Lifecycle Director – Health & Wellness

🕒 Yesterday

🏄 California – Remote

🏄 California – Remote

💵 $170k - $190k / year

⏰ 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

• 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 • 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 • 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 Chief Retention Officer and Head of Ecommerce • Own cohort-based analysis of subscription retention, churn drivers, and LTV expansion • 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 • 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 • 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 • Report to the Chief Retention Officer 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

🎯 Requirements

• 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

• 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!