Head of Email and SMS - DTC Health and Wellness

Brand Bolt•Denver, CO

About The Position

Brand Bolt is a portfolio of direct-to-consumer brands in the health, wellness, and beauty space. We build category-defining brands through disciplined operations, data-driven marketing, and world-class customer experience. Retention is not a support function for us — it is a growth engine. We're looking for a Head of Email & SMS who will obsess over lifecycle marketing, post-purchase revenue, and lifetime value across our brands. This person must be expecereince working with DTC Health and Wellness brands in skincare, healthcare, supplements, etc. This role owns email and SMS strategy, execution, and revenue across the entire Brand Bolt portfolio. You will be responsible for: Driving higher LTV, repeat purchase rate, and subscription retention through owned channels Building and optimizing all lifecycle flows and campaigns Turning customer data and behavior into segmentation, personalization, and revenue opportunities Collaborating cross-functionally to ensure messaging reflects product, customer feedback, and brand positioning This is a high-ownership, high-impact role for someone who treats email and SMS like profit centers, not broadcast channels.

Requirements

5+ years in DTC email/SMS marketing or lifecycle management in health and wellness DTC brands in skincare, beauty, supplements, etc. (this is must)
Proven track record managing multi-brand email/SMS programs
Deep expertise with Klaviyo, Attentive, Postscript, or similar platforms
Strong familiarity with subscription models and Shopify ecosystems
Experience with segmentation, automation, and deliverability best practices
Extremely data-driven with strong analytical and testing discipline
Obsessed with details, performance metrics, and follow-through
Comfortable owning revenue targets and being held accountable
Strong copywriting instincts and ability to collaborate with writers
Bias toward action, rapid testing, and iteration
Thinks like an operator and revenue owner, not just a channel manager

Responsibilities

Lifecycle Marketing Strategy & Execution
Own all email and SMS across the customer lifecycle: Welcome and onboarding sequences, Educational flows (product usage, benefits, tips), Replenishment and reorder reminders, Cross-sell and upsell campaigns, Win-back and churn prevention, Subscription lifecycle messaging (dunning, pause prevention, upgrade nudges), VIP and loyalty engagement
Build campaign calendars that balance promotional sends with retention and education
Ensure all messaging aligns with brand voice, positioning, and customer stage
Revenue & LTV Growth
Own and improve: repeat purchase rate, email/SMS attributed revenue, subscription retention and churn, incremental LTV from owned channels
Identify drop-off points in the lifecycle and build flows to address them
Partner with customer service, product, and ops teams to surface friction points and fix root causes of churn
Testing, Optimization & Personalization
Continuously test: subject lines and preview text, send timing and frequency, offers and CTAs, segmentation and personalization, flow triggers and logic
Use behavioral data, purchase history, and engagement signals to create dynamic segments
Build predictive models for churn risk, next purchase timing, and high-value customer identification
Data, Insights & Reporting
Build dashboards tracking: email/SMS revenue and attribution, engagement metrics (open rate, CTR, conversion rate), lifecycle performance by cohort, incrementality and true lift, list health and deliverability
Use cohort analysis to understand what drives retention and repeat purchases
Surface customer insights that inform product development, creative strategy, and acquisition messaging
Retention Innovation & Experimentation
Identify and pilot new retention channels and tactics beyond email/SMS (direct mail, surprise-and-delight programs, packaging inserts, exclusive communities, etc.)
Design tests with clear hypotheses, success metrics, and budget parameters
Scale what works and kill what doesn't quickly
Platform Management & Deliverability
Manage email/SMS platforms (Klaviyo, Attentive, Postscript, etc.) and integrations with Shopify, subscription tools, and CDP/analytics stack
Monitor deliverability, sender reputation, and compliance (CAN-SPAM, TCPA, etc.)
Optimize list growth strategies while maintaining quality and engagement
Cross-Functional Collaboration
Work closely with: customer service (to understand pain points and feedback), creative and copy teams (to develop high-converting assets), paid media and acquisition (to align messaging and LTV strategy), product and ops (to ensure promises match delivery)
Act as the voice of the customer and advocate for retention-first decisions