Job description
Lifecycle Manager | Health and Wellness | Remote [PST/MST Required]
Stingray Direct is a dynamic, fast-paced, direct-to-consumer company specializing in the development and launch of innovative products across the health, wellness, and beauty industries through digital-first strategies. Our growing team of experts is committed to improving the lives of our customers. We are seeking an experienced Lifecycle Manager to own the development and ongoing management of our loyalty and rewards program, which encompasses product review acquisition, subscriptions, and all things impacting the lifetime value (LTV) of our customers. This role will champion ongoing improvements across our targeted key performance indicators, including but not limited to retention and churn rate, subscription and product review acquisition, and LTV. As a key member of the marketing team, the Lifecycle Manager will initially report to the Chief Marketing Officer and ultimately to the Director of E-commerce.
Email and SMS
- 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
Customer Retention & LTV Optimization
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.
Loyalty and Rewards Program
- 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.
Product Reviews
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.
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.
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.
Cross-functional Collaboration
- 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.
QUALIFICATIONS
- Bachelor’s degree in Marketing, Communications, Business, or a related field
- 3-5 years of hands-on experience developing and managing email/SMS lifecycle automated campaigns driving retention, subscriptions, and lifetime value rates. Experience with Klaviyo, Shopify and Recharge is a big plus.
- 3-5 years developing and managing loyalty and rewards programs for an e-commerce company, ideally in the health, wellness, beauty, or similar industry. Experience with Okendo, Yotpo, or similar is a big plus.
- 3-5 years managing a product review platform such as Okendo, Yotpo, or similar.
- Strong analytical skills with experience using Google Analytics, Excel, and/or BI tools like Power BI
- Excels at analyzing data into clear, actionable insights and plans that meet organizational goals and timelines
- Deep understanding of customer segmentation, personalization, and behavioral targeting
- Exceptional written and verbal communication skills, must be able to collaborate cross-functionally and gain buy-in through a data-centric approach.
- Excellent organizational skills and ability to manage multiple projects and deliverables simultaneously in a fast-paced, dynamic environment
- Must be comfortable building datacentric reports and presentations and presenting in a concise manner to both large and small groups regularly
- 1-2 years of experience managing people/team is a plus
What do you get for being so cool and joining our team?
- Competitive Salary: $120,000 - $140,000
- Fully remote working position
- Paid time off (PTO)
- Paid annual company holidays
- Your Birthday is a paid vacation day each year. Take the day to celebrate your awesomeness!
- 100% Company paid base plan Medical, Dental, and Vision Insurance
- 100% Company paid base plan Life Insurance and Short-Term Disability Coverage
- Employer matching 401K participation
- We match your charitable contributions up to $2,500/year
- Work from home (WFH) stipend of $100/month
- Free monthly employee product samples and discounts
- Fun company social and team-building gatherings with travel provided
- Work/life balance
- Professional development opportunities
- Collaborative and innovative work environment
