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