Director, Lifecycle Marketing, Reality Labs

Meta black icon
Director, Lifecycle Marketing, Reality Labs
Meta black icon
Location pin icon
We’re seeking a seasoned, highly-motivated digital marketing leader to join our Reality Labs Marcom team to lead our Global Lifecycle Marketing function. Lifecycle is a high-profile, strategic component of plans to introduce, engage and retain customers in our AR, VR and Metaverse hardware and experiences, leveraging the unmatched power of Meta’s first party data. In this role, you’ll drive and architect a plan to advance our capabilities and approach to customer acquisition and LTV with data-driven, personalized marketing that excites customers and exceeds business goals. You’ll lead a cross-functional team through implementation of that plan. You will be a driving force to leverage our first party data while upholding Meta’s high standards in customer privacy. And you’ll support and grow a direct team of lifecycle marketers to plan, execute and optimize lifecycle marketing programs that map to business goals and integrate with overall marketing strategy for our AR, VR and Metaverse business units. In our collaborative culture, you’ll also partner with the best minds in data engineering, product, marketing analytics and technology, commerce, integrated marketing and design to bring vision to reality. This role requires a deep understanding of lifecycle and CRM strategy and tactics, the infrastructure and partner ecosystem that enable them, and digital marketing analytics to demonstrate and optimize performance.
Director, Lifecycle Marketing, Reality Labs Responsibilities
  • Drive vision and strategy for Meta Reality Labs lifecycle marketing capability, elevating our approach to customer engagement in and around software and hardware experiences via 1:1 channels including email, in-app notifications and SMS
  • Deliver that strategy in partnership with cross-functional partners including direct commerce, paid performance media, product growth, marketing technology to unify lifecycle efforts around the consumer experience
  • Identify data and infrastructure needs to support lifecycle marketing and partner with relevant teams to build them
  • Set a measurement agenda for lifecycle marketing to evaluate and optimize strategy and tactics against effectiveness and efficiency. Partner with marketing analytics teams to build attribution models for measuring ROI for lifecycle marketing investments. Drive lifecycle program goaling and KPIs in partnership with integrated marketing and marketing analytics teams
  • Lead, grow and mentor a team of lifecycle marketers and cross-functional partners responsible for planning, execution and optimization of lifecycle communication programs that drive growth and engagement in RL product portfolio
  • Identify new opportunities to drive growth, leveraging lifecycle expertise, industry best practices, consumer journey insight, channel and data capabilities
Minimum Qualifications
  • 15+ years of experience in digital or performance marketing
  • 12+ years of experience leading and managing people and teams
  • 10+ years of experience in lifecycle marketing, retention marketing, loyalty and/or CRM
  • Proven experience building and executing brand and business-driving marketing strategy across the customer lifecycle
  • Experience building/scaling initiatives globally, and leading cross-functional teams within matrix organizations to drive business outcomes
  • Expert knowledge of lifecycle and loyalty/retention marketing space, including strategy, channels, tactics, measurement
  • Demonstrated experience harnessing data and technology for programmatic personalization at scale, using tools like machine learning, AI and behavioral data to improve customer relevancy
  • Experience translating qual and quant data into insights that drive consumer lifecycle marketing strategy and program optimization
  • Strategic problem solving capability to bring thought leadership, clear perspective and guidance to cross-functional teams and partner stakeholders
  • Strategic agility, intuition and adaptability to flex plans in a fast-moving, constantly evolving business environment
  • Demonstrated interpersonal, organizational, and presentation communication skills
  • Experience working with product, engineering and marketing technology teams
Preferred Qualifications
  • Industry experience in consumer hardware or eCommerce/retail
  • Working knowledge of consumer and market trends in hardware, entertainment, media, gaming and content
  • Demonstrated application of consumer psychology and behavioral science in lifecycle marketing
  • Knowledge of CAN-SPAM, GDPR, CCPA, and other regulations that impact data collection, privacy and direct consumer communication
About Meta
Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect. Apps like Messenger, Instagram and WhatsApp further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology. People who choose to build their careers by building with us at Meta help shape a future that will take us beyond what digital connection makes possible today—beyond the constraints of screens, the limits of distance, and even the rules of physics.
Meta is committed to providing reasonable support (called accommodations) in our recruiting processes for candidates with disabilities, long term conditions, mental health conditions or sincerely held religious beliefs, or who are neurodivergent or require pregnancy-related support. If you need support, please reach out to
Meta is proud to be an Equal Employment Opportunity and Affirmative Action employer. We do not discriminate based upon race, religion, color, national origin, sex (including pregnancy, childbirth, reproductive health decisions, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, genetic information, political views or activity, or other applicable legally protected characteristics. You may view our Equal Employment Opportunity notice here. We also consider qualified applicants with criminal histories, consistent with applicable federal, state and local law. We may use your information to maintain the safety and security of Meta, its employees, and others as required or permitted by law. You may view Meta's Pay Transparency Policy, Equal Employment Opportunity is the Law notice, and Notice to Applicants for Employment and Employees by clicking on their corresponding links. Additionally, Meta participates in the E-Verify program in certain locations, as required by law.

Meta is committed to providing reasonable accommodations for qualified individuals with disabilities and disabled veterans in our job application procedures. If you need assistance or an accommodation due to a disability, you may contact us at
Let us know you're interested
Share your resume or LinkedIn profile with our recruiting team and create personalized job alerts.