Director, Messaging Reactivation

Responsibilities

• Revenue Ownership
• Own the reactivation revenue number across all brands and report on it directly to the CDO
• Decide which audiences to reactivate, at what volume, and through which channels
• Identify new monetization opportunities in audience data, including cross-brand and cross-channel pathways
• Balance revenue growth against deliverability and sender reputation risk
• Audience Strategy and Scoring
• Work with data and brand leaders to refine how we identify and prioritize high-value dormant users
• Design and run tests to validate reactivation approaches before scaling
• Build repeatable, automated workflows so reactivation runs continuously rather than manually
• Expand into audience segments that have not been activated yet
• Deliverability and Infrastructure
• Own warmup and scaling strategy for new IPs and sending domains
• Ensure verification and hygiene processes are in place before any audience enters a send workflow
• Monitor deliverability across major ISPs and adjust sending behavior in real time
• Manage ESP configuration and performance across platforms
• Data, Analytics, and Reporting
• Own the reporting framework for reactivation performance across all brands
• Design engagement scoring and segmentation models, not just consume dashboards others build
• Analyze campaign and pipeline performance to identify trends, risks, and opportunities
• Present results and strategic recommendations to messaging leadership on a regular cadence
• Cross-Functional Collaboration
• Partner with the P&G messaging team, infrastructure team, and audience monetization leads
• Coordinate with deliverability and operations on ESP configuration and send execution
• Collaborate with executive leadership on growth strategy and capacity planning
• Consolidate reactivation ownership that is currently spread across multiple teams into a single, accountable function
• Leadership and Team Development
• Lead direct reports with accountability for their output, growth, and effectiveness Develop team members into stronger individual contributors and future leaders
• Build systems and operating rhythms that make the team better over time, not just in the moment
• Model the standard you hold the team to: no gap between expectation and behavior
• What This Role Requires

Requirements

• Deep, hands-on experience with email sending infrastructure at the ESP level: IP warming, domain reputation, feedback loops, throttling
• Track record managing deliverability across major ISPs, including warmup programs and reputation recovery
• Experience designing engagement scoring, audience segmentation, or behavioral targeting systems (not just executing against existing models)
• Proven revenue ownership: you have been directly accountable for a revenue line, not a process or channel
• Experience operating email at high volume with a clear understanding of the operational and reputatio

Benefits

Additional Information

WHO ARE WE? Launch Potato is a profitable digital media company that reaches over 30M+ monthly visitors through brands such as FinanceBuzz , All About Cookies , and OnlyInYourState . As The Discovery and Conversion Company, our mission is to connect consumers with the world's leading brands through data-driven content and technology. Headquartered in South Florida with a remote-first team spanning over 15 countries, we've built a high-growth, high-performance culture where speed, ownership, and measurable impact drive success. WHY JOIN US? At Launch Potato, you'll accelerate your career by owning outcomes, moving fast, and driving impact with a global team of high-performers. Role Overview The Director of Messaging Reactivation owns the strategy, execution, and revenue performance of all reactivation efforts across Launch Potato's brand portfolio. This role is responsible for bringing dormant audiences back into active monetization through email, with full ownership of the revenue those efforts produce. You will manage the end-to-end reactivation lifecycle: audience identification and scoring, sending infrastructure and deliverability, and performance optimization. Reporting to the Chief Digital Officer, you'll lead and develop a team while remaining deeply involved in day-to-day execution. This role carries full ownership of a growing revenue line, with the autonomy to make strategic and operational decisions in real time. You'll be responsible for your team's performance, growth, and output, coaching and developing direct reports while continuing to drive results through your own hands-on contributions. We're looking for a leader who thrives in a player-coach model: someone who can build and elevate a team without stepping away from the work itself.

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