Senior Lifecycle & Retention Marketing Manager

Pearl West is seeking a seasoned lifecycle and retention marketing leader to optimize the customer journey across their DTC brands. The role involves developing comprehensive lifecycle strategies, implementing retention programs, and driving customer engagement to improve key retention metrics and revenue.

Responsibilities:

• Design and implement end-to-end lifecycle marketing programs across email, SMS, push, and emerging channels
• Build sophisticated segmentation strategies based on customer behavior, purchase patterns, and engagement signals
• Own retention metrics including repeat purchase rate, customer LTV, churn reduction, and engagement KPIs
• Develop win-back, reactivation, and cross-sell/upsell campaigns that drive meaningful revenue
• Architect and optimize loyalty programs that drive repeat purchase behavior and increase customer lifetime value
• Manage subscription retention strategies, reducing churn and improving take rates
• Implement tiered rewards structures, referral programs, and VIP experiences that create lasting brand affinity
• Drive a rigorous testing roadmap across messaging, timing, offers, and creative
• Analyze cohort performance, identify trends, and translate insights into actionable strategies
• Stay ahead of industry benchmarks and bring best practices from leading DTC brands into our ecosystem
• Partner with growth, product, and customer experience teams to create seamless customer journeys
• Manage relationships with technology vendors, agencies, and freelancers to execute at high velocity
• Build processes and systems that allow lean teams to operate efficiently at scale
• Conduct comprehensive audit of current flows, campaigns, and customer segments across all brands
• Benchmark performance against industry standards and identify performance gaps
• Map the complete customer journey and identify friction points or missed opportunities
• Implement 3-5 quick wins that can show immediate impact (copy improvements, timing optimizations, segment fixes)
• Establish baseline metrics and reporting infrastructure
• Launch additional high-impact customer segments based on behavior, value, and lifecycle stage
• Redesign underperforming flows with optimized messaging, cadence, and offers
• Begin systematic A/B testing program across key touchpoints
• Improve Month 1 retention rate by 20% through optimized onboarding and early engagement
• Develop 90-day testing roadmap with prioritized initiatives
• Improve Month 2 and Month 3 retention rates by 20% through enhanced nurture and replenishment strategies
• Launch or optimize loyalty program mechanics to drive repeat behavior
• Implement advanced win-back and reactivation campaigns for lapsed customers
• Increase overall customer LTV by 30% through improved retention cohorts and frequency
• Build scalable processes and playbooks that allow lean team execution

Requirements:

• 5-7+ years in lifecycle, retention, or CRM marketing roles at fast-growing DTC brands
• Proven track record of improving key retention metrics—show us the before/after of programs you've built
• Experience managing or scaling brands from $10M+ to $50M+ in revenue
• History of building and managing lean, high-output teams (even without direct reports)
• Deep knowledge of retention and loyalty platforms (Klaviyo, Attentive, Yotpo, Smile.io, LoyaltyLion, etc.)
• Strong proficiency with subscription platforms (Recharge, Skio, Bold, etc.) and their retention levers
• Comfortable with analytics tools and building dashboards to track performance
• Understanding of customer data platforms and segmentation strategies
• You know industry benchmarks cold and can articulate what good looks like
• You understand cohort analysis, LTV modeling, and retention economics
• You can balance long-term brand building with short-term revenue optimization
• You stay plugged into what's working across leading DTC brands
• Scrappy self-starter who thrives in fast-paced, resource-constrained environments
• Bias toward action and testing over perfection and planning
• Comfortable wearing multiple hats and rolling up your sleeves
• Excellent project management skills—you ship things on time and hit your numbers
• You've built a loyalty or subscription program that has become a meaningful revenue driver
• You have case studies showing 15%+ improvement in retention metrics
• You're active in DTC communities and stay ahead of emerging tactics
• You've managed complex tech stacks and can evaluate/implement new tools independently
• You have experience across multiple categories (pet brand, consumables, supplements, beauty, etc.)