Lifecycle Director- Health & Wellness

Position Overview

This is a Chief Retention Officer direct report with a focused mandate: own the post-purchase customer journey and build the systems that compound revenue from existing customers. Hi-Altitude Brands has built a successful D2C business on disciplined performance marketing, and now it's time to build the retention engine that protects that margin.

Requirements

• Lifecycle Strategy & Roadmap Ownership
• 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
• Identify gaps in the customer journey and recommend new flows or triggers to drive incremental value in Klaviyo
• Manage the Email/SMS Marketing Manager who executes campaigns and flow build-out in Klaviyo
• Define segmentation strategy based on behavioral, transactional, and subscription attributes
• Partner with the Copy Director on copy strategy across campaigns, automated flows, and SMS programs
• Ensure all programs comply with FTC, TCPA, CAN-SPAM, and other relevant marketing regulations
• Subscription Retention & LTV Optimization
• Develop and execute retention strategies that reduce churn, target at-risk segments with intervention campaigns, and drive subscription acquisition, upsells, and renewals
• Optimize the subscription customer journey across Shopify Plus and Recharge to eliminate friction and improve trial-to-repeat conversion
• Own cohort-based analysis of subscription retention, churn drivers, and LTV expansion
• Loyalty and Rewards Program
• Build, launch, and continuously optimize a comprehensive loyalty and rewards program that drives retention, LTV, AOV, subscription attachment, and repeat purchase
• Lead vendor evaluation, selection, implementation, and post-launch optimization for the loyalty platform
• Ensure the loyalty program is tightly integrated with Shopify Plus, Recharge subscriptions, the review platform, and lifecycle communications
• Establish benchmarks for loyalty participation, redemption rates, and incremental revenue impact
• Reviews Acquisition
• Develop and execute the review acquisition strategy through email and SMS request flows triggered across the customer journey
• Design automated review request campaigns that optimize timing based on purchase patterns, delivery confirmations, and customer satisfaction signals
• Conduct A/B tests on review request timing, messaging, and incentive structures to optimize program performance
• Partner with the Head of Ecommerce on review platform optimization (Okendo, Yotpo), including widget display in Shopify Plus, and on-site integration
• Partner with CX on review response and reputation management protocols
• Partner with the Consumer Insights Lead on extracting product and customer insights from review content
• Data Analysis and Performance Optimization
• 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
• Design and manage incrementality-focused lifecycle experiments, including holdout groups, cohort-based testing, and controlled rollouts
• Partner closely with the Director of Analytics to measure true revenue lift, not just engagement metrics
• Leverage BigQuery, Funnel.io, and Power BI to build scalable, executive-level lifecycle reporting
• Maintain a centralized testing and learning repository to inform future roadmap decisions
• Report weekly and monthly on key KPIs to the Chief Retention Officer and broader exec team

Qualifications

• 7-10+ years in lifecycle, retention, or CRM marketing at DTC consumer brands in health, wellness, beauty, or consumables, with 3-5 years at Director level or above
• Proven track record in building and scaling subscription retention programs that materially improved LTV and reduced churn
• Strong analytical capability with hands-on use of Power BI, BigQuery, and Funnel.io; comfortable interpreting MTA and MMM outputs (Northbeam or comparable) to inform retention strategy and LTV-by-channel analysis
• Experience designing and running incrementality-focused experiments (holdouts, cohorts, controlled rollouts)
• Direct management experience over at least one execution-focused IC (email/SMS, lifecycle, or CRM marketing manager) with clear accountability for execution quality and performance
• Strong understanding of compliance for email and SMS marketing (FTC, TCPA, CAN-SPAM, GDPR)
• Experience operating in a subscription-first business model where retention drives the majority of revenue