Responsibilities

• 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.
• Drive repeat purchase and subscription enrollment for replenishable products (e.g., topicals, botanical supplement, and ingestibles).
• Create and optimize replenishment reminders and subscription lifecycle flows.
• Develop loyalty, referral, and rewards programs that deepen customer engagement.
• 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.
• Own lifecycle channels including email, SMS, push notifications, and retargeting.

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

• Prior experience with hemp-derived products
• Experience leading loyalty or referral programs (beyond basics)
• Strong writing and editing skills with attention to detail (already in requirements)