Head of Retention & Lifecycle Marketing
About the role
We're seeking a strategic and experienced Head of Retention & Lifecycle Marketing to lead and execute our retention strategy. This senior leadership role is responsible for developing and delivering comprehensive strategies to reduce churn, maximize customer lifetime value, and create meaningful long-term relationships with our patients.
Key Responsibilities
Deeply understand the drivers of cancellations, deferrals, and CSAT — and evangelize those insights to prioritize retention across the organization.
Develop and maintain a retention framework that spans the full patient lifecycle — from onboarding through long-term engagement — with clear intervention points mapped to churn risk signals.
Own and evolve the company's approach to cancellation save flows, pause/deferral programs, and at-risk patient interventions.
Partner with Product, Analytics, Growth, and Operations to embed retention into broader business strategy.
Serve as the internal voice of the retained customer — bringing cohort-level insights to product roadmap discussions, pricing decisions, and CX investments.
Be relentlessly focused on business impact; connect retention and lifecycle initiatives directly to revenue, conversion, and customer health metrics.
Own execution across lifecycle channels — email, SMS, and in-app — to activate retention, winback, and engagement programs.
Build and optimize a library of always-on lifecycle programs including onboarding sequences, milestone communications, re-engagement flows, and winback campaigns.
Partner with Creative and Brand to ensure lifecycle communications reflect the brand voice and meet the high-information needs of our patient audience.
Own the patient membership levers that drive loyalty and community.
Identify and develop upsell and cross-sell moments within the lifecycle that drive LTV without compromising patient trust.
Embed operational and technical rigor across the team by translating strategy into execution through strong systems thinking, prioritization, and process discipline.
Drive data-driven decision-making with deep use of segmentation, cohort analysis, and experimentation to inform strategy and optimize performance.
Partner with the Growth & Marketing Analyst to define retention KPIs, dashboards, and reporting cadences that keep the org aligned on customer health.
Define and prioritize the retention testing agenda, partnering with Analytics to design and evaluate experiments across channels, offers, messaging, and timing.
Drive team effectiveness by setting clear direction, driving accountability, and elevating team performance through structured management.
Hire, develop, and retain a high-performing lifecycle and retention team; build bench strength and clear career paths within the function.
Establish the operating rhythm of the team — sprint planning, performance reviews, prioritization frameworks — to ensure consistent execution at pace.
Requirements
10+ years of experience in retention marketing, with retention — not acquisition — as the primary domain; D2C, subscription-based, or high-consideration products preferred.
Demonstrated success effectively managing remote teams in a fast-paced, high-growth environment.
Experience in high-touch customer relationship management within subscription-based DTC healthcare.
Strong understanding of customer journey mapping and experience optimizing touchpoints for long-term engagement.
Knowledge of customer psychology and decision-making in extended conversion cycles.
Data-driven approach with strong analytical skills and experience in customer behavior analysis.
Proficiency in CRM systems, marketing automation platforms, and customer analytics tools.
Excellence in cross-functional collaboration and stakeholder management.
Strong project management skills with ability to manage multiple initiatives simultaneously.
Excellent communication skills with ability to translate customer insights into actionable strategies.
Impact & Success Metrics
Increase customer retention rates and measurably reduce churn.
Improve customer health scores and engagement metrics across key cohorts.
Enhance customer lifetime value through successful upsell and expansion programs.
Reduce time-to-value for new patients.
Grow active community participation and member-to-member connections.
Enhance customer advocacy, referral rates, and community engagement metrics.
Company Overview
Alloy Health is the leading direct-to-consumer women’s digital health company providing women with expert care, trusted information, and personalized solutions to feel their best in perimenopause and menopause. Alloy is the only platform connecting women in all 50 states and Washington, D.C. with physicians trained specifically in menopause care. Our model offers longitudinal, one-on-one access to expert doctors who guide women through their full midlife journey, from the first symptoms to long-term maintenance. This includes not only care for hormonal health and menopause, but also solutions for weight management, skin and hair changes, sexual wellness, and more. Alloy provides clinical care, ongoing education, and a supportive community that empowers women to make informed decisions and feel like themselves again. Female-founded and female-led, Alloy isn’t just changing access to care, we’re changing the conversation. Our team includes nationally recognized experts in women’s health and aging, and our work has been featured in The New York Times, The Washington Post, Vogue, Women’s Health, Forbes, Oprah Daily, CBS Sunday Mornings, The Today Show and more.
Compensation & Benefits
Annual Salary: $185,000-235,000 commensurate with experience and geographic location
Competitive salary & equity package with mid-stage equity
Comprehensive health benefits (medical, dental, vision)
Company paid Short and Long Term Disability, Life Insurance
Fully remote role; employees are provided with a monthly stipend to cover mobile and WiFi expenses
Flexible time off policy
Equal Employment Opportunity
We are committed to equal opportunity in the terms and conditions of employment for all employees and job applicants without regard to race, color, religion, sex, sexual orientation, age, gender identity or gender expression, national origin, disability, or veteran status.