Retention & Lifecycle Marketing Manager

Role Overview

• Develop and implement retention-focused lifecycle strategies and campaigns that increase repeat purchase rate, reduce churn, and grow customer lifetime value.
• Identify lifecycle gaps and customer drop-off points, build customer journey maps, and use behavioral data to develop strategies that increase repeat purchase, strengthen loyalty, and support long-term customer retention.
• Own the day-to-day management and optimization of retention-focused lifecycle programs, including post-purchase, replenishment, cross-sell, upsell, win-back, subscription reactivation, and customer education flows.
• Support key acquisition-adjacent lifecycle touchpoints, including opt-ins, welcome flows, and abandoned cart programs, ensuring they contribute to long-term customer value.
• Develop post-purchase education strategies that help customers use products successfully, stay engaged, and better understand the value of the brand and its products.
• Design, build, and optimize email templates and lifecycle campaigns, ensuring visually impactful, brand-consistent communications and strong deliverability across the customer journey.
• Implement advanced customer segmentation, personalization, and dynamic content strategies to deliver targeted, relevant messaging that improves engagement, retention, and lifetime value.
• Design and execute strategic A/B tests across lifecycle programs and proactively implement optimizations based on performance data, customer behavior, and industry best practices.
• Own and maintain the retention dashboard, monitor and analyze key performance metrics, including open rates, click-through rates, conversion rates, revenue, retention, and lifetime value, and proactively bring forward insights and recommendations to improve performance.
• Actively monitor and optimize deliverability, inbox placement, and subscriber health to protect channel performance and maximize reach.
• Stay current with lifecycle and email marketing trends, proactively recommending new tools, technologies, and strategies to improve performance and customer experience.
• Collaborate cross-functionally with Customer Experience, Product, E-commerce, Subscription, and Creative teams to improve retention outcomes and strengthen the overall customer journey.

Requirements

• Bachelor’s degree in Marketing, Advertising, Communications, Business Administration, or a related field.
• 5+ years of experience in email marketing, with significant lifecycle and retention marketing experience for DTC ecommerce brands in the CPG and/or health and wellness space.
• Proven experience developing and implementing lifecycle strategies and campaigns that improve repeat purchase rate, reduce churn, and grow customer lifetime value.
• Strong hands-on experience owning and optimizing retention-focused lifecycle programs, including post-purchase, replenishment, cross-sell, upsell, win-back, subscription reactivation, and customer education flows.
• Expert-level proficiency in Klaviyo, including advanced segmentation, automation, personalization, and deliverability best practices.
• Strong experience designing, building, and optimizing email templates and lifecycle campaigns, with a solid understanding of email UX, mobile responsiveness, inbox rendering, and QA best practices.
• Strong analytical skills with experience interpreting lifecycle and email performance metrics, using customer behavior data to identify opportunities, and designing and analyzing A/B tests to inform optimization strategies.
• Experience monitoring and optimizing deliverability, inbox placement, and subscriber health.
• Exceptional attention to detail and strong project management skills, with the ability to manage multiple priorities, maintain accuracy, and consistently deliver high-quality work on time.
• Strong verbal and written communication skills, with the ability to clearly explain performance insights, technical considerations, and strategic recommendations to non-technical stakeholders.
• Proactive, resourceful, and comfortable working independently in a fast-paced, remote environment, with strong problem-solving skills and the ability to anticipate challenges and identify solutions.

Benefits

• Health insurance
• Dental insurance
• Vision insurance
• 401(k)
• Paid time off
• Flexible schedule