Lifecycle Manager – Health & Wellness

Role Overview

• Own the end-to-end lifecycle marketing strategy and roadmap across email, SMS, loyalty, subscriptions, and post-purchase engagement.
• Translate company-level revenue, acquisition, and retention goals into clear lifecycle OKRs and quarterly execution plans.
• Prioritize lifecycle initiatives based on opportunity sizing, incremental revenue potential, and customer impact.
• Act as the internal subject matter expert on subscription-first lifecycle strategy within a health & wellness DTC business.
• Develop sophisticated multi-channel automation workflows for onboarding, retention, product review acquisition, and re-engagement campaigns.
• Create personalized messaging sequences based on customer segments, behaviors, and lifecycle stages.
• A/B test subject lines, content, timing, pricing/discounts, and cadence to optimize open, unsubscribe, and click-through rates, product review acquisition, and overall conversion performance.
• Build and manage campaign flows for onboarding, replenishment, upsell, loyalty, win-back, product review acquisition, and re-engagement.
• Stay current on lifecycle marketing trends, privacy regulations, customer behavior insights, and platform updates.
• Ensure all campaigns comply with FTC regulations, TCPA, CAN-SPAM, and other relevant marketing laws.
• Develop and execute comprehensive retention strategies to reduce churn and maximize customer lifetime value.
• Analyze customer behavior data to identify at-risk segments and implement targeted intervention campaigns.
• Create and optimize customer journey maps to eliminate friction points and enhance the overall experience throughout the subscription lifecycle.
• Design and implement strategies to drive subscription acquisition, upsells, and renewals.
• Manage pricing experiments and promotional campaigns to optimize conversion rates.
• Collaborate with product and marketing teams to develop compelling subscription offers, branded merchandise, and packaging strategies that align with customer needs and business objectives.
• Build, launch, and continuously optimize a comprehensive loyalty and rewards program that drives customer retention, lifetime value (LTV), average order value (AOV), subscriptions, and overall repeat purchases.
• Define program structure, point systems, reward tiers, and redemption mechanisms.
• Monitor program performance metrics and iterate based on customer feedback and behavioral data to optimize participation and maximize the impact on retention.
• Partner with the design team to ensure the program is visually compelling and representative of the brand book and style guide.
• Lead vendor evaluation, RFP development, and selection for the loyalty and rewards platform.
• Define business requirements, scoring criteria, and ROI expectations for loyalty vendors.
• Own implementation planning, launch strategy, and post-launch optimization.
• Ensure loyalty program is tightly integrated with subscriptions, reviews, and lifecycle communications.
• Establish benchmarks for loyalty participation, redemption rates, and incremental revenue impact.
• Develop and execute a comprehensive product review acquisition strategy across multiple touchpoints in the customer journey.
• Implement and maintain review widgets and processes to promote the acquisition of 5-star product reviews and integrate acquisition points across digital and social environments, as well as email and SMS campaigns.
• Design automated review request campaigns that optimize timing based on purchase patterns, delivery confirmations, and customer satisfaction indicators.
• Review response and reputation management, and partner with the Customer Experience Team to establish protocols and templates for timely and professional responses to both positive and negative reviews.
• Collaborate with marketing and e-commerce teams to strategically incorporate positive customer reviews and ratings into product pages, email campaigns, and advertising materials, creating systems to amplify positive reviews across marketing channels.
• Conduct A/B tests on product review request timing, messaging, and incentive structures to optimize program performance.
• Establish industry benchmarks and organizational KPIs, along with their applicable tracking mechanisms, for all lifecycle initiatives such as LTV, churn rate, repeat purchase rate, and CVR.
• Regularly analyze and report on cohort data, retention curves, and revenue impact in weekly, monthly, and quarterly meetings.
• Create detailed reporting dashboards and present insights to stakeholders.
• Analyze product review content for product insights and feedback that can inform product development and customer experience improvements.
• Track key product review metrics, like review velocity, average ratings, response rates, and impact on conversion rates, and transform them into actionable insights and plans.
• Design and manage incrementality-focused lifecycle experiments, including holdout groups, cohort-based testing, and controlled rollouts.
• Partner closely with the BI team to measure true revenue lift, not just engagement metrics.
• Own cohort-based analysis of subscription retention, churn drivers, and LTV expansion.
• Leverage BigQuery, Funnel.io, Power BI, and Looker Studio to build scalable, executive-level lifecycle reporting.
• Maintain a centralized testing and learning repository to inform future roadmap decisions.
• Partner with product development, paid media, customer experience, operational, and marketing teams to align lifecycle initiatives with broader business goals.
• Collaborate with the design team to develop effective written and visual communications to power both campaign automations and the Loyalty and Rewards Program.
• Partner with the Customer Experience Team to monitor product review performance and develop systems to drive efficiencies and five-star product review acquisitions.
• Work closely with the BI team to ensure proper tracking implementation and access to necessary customer insights and behaviors.
• Partner with Product, E-commerce, and Paid Media teams to support lifecycle planning for four new SKU launching in 2026.
• Develop lifecycle launch playbooks for new products, including early adopter targeting, review acceleration, and subscription attachment.
• Ensure post-launch lifecycle campaigns support trial-to-repeat conversion and long-term LTV growth.

Requirements

• Located in the Los Angeles area preferred
• Bachelor's degree in Marketing, Communications, Business, or a related field
• 3-5 years of hands-on experience developing and managing email/SMS lifecycle automated campaigns, driving retention, subscriptions, and lifetime value rates. Experience with Klaviyo, Shopify and Recharge is a big plus.
• 3-5 years developing and managing loyalty and rewards programs for an e-commerce company, ideally in the health, wellness, beauty, or similar industry. Experience with Okendo, Yotpo, or similar is a big plus.
• 3-5 years managing a product review platform such as Okendo, Yotpo, or similar.
• Strong analytical skills with experience using Google Analytics, Excel, and/or BI tools like Power BI
• Excels at analyzing data into clear, actionable insights and plans that meet organizational goals and timelines
• Deep understanding of customer segmentation, personalization, and behavioral targeting
• Exceptional written and verbal communication skills, must be able to collaborate cross-functionally and gain buy-in through a data-centric approach.
• Excellent organizational skills and ability to manage multiple projects and deliverables simultaneously in a fast-paced, dynamic environment
• Must be comfortable building data-centric reports and presentations and presenting in a concise manner to both large and small groups regularly
• 1-2 years of experience managing people/team is a plus

Tech Stack

• BigQuery

Benefits

• Competitive Salary: $120,000
• $140,000 annually + bonus eligibility
• Fully remote position
• Flexible time off + 9 annual company holidays
• Your Birthday is a paid vacation day
• take the day to celebrate your awesomeness!
• 100% company-paid base plan Medical, Dental, and Vision Insurance for employees
• 100% company-paid Life Insurance and Short-Term Disability Coverage
• 3% Employer contributions to 401(k) regardless of employee participation! (Free money)
• Matching charitable contributions up to $2,500/year
• $1,200/annual Work from Home (WFH) stipend
• Employee recognition and rewards program
• Calm app subscription
• Pet insurance
• Free monthly employee product samples and team discounts
• Employee Referral Program
• Professional development fund for employees (We love HI-ER Education)
• And a collaborative, innovative work culture!