Build the Engine That Drives Customer Growth

Spring Footwear is scaling its direct-to-consumer ecommerce business, including our flagship site springstepshoes.com, and we are seeking a senior leader to own and accelerate customer growth across the full lifecycle:

Acquisition → Conversion → Retention → Loyalty

This is a strategic leadership role responsible for building and optimizing a unified customer growth engine that drives sustainable, profitable revenue growth.

You will partner closely with Ecommerce leadership to shape customer strategy, improve marketing efficiency, and maximize long-term customer value.

The Opportunity

• Lead the next phase of growth for an established DTC ecommerce business
• Build and scale a modern, data-driven customer growth organization
• Own both customer acquisition and lifecycle retention strategy
• Directly influence revenue growth, profitability, and customer lifetime value

Key Responsibilities

Customer Growth Strategy (Acquisition + Retention)

• Own the end-to-end customer lifecycle: acquisition, conversion, retention, loyalty
• Balance Customer Acquisition Cost (CAC) with Customer Lifetime Value (LTV)
• Develop integrated strategies that drive both new customer growth and repeat purchase behavior
• Align growth initiatives with merchandising, inventory, and promotional planning

Customer Acquisition (in partnership with Ecommerce)

• Partner with Ecommerce leadership to define and optimize acquisition strategy
• Guide performance marketing across key channels:
  • Google (Search, Shopping)
  • Meta (Facebook / Instagram)
  • Affiliate and influencer programs
• Identify and scale new customer acquisition channels
• Ensure focus on high-quality, high-LTV customer acquisition

Retention & Lifecycle Marketing (CRM / Email / SMS)

• Own and scale lifecycle marketing programs across all stages of the customer journey
• Develop and optimize:
  • Welcome and onboarding flows
  • Post-purchase engagement journeys
  • Win-back and reactivation campaigns
  • Loyalty and VIP programs
• Lead segmentation and personalization strategies to maximize customer value

Social Media & Community Development

• Define and own social media and community growth strategy
• Partner with creative teams to establish brand voice and content direction
• Build engaged communities that drive repeat purchase behavior and brand advocacy
• Manage internal execution and external agency relationships

Customer Insights & Analytics

• Lead customer segmentation, cohort analysis, and lifecycle performance reporting
• Translate data insights into actionable growth strategies
• Identify opportunities to improve conversion, retention, and engagement

Conversion & Experience Optimization

• Partner with Ecommerce team to improve:
  • Website conversion rate (CVR)
  • Funnel performance
  • Customer experience across digital touchpoints
• Lead A/B testing initiatives across messaging, offers, and journey design

Team Leadership

• Build and lead the Customer Growth function
• Manage internal team members and external partners/agencies
• Establish a culture of accountability, speed, and continuous optimization

What Success Looks Like

• Sustained growth in new customer acquisition with efficient CAC
• Significant increase in customer lifetime value and repeat purchase rate
• Email and SMS channels become meaningful contributors to ecommerce revenue
• Strong, engaged brand community across social platforms
• A scalable, repeatable growth engine that drives consistent revenue performance

Qualifications

• 8–15+ years of experience in DTC ecommerce, lifecycle marketing, or growth leadership
• Proven success driving both customer acquisition and retention strategies
• Strong expertise in:
  • Email & SMS platforms (Klaviyo or similar)
  • Customer segmentation and marketing automation
  • Social media and community development
• Strong analytical capability with ability to connect data to strategy and execution
• Experience leading teams and cross-functional initiatives
• Ability to operate both strategically and hands-on in a fast-paced environment

Compensation & Growth

• Competitive base salary
• Performance-based bonus tied to:
  • Customer acquisition growth
  • LTV and retention performance
  • Lifecycle-driven revenue contribution

This role is designed for a leader who wants full ownership of a critical growth function with direct impact on business performance.

Why This Role

At Spring Footwear, we believe sustainable growth comes from aligning acquisition and retention into one unified system.

This role owns that system.

Final Note

This is not a campaign management role. This is a leadership role focused on building a scalable, data-driven customer growth engine that compounds over time.

If you are motivated by ownership, impact, and building systems that scale, this opportunity is designed for you.