Responsibilities

• Lifecycle Strategy & Customer Journey Design
• Develop and execute lifecycle strategies across key stages: acquisition, onboarding, education, repeat purchase, subscription, and retention.
• Map and optimize customer journeys specific to wellness behaviors (e.g., first-time trial, regimen building, replenishment cycles).
• Working cross functionally to integrate product education and wellness storytelling into lifecycle touchpoints.
• Retention, Subscription & Loyalty Growth
• Drive repeat purchase and subscription enrollment for replenishable products (e.g., topicals, botanical supplement, and ingestible).
• Create and optimize replenishment reminders and subscription lifecycle flows.
• Develop loyalty, referral, and rewards programs that deepen customer engagement.
• Personalization & Segmentation
• Build customer segments based on health goals, purchase patterns, lifecycle stage, and engagement behavior.
• Deliver personalized recommendations and content (e.g., routines, bundles, wellness tips).
• Partner with research and marketing teams to align messaging with brand voice and scientific credibility.
• Campaign & Automation Management
• Own lifecycle channels including email, SMS, push notifications, and retargeting.
• Build and optimize automated flows such as:
• Welcome/onboarding series
• Abandoned browse/cart
• Post-purchase education & upsell
• Replenishment reminders
• Subscription renewal & churn prevention? (Note: kept as original phrasing)

Requirements

• Bachelor’s degree in Marketing, Business, or related field.
• 6-8+ years of experience in lifecycle marketing, CRM, or eCommerce, preferably in CPG, wellness, or health-related brands.
• Experience in DTC wellness, supplements, nutrition, beauty, or personal care brands; preferably with hemp derived products.
• Familiarity with subscription-based business models and replenishable products.
• Understanding consumer health journeys and behavior change psychology.
• Experience integrating content/education into marketing (blogs, quizzes, routines, assessments).
• Hands-on experience with email/SMS platforms (e.g., Klaviyo strongly preferred).
• Strong analytical mindset with experience using tools like Google Analytics, Looker, or similar.
• Strong knowledge of marketing principles.
• Proven success driving retention, LTV, and subscription growth.
• Excellent organizational skills with the ability to manage multiple campaigns and projects simultaneously.
• Strong writing and editing skills, with exceptional attention to detail.
• Basic knowledge of HTML/CSS for email design and layout adjustments is a plus.

Preferred

• Preferred experience with hemp derived products.

Benefits

• Charlotte's Web offers a diverse, quality work environment, a great compensation package, and a comprehensive benefits package.
• Our benefits include medical/dental/vision insurance, pet insurance, 401K match, short and long-term disability, flexible PTO, and sick time.
• Employees may be eligible for a discretionary bonus in addition to base pay. Annual bonuses are designed to reward individual contributions as well as allow employees to share in company results.

About Charlotte’s Web

• Charlotte’s Web wasn’t started as a company, it started as a mission to create a world where good health is attainable for all. The Charlotte's Web extract was something we gave away to people who could benefit from it, a few at first and then many.We labor every day to make this dream a reality and dedicate all our efforts to making the most trustworthy and dependable hemp products. From our seeds, soil, and hands-on approach to farming, to our own FDA registered manufacturing facilities, our rigorous standards for quality and consistency set Charlotte’s Web products apart. That’s why we are the leader in the industry in product quality, safety, and consistency. Our high-quality hemp extract harnesses powerful botanical benefits. Our field is the science of botanics and unlocking their po