign strategy and calendar planning to execution, A/B testing, deliverability, and performance optimization.
• Develop Segmentation & Personalization: Use behavioral, demographic, and lifecycle data to create intelligent segmentation strategies and personalized communications that resonate with distinct customer cohorts.
• Cross-Functional Collaboration: Partner closely with Product Marketing, Digital, Sales, and Customer Success teams to align messaging and timing across channels and touchpoints
• Own KPIs & Reporting: Define and track lifecycle and email marketing KPIs (e.g., open/click-through rates, churn, LTV, CAC payback). Use data to continually iterate and improve performance.
• Manage Marketing Automation Platforms: Own and optimize the use of tools such as HubSpot, Marketo, or Iterable to scale automated workflows and ensure technical excellence.
• Team Leadership: Build and lead a high-performing lifecycle marketing team (internal or agency), providing mentorship and growth opportunities.

Who You Are 🐱‍💻

• Must Haves:
  • 7+ years of experience in lifecycle marketing or CRM, including at least 4 years in email marketing strategy and execution.
  • Strong hands-on experience with email marketing platforms (e.g., HubSpot, Marketo, Salesforce Marketing Cloud, Iterable).
  • Demonstrated ability to build and scale personalized, data-driven lifecycle programs that impact revenue and retention.
  • Deep understanding of email deliverability, segmentation, A/B testing, and best practices.
  • Analytical mindset with proficiency in marketing analytics and tools (e.g., Google Analytics, Looker, Tableau).
  • Excellent cross-functional collaboration and project management skills
  • Experience in B2B SaaS or B2C digital products preferred.
• Nice-to-Haves:
  • Familiarity with customer data platforms (CDPs), mobile push, SMS, and in-app messaging.
  • Prior experience managing a team or working with agencies.

How Instinct will Care about YOU 🌞

• We offer a supportive and caring work environment.
• We are transparent, open, honest, and empathic, both internally and externally.
• We pay our team well.
• We offer medical, dental and vision benefits and 401K with match.
• We give our team owner-like flexibility over work and time-off, including time to innovate and Flow State Fridays.
• We offer a generous stipend that can be used for almost anything to allow you to bring your best self to work.
• We offer an incentive bonus plan that recognizes your contribution to Instinct’s success.
• We provide all-expense-paid time throughout the year together, including at our annual retreat.

Base Compensation range for this role is $120,000 - $150,000

Instinct is an equal opportunity employer committed to equality and providing a pleasant work environment free from harassment or discrimination in any form. All employees will be treated equally without regard to race, color, religion, sex, sexual orientation, gender identity, family or parental status, national origin, ancestry, veteran, or disability status.

If you require accommodations throughout any part of the pre-employment process, please contact our People team at [email protected]