Responsibilities

• Own and evolve the complete subscriber lifecycle — lead nurture, activation, habit formation, second- and third-box conversion, long-term engagement, upsell, cross-sell, win-back, reactivation, and referral — with a measurable objective and defined intervention for every stage.
• Build and maintain detailed lifecycle journey maps documenting customer states, trigger events, friction points, behavioral milestones, exit risks, and intervention opportunities.
• Partner with Product, Growth, Creative, Clinical, and Customer Care to continuously identify and close gaps in the subscriber experience.
• Write creative briefs for lifecycle campaigns and partner with Brand and Creative to ensure assets meet email and SMS best practices while aligning with business goals.
• Develop initiatives that improve 7-day, 33-day, 63-day, 93-day and annual subscriber retention.
• Reduce voluntary and involuntary churn through personalized messaging, payment recovery, education, habit-formation programs, and predictive intervention.
• Identify leading indicators of churn — declining engagement, skipped shipments, customer service interactions, purchase behavior, refill timing, and treatment adherence — and build automated journeys that intervene before cancellation.
• Build reactivation and win-back programs segmented by reason for churn, time since cancellation, clinical history, engagement level, product usage, and previous offers.
• Continuously optimize creative, offers, timing, and channel mix for reactivation and win-back campaigns.
• Deliver personalized lifecycle experiences using behavioral data, purchase history, treatment stage, subscriber tenure, predicted lifetime value, and predicted churn risk.

Requirements

• 8+ years leading lifecycle marketing or CRM for a subscription, D2C, or other recurring-revenue business, with a track record of improving retention, reducing churn, and increasing customer lifetime value.
• Deep understanding of subscription economics, retention strategy, and cohort analysis; experience designing complex, multi-channel lifecycle journeys across email, SMS, push, in-app, and onsite experiences.
• Fluency with the technical fundamentals of CRM systems, including data architecture, coding best practices, and deliverability management.
• Hands-on experience with CRM or ESP platforms such as Klaviyo, Iterable, Braze, Customer.io, or Recharge, including managing vendor relationships, contracts, budgeting, and forecasting.
• Strong analytical skills using SQL and tools such as Looker, Tableau, Amplitude, Mixpanel, Hex, or GA4, with the ability to turn data into a clear narrative for cross-functional stakeholders.
• Demonstrated ability to lead cross-functional experimentation (A/B testing, segmentation) and influence Product, Engineering, Growth, and Creative teams without formal authority.
• Working familiarity with AI tools (e.g., Claude, ChatGPT, Gemini) and demonstrated strong judgment applying them to lifecycle work such as segmentation, briefs, and reporting, with accountability for reviewing and validating outputs before use.

Benefits

• 💰 Competitive compensation and equity package (RSUs)
• 🥼 Comprehensive benefits: Medical, dental, vision, FSA and HSA, supplemental coverages (critical illness, accident, hospitalization), and 401(k)
• 🧘🏻‍♀️ Access to wellbeing perks, including OneMedical, Spring Health, SoFi, and Employee Assistance Program
• 🌴 Flexible paid time off and holiday policy
• 🐣 Paid parental leave (birthing and non-birthing parents)
• 💜 Employee donation matching program
• 🫱🏻‍♀️🫲🏽 Culture Committee and employee resource groups for virtual and in-person connectivity
• ✨ Complimentary VIP Subscription to Curology or Agency, plus online retail discount
• The estimated base salary range for this role is $147,000 – $190,000 per year, plus a competitive equity package and benefits. Actual compensation will be determined based on several factors, including location, skills, experience, and job-related expertise.