VP, Customer Growth & Lifecycle Marketing

Job Description

Job Description

We are the champions of childhood

Hanna Andersson is a Portland, Oregon-based  premier kids and baby clothing brand . Our clothes are  made to play, made to last, and designed to let kids be kids . We have core  commitments to design, quality, and sustainability,  and we believe in  helping families create meaningful everyday moments.  These principles guide the Hanna Way, and lead to an experience authentically different from other children’s brands.

We cultivate our unique brand by hiring team members who believe in these values, own a customer service mindset, and who are innovative, results-oriented, and comfortable working in a collaborative and growth-driven work environment. We all share in our brand’s success, and we actively encourage our team members to maintain a healthy balance in their daily lives.

Position Summary

The VP, Customer Growth & Lifecycle Marketing will be at the heart of Hanna Andersson’s customer growth engine (integrating acquisition, retention, and CRM strategy) to expand reach, deepen engagement, and maximize lifetime value. This leader will own the customer journey end-to-end, uniting performance marketing and lifecycle marketing under a cohesive growth framework that drives sustainable, profitable growth through precision, personalization, and insight.

As a key member of the Digital leadership team, this role will strengthen the bridge between Brand, Digital, and Finance to ensure disciplined investment, measurable outcomes, and seamless customer experiences that deliver both emotional connection and commercial impact.

The ideal candidate brings deep expertise in new customer acquisition, growth experimentation, and lifecycle marketing, and will help shape how Hanna integrates customer, digital, and data strategies, including the thoughtful use of AI-powered tools to enable personalization, forecasting, and optimization at scale.

Location : Remote (West Coast) or Portland, OR (Hybrid)

Essential Duties

• Lead Hanna’s customer growth strategy end-to-end, integrating new customer acquisition, retention, and CRM to drive scalable, profitable growth and deepen customer relationships.
• Oversee paid performance channels (search, social, affiliate, programmatic, retargeting) to optimize CAC, ROAS, and incremental revenue while advancing growth experimentation and new channel discovery.
• Develop and execute a cohesive lifecycle marketing framework that connects acquisition, retention, and reactivation to maximize engagement and loyalty across key journey moments.
• Leverage segmentation, automation, and personalization, enhanced by AI-driven insightsto deliver relevant, data-informed experiences across owned channels (email, SMS,  and site).
• Partner with Brand, Creative, and Product teams to ensure growth messaging and offers align with Hanna’s storytelling and customer value proposition.
• Collaborate with Finance and Digital Operations to manage investment allocation, performance forecasting, and ROI tracking for efficient spend and measurable outcomes.
• Work with Technology and Data teams to evolve Hanna’s martech ecosystem for real-time decision-making, optimization, and marketing agility.
• Champion a test-and-learn culture that fosters experimentation, continuous improvement, and performance innovation across the customer journey.
• Lead, mentor, and inspire a high-performing team focused on curiosity, accountability, and data-informed growth practices.
• Serve as a key digital leader, partnering with the Chief Digital Officer and peers across Brand and Technology to advance personalization, omnichannel integration, and customer experience innovation.

Qualifications

Reporting Structure

Hanna Talent Cultivation Standards :

With a rise in cyber-criminal activity, please note Hanna will never :

Legitimate email communication will only be done to and from @hannaandersson.com email addresses. Please examine messages carefully to ensure this is the domain you are receiving messages from, as cybercriminals may also utilize domains that look similar but may have one letter off (such as @hannaandersson.com).

Legitimate candidate application submissions are received directly from the applicant. All unsolicited third-party submissions will be considered illegitimate and will not be reviewed or considered for hire.

Hanna Andersson provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws.

This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training. As an Equal Opportunity Employer, Hanna Andersson prohibits discrimination, harassment, and retaliation of any kind. Hanna Andersson encourages applicants of all ages.

We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.