Lifecycle & Retention Marketing Manager

Lifecycle & Retention Marketing Manager

• Location: Remote
• Type: Full-time

About the Role

We're a fast-growing DTC health & wellness brand looking for a Lifecycle & Retention Marketing Manager to own the customer journey across email, SMS, loyalty, and retention programs. This role sits at the center of our customer engagement strategy — you'll create personalized experiences that increase retention, repeat purchase rate, lifetime value, and brand loyalty.

We're looking for someone who's both a strategist and an operator: someone who can develop lifecycle strategy while also executing campaigns, building automations, analyzing customer behavior, and optimizing performance. You'll partner closely with Ecommerce, Paid Media, Customer Experience, and Creative to make sure customers get the right message at the right time.

What You'll Do

Email Marketing

Own the email marketing calendar — promotional campaigns, product launches, seasonal initiatives, and automated customer journeys

Build, deploy, and optimize lifecycle flows: welcome series, abandoned cart, browse abandonment, post-purchase, replenishment, win-back, and re-engagement

Segment audiences to improve relevance, engagement, and revenue

Continuously test subject lines, creative, offers, content, timing, and targeting

Monitor email deliverability, list health, and subscriber engagement

SMS Marketing

Develop and manage the SMS program, including campaigns and automated flows

Ensure SMS and email work together as one cohesive lifecycle strategy

Grow and maintain a healthy, compliant SMS subscriber list

Loyalty & Retention

Own the loyalty and rewards program — strategy, execution, and ongoing optimization

Build initiatives that drive retention, repeat purchases, referrals, and LTV

Create lifecycle campaigns tied to loyalty milestones, rewards, VIP tiers, birthdays, and anniversaries

Monitor loyalty performance and recommend enhancements based on customer behavior and results

Partner with Customer Experience and Ecommerce to create a seamless loyalty experience

AIO/SEO Optimization

Optimize product, collection, and content pages for both traditional SEO and AI-driven search/discovery

Monitor how the site and products surface in search engines and AI tools (ChatGPT, Google AI Overviews, Perplexity), adjusting content and structure accordingly

Keep site structure, metadata, and content optimized for crawlability and machine-readable answers

Collaborate with content and paid ads teams to align organic and paid search strategies

Customer Lifecycle Strategy

Develop and optimize end-to-end customer journeys from first purchase through long-term loyalty

Identify customer segments and lifecycle opportunities using behavioral and transactional data

Build personalized lifecycle programs based on customer needs, interests, and purchase history

Create strategies to reduce churn and increase engagement

Partner with acquisition teams for a seamless prospect-to-customer transition

Who You Are

Passionate about health and wellness, motivated by helping people live healthier lives

Driven by metrics and growth, with a constant curiosity to improve performance

Comfortable moving fast in a high-growth, fast-paced environment

Deeply curious about consumer decision-making and how small details shape the user journey

A self-starter who stays on top of digital marketing and AI/search trends

Qualifications

3+ years of experience in lifecycle marketing, e-commerce, or digital marketing, with hands-on Shopify experience required

Direct experience running email marketing flows — Klaviyo experience preferred

Direct experience running e-commerce loyalty programming

Ability to balance hands-on execution with big-picture strategic thinking

Strong attention to detail and a proactive, ownership-driven approach to problem-solving

Excellent written and verbal communication skills, with the ability to collaborate cross-functionally (especially with the Paid Ads Manager and broader marketing team)

Bachelor's degree in Marketing, Business, Digital Marketing, or a related field, or equivalent experience

Technical Skills

Comfortable working across both the front-end and back-end of a website

Deep understanding of the Shopify ecosystem, including apps and integrations

At ease in email marketing platforms (e.g., Klaviyo), both designing and executing campaigns, plus experience with SMS marketing tools

Comfortable with numbers, analytics, and attribution modeling to inform decisions

Strong grasp of the technical back-end, paired with an obsession for front-end polish and brand alignment

Experience building landing pages for paid advertising campaigns