Retention and Lifecycle Manager

Role Description

This role leads Retention & Lifecycle Management for Primal Harvest across the US and EU. This individual will deliver LTV growth by developing a lifecycle management strategy, leading a team, managing testing, and working cross-functionally to drive improvements in customer economics, cohort quality, and contribution margin.

This role will develop and optimize a high performing end-to-end lifecycle management system (across CRM/account, loyalty, subscription, email/SMS, post purchase, etc.) and partner with acquisition/ecomm teams to ensure full funnel alignment. In addition, this role leads customer support to ensure close alignment between customer feedback and lifecycle optimization.

This person will be strategic, structured, hypothesis driven, highly analytical, a creative problem solver, an effective communicator, and an excellent team leader. With a strong commercial mindset and creative aptitude, this person will have a proven track record identifying opportunities in data and design and translating this into scalable strategies that deliver real performance improvements at scale.

This role reports to the VP/Head of Marketing and will collaborate closely with the marketing, brand, finance, and other functions.

What You Will Do

• Lifecycle Strategy & Roadmap
  • Own the end-to-end lifecycle marketing strategy and roadmap across email, SMS, subscription, loyalty, post-purchase journeys, etc.
  • Define KPIs, report on performance, identify insights, run effective tests, make recommendations, and deliver tangible performance improvements.
  • Identify key gaps and improvement opportunities and build the initiative roadmap.
  • Prioritize goals and initiatives effectively to focus on the most impactful opportunities.
  • Ensure initiatives and outcomes are aligned with overall company goals and targets.
• Email & SMS Management
  • Develop an impactful Email/SMS strategy including KPIs, goals, and priorities.
  • Define the end-to-end customer communication strategy (e.g., onboarding, retention, replenishment, up/cross-sell, win back, re-engagement, cart-abandonment, reminders).
  • Manage the Email and SMS team to deliver high quality campaign/flow development and execution in Klaviyo.
  • Define segments and build personalized journeys that deliver incremental performance.
  • Use data driven insights to improve performance and communicate key insights, results, and priorities effectively to the leadership team.
  • Collaborate effectively with the Brand/Creative teams to develop high quality briefs and output align with both performance brand objectives.
  • Proactively track market best practices, new AI capabilities & tools, and industry trends to deliver best in class outcomes.
  • Balance promotional, educational, product-focused, and lifecycle messaging to drive revenue while protecting customer trust.
  • Streamline workflows, briefing, reporting, QA, and lifecycle operations for speed, accuracy, and scale.
• Subscription, Loyalty & Post-Purchase Experience
  • Develop a high impact subscription, loyalty, and post purchase strategy to drive effective financial and customer outcomes.
  • Manage the retention team on CRM execution for subscription touchpoints, including subscriber messaging, add-ons, cancellation prevention, churn reduction, and retention.
  • Support loyalty and rewards communications, repeat-purchase nudges, customer education, and winback opportunities.
  • Build product-specific education journeys that reinforce product value, usage, routines, and reasons to continue.
• Performance, Testing & Reporting
  • Develop segmentation and A/B testing strategies across audiences, subject lines, send timing, offers, creative, messaging, and automated journeys.
  • Analyze weekly performance across email, SMS, automated flows, subscription touchpoints, and lifecycle campaigns.
  • Track key metrics including revenue, conversion, click rate, open rate, unsubscribe rate, repeat purchase, subscription conversion, churn signals, deliverability, and LTV.
  • Build an effective measurement and incrementality testing capability and collaborate closely with acquisition to ensure full-funnel alignment.
  • Partner with Analytics and Finance to connect CRM activity to customer behavior, retention outcomes, revenue, and business performance.
• Customer Support
  • Lead the customer support team to support overall customers and business goals (including marketing and operations priorities).
  • Build an AI enabled function that balances customer outcomes, compliance requirements, and business priorities in an impactful and cost effective manner.

Qualifications

• 5+ years of experience in CRM, retention marketing, lifecycle marketing, email/SMS marketing, customer engagement, or related e-commerce marketing roles.
• Proven success managing multi-channel lifecycle programs.
• Strong experience with segmentation, personalization, A/B testing, customer journeys, and retention analytics.
• Experience with subscription, loyalty, or repeat-purchase business models.
• Experience with CRM and customer engagement tools such as ESPs, SMS platforms, subscription tools, referral/loyalty platforms, e-commerce systems, and reporting tools.
• Experience managing campaign calendars, creative briefs, QA processes, launch timelines, and post-campaign reporting.
• Strong attention to detail and ability to ensure customer-facing communications are polished, accurate, compliant, and on-brand.
• Ability to operate strategically and tactically in a lean, fast-moving environment.
• Experience in CPG, supplements, wellness, health, beauty, or DTC e-commerce.
• People management or team lead experience.

Benefits

• Comprehensive Health Benefits
• Generous Paid Time Off and Holidays
• Paid Parental Leave (primary & non-primary)
• Short-term and Long-term disability
• 401K + Match
• ClassPass membership
• Flexible working options
• Team Events
• Product Discounts