• Own the end-to-end lifecycle marketing strategy and roadmap across email, SMS, loyalty, subscriptions, and post-purchase engagement. • Translate company-level revenue, acquisition, and retention goals into clear lifecycle OKRs and quarterly execution plans. • Prioritize lifecycle initiatives based on opportunity sizing, incremental revenue potential, and customer impact. • Act as the internal subject matter expert on subscription-first lifecycle strategy within a health & wellness DTC business. • Develop sophisticated multi-channel automation workflows for onboarding, retention, product review acquisition, and re-engagement campaigns. • Create personalized messaging sequences based on customer segments, behaviors, and lifecycle stages. • A/B test subject lines, content, timing, pricing/discounts, and cadence to optimize open, unsubscribe, and click-through rates, product review acquisition, and overall conversion performance. • Build and manage campaign flows for onboarding, replenishment, upsell, loyalty, win-back, product review acquisition, and re-engagement. • Stay current on lifecycle marketing trends, privacy regulations, customer behavior insights, and platform updates. • Ensure all campaigns comply with FTC regulations, TCPA, CAN-SPAM, and other relevant marketing laws. • Develop and execute comprehensive retention strategies to reduce churn and maximize customer lifetime value. • Analyze customer behavior data to identify at-risk segments and implement targeted intervention campaigns. • Create and optimize customer journey maps to eliminate friction points and enhance the overall experience throughout the subscription lifecycle. • Design and implement strategies to drive subscription acquisition, upsells, and renewals. • Manage pricing experiments and promotional campaigns to optimize conversion rates. • Collaborate with product and marketing teams to develop compelling subscription offers, branded merchandise, and packaging strategies that align with customer needs and business objectives. • Build, launch, and continuously optimize a comprehensive loyalty and rewards program that drives customer retention, lifetime value (LTV), average order value (AOV), subscriptions, and overall repeat purchases. • Define program structure, point systems, reward tiers, and redemption mechanisms. • Monitor program performance metrics and iterate based on customer feedback and behavioral data to optimize participation and maximize the impact on retention. • Partner with the design team to ensure the program is visually compelling and representative of the brand book and style guide. • Lead vendor evaluation, RFP development, and selection for the loyalty and rewards platform. • Define business requirements, scoring criteria, and ROI expectations for loyalty vendors. • Own implementation planning, launch strategy, and post-launch optimization. • Ensure loyalty program is tightly integrated with subscriptions, reviews, and lifecycle communications. • Establish benchmarks for loyalty participation, redemption rates, and incremental revenue impact. • Develop and execute a comprehensive product review acquisition strategy across multiple touchpoints in the customer journey. • Implement and maintain review widgets and processes to promote the acquisition of 5-star product reviews and integrate acquisition points across digital and social environments, as well as email and SMS campaigns. • Design automated review request campaigns that optimize timing based on purchase patterns, delivery confirmations, and customer satisfaction indicators. • Review response and reputation management, and partner with the Customer Experience Team to establish protocols and templates for timely and professional responses to both positive and negative reviews. • Collaborate with marketing and e-commerce teams to strategically incorporate positive customer reviews and ratings into product pages, email campaigns, and advertising materials, creating systems to amplify positive reviews across marketing channels. • Conduct A/B tests on product review request timing, messaging, and incentive structures to optimize program performance. • Establish industry benchmarks and organizational KPIs, along with their applicable tracking mechanisms, for all lifecycle initiatives such as LTV, churn rate, repeat purchase rate, and CVR. • Regularly analyze and report on cohort data, retention curves, and revenue impact in weekly, monthly, and quarterly meetings. • Create detailed reporting dashboards and present insights to stakeholders. • Analyze product review content for product insights and feedback that can inform product development and customer experience improvements. • Track key product review metrics, like review velocity, average ratings, response rates, and impact on conversion rates, and transform them into actionable insights and plans. • Design and manage incrementality-focused lifecycle experiments, including holdout groups, cohort-based testing, and controlled rollouts. • Partner closely with the BI team to measure true revenue lift, not just engagement metrics. • Own cohort-based analysis of subscription retention, churn drivers, and LTV expansion. • Leverage BigQuery, Funnel.io, Power BI, and Looker Studio to build scalable, executive-level lifecycle reporting. • Maintain a centralized testing and learning repository to inform future roadmap decisions. • Partner with product development, paid media, customer experience, operational, and marketing teams to align lifecycle initiatives with broader business goals. • Collaborate with the design team to develop effective written and visual communications to power both campaign automations and the Loyalty and Rewards Program. • Partner with the Customer Experience Team to monitor product review performance and develop systems to drive efficiencies and five-star product review acquisitions. • Work closely with the BI team to ensure proper tracking implementation and access to necessary customer insights and behaviors. • Partner with Product, E-commerce, and Paid Media teams to support lifecycle planning for four new SKU launching in 2026. • Develop lifecycle launch playbooks for new products, including early adopter targeting, review acceleration, and subscription attachment. • Ensure post-launch lifecycle campaigns support trial-to-repeat conversion and long-term LTV growth. • 1-2 years of experience managing people/team is a plus.