Lifecycle Director – Health & Wellness

🕒 May 15

🏄 California – Remote

🏄 California – Remote

⏰ Full Time

🔴 Lead

👔 Director

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Hi-Altitude Brands

WebsiteLinkedInAll Job Openings

11 - 50 employees

🧘 Wellness

🛍️ eCommerce

👥 B2C

Wellness • eCommerce • B2C

Hi-Altitude Brands is a Los Angeles-based brand studio that creates, launches, and scales wellness and lifestyle consumer brands. The company blends creative strategy, product development, supply chain and operations, and performance marketing to build purpose-driven direct-to-consumer brands. Its portfolio includes Stonehenge Health, a science-informed supplements brand; Hi-Altitude emphasizes design, content, and media to drive growth and help brands evolve.

📋 Description

• Hi-Altitude / Stonehenge Health | Health & Wellness | Remote (California-Based)Stonehenge Health is a California-based health and wellness brand under the Hi-Altitude family of health-forward lifestyle brands. Through science-backed, thoughtfully formulated products, Stonehenge Health supports elevated wellness routines that help people feel their best, so they can fully enjoy life’s meaningful moments. • We are a fully remote team that values autonomy, ownership, and results. We move fast, test constantly, and hold ourselves to high standards. If you thrive in environments where your work has a direct, measurable impact, you will fit right in. • **Position Overview** • This is a CGO direct report with a focused mandate: own the post-purchase customer journey and the systems that compound revenue from existing customers. Hi-Altitude has built a successful DTC business through disciplined performance marketing; the Director of Lifecycle’s mandate is to build the retention engine that protects margin, drives subscription growth, and turns one-time buyers into long-term customers.

🎯 Requirements

• **Lifecycle Strategy & Roadmap Ownership** • - 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 • - Identify gaps in the customer journey and recommend new flows or triggers to drive incremental value in Klaviyo • **Email and SMS** • - Manage the Email/SMS Marketing Manager who executes campaigns and flow build-out in Klaviyo • - Set strategy for onboarding, retention, replenishment, win-back, and re-engagement programs • - 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 • - Manage pricing experiments and promotional campaigns in coordination with the CGO Head of Ecommerce • - 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 • - Define program structure, point systems, reward tiers, and redemption mechanisms • - 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 CGO and broader exec team • **Cross-functional Collaboration ** • - Report to the CGO and manage the Email/SMS Marketing Manager, who owns the day-to-day campaign and flow execution • - Partner with Copy Director, Head of Ecommerce, Head of CRO, Director of Analytics, and Director of Product Marketing on the cross-functional work that drives lifecycle performance • - Coordinate with VP Product and Supply Chain on fulfillment and inventory implications of retention campaigns, and with the Shopify development team on Shopify Plus build requests • 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 • - Hands-on experience with Klaviyo, Recharge, and Shopify Plus • - Experience evaluating, selecting, and launching a loyalty and rewards platform (Okendo, Yotpo, Smile.io, or comparable) • - 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 • - Remote-first mindset with ability to lead a distributed team effectively; located within driving distance of Los Angeles, CA, preferred

🏖️ Benefits

• - Competitive Salary • - Fully remote position • - Flexible time off + 9 annual company holidays • - Your Birthday is a paid vacation day - take the day to celebrate your awesomeness! • - 100% company-paid base plan Medical, Dental, and Vision Insurance for employees • - 100% company-paid Life Insurance and Short-Term Disability Coverage • - 3% Employer contributions to 401(k) regardless of employee participation! (Free money) • - Matching charitable contributions up to $2,500/year • - $1,200/annual Work from Home (WFH) stipend • - Employee recognition and rewards program • - Calm app subscription • - Pet insurance • - Free monthly employee product samples and team discounts • - Employee Referral Program • - Professional development fund for employees (We love HI-ER Education) • - And a collaborative, innovative work culture!