Retention & Lifecycle Marketing Manager

Scope of the Role:

We are looking for a highly experienced, hands-on Retention & Lifecycle Marketing Manager to own and drive the customer retention strategy for a fast-growing US DTC brand.

This person will be responsible for maximising customer lifetime value (LTV), increasing repeat purchases, improving subscription adoption, and building a strong customer lifecycle strategy across email, SMS, loyalty, and subscription programmes.

The ideal candidate combines strategic thinking with strong technical execution. They should be comfortable building strategies from scratch, analysing customer behaviour, identifying opportunities, and independently implementing initiatives that generate measurable commercial results.

We are looking for someone who has worked with established US DTC brands, ideally within beauty or skincare, and understands how to scale retention in a high-growth e-commerce environment.

Duties and Responsibilities:

- Retention Strategy: Develop and own the overall retention and lifecycle marketing strategy, focused on increasing repeat purchases, customer engagement, and LTV.
- Email & SMS Marketing: Manage and optimise email and SMS marketing programmes, ensuring effective segmentation, personalisation, and campaign performance.
- Klaviyo Management: Build, manage, and continuously optimise automated flows, campaigns, segments, and customer journeys within Klaviyo.
- Lifecycle Automation: Develop and optimise key flows, including welcome series, abandoned cart, browse abandonment, post-purchase, replenishment, win-back, and re-engagement.
- Customer Retention: Identify opportunities to increase second purchases, repeat purchase frequency, and subscription enrolment.
- Loyalty & Subscription Programmes: Develop strategies to improve loyalty programme participation, subscription adoption, and recurring revenue.
- Customer Journey Optimisation: Improve the post-purchase experience and identify opportunities across the entire customer lifecycle.
- Data & Performance Analysis: Monitor key metrics, including repeat purchase rate, LTV, retention rate, churn, subscription conversion, email/SMS revenue, and campaign performance.
- Testing & Optimisation: Run A/B tests across messaging, timing, segmentation, offers, and customer journeys to continuously improve results.
- Cross-functional Collaboration: Work closely with the e-commerce, creative, paid media, and customer experience teams to align retention initiatives with wider business objectives.

Requirements:

- 4+ years of experience in retention, lifecycle marketing, or CRM management within DTC e-commerce.
- Strong hands-on experience with Klaviyo, including advanced flow building, segmentation, automation, and reporting.
- Proven experience managing both email and SMS marketing programmes.
- Experience working with US-based DTC brands; beauty, skincare, cosmetics, or wellness experience strongly preferred.
- Demonstrated success improving repeat purchase rates, customer lifetime value, and retention performance.
- Experience with loyalty programmes and subscription-based business models.
- Strong understanding of customer segmentation, purchasing behaviour, lifecycle marketing, and customer journey optimisation.
- Highly analytical, with the ability to translate data into actionable strategies.
- Excellent written and verbal English communication skills.
- Strong ownership, initiative, and the ability to execute independently without constant direction.
- Ability to work with sufficient overlap with Pacific Time.

Must-Have Skills & Experience:

- Advanced Klaviyo expertise.
- Email and SMS lifecycle marketing.
- Experience scaling retention for US DTC brands.
- Proven results in increasing repeat purchases and LTV.
- Customer segmentation and automated flow optimisation.
- Strong analytical and commercial mindset.
- Independent execution and ownership.
- Excellent English communication.

Nice-to-Have Skills:

- Beauty, skincare, cosmetics, or wellness industry experience.
- Experience with Recharge or other subscription platforms.
- Loyalty programme management.
- Experience with Shopify and Shopify Plus.
- Experience working with fast-growing brands generating significant e-commerce revenue.
- Experience building retention functions or strategies from scratch.

Deal-Breakers / Exclusions:

- Candidates with experience limited to campaign execution without strategic ownership.
- Candidates who have only worked with email newsletters and lack advanced automation experience.
- No hands-on Klaviyo experience.
- No measurable retention or revenue impact.
- Candidates who require significant supervision or struggle to work independently.
- Limited English communication skills.
- No reasonable overlap with Pacific Time.

Required Tools / Tech Stack:

Tool Required level
Klaviyo Advanced / Mandatory
Shopify / Shopify Plus Strong
SMS marketing platforms Strong
Recharge / Subscription platforms Preferred
Loyalty platforms Preferred
Google Analytics / Reporting Strong
Excel / Google Sheets Strong

We are looking for someone who can own the retention function end-to-end, combining strategic thinking with hands-on execution. This is not a junior campaign management position.

Skills

- 4+ years of retention, lifecycle marketing, or CRM management within DTC e-commerce, with advanced Klaviyo expertise, hands-on email and SMS lifecycle marketing experience, proven success scaling retention for US DTC brands and increasing repeat purchases and LTV, and strong analytical and commercial mindset with independent execution capability.

Beauty, skincare, cosmetics, or wellness industry experience, experience with Recharge or other subscription platforms, loyalty programme management, experience with Shopify and Shopify Plus, and experience building retention functions or strategies from scratch.

Klaviyo at advanced level, Shopify or Shopify Plus, SMS marketing platforms, Google Analytics or reporting tools, and Excel or Google Sheets.