Lifecycle Manager - Health & Wellness

Hi-Altitude Brands

9h•Remote

About The Position

Stonehenge Health, a California-based health and wellness brand under the Hi-Altitude family, is seeking an experienced Lifecycle Manager. This role will be responsible for the development and ongoing management of the company's loyalty and rewards program, including product review acquisition, subscriptions, and all factors influencing customer lifetime value (LTV). The Lifecycle Manager will drive improvements across key performance indicators such as retention, churn rate, subscription and product review acquisition, and LTV. This position is a key member of the marketing team, initially reporting to the Chief Marketing Officer and ultimately to the Director of E-commerce.

Requirements

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
3-5 years developing and managing loyalty and rewards programs for an e-commerce company, ideally in the health, wellness, beauty, or similar industry
3-5 years managing a product review platform
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 data-centric reports and presentations and presenting in a concise manner to both large and small groups regularly

Nice To Haves

Located in the Los Angeles area preferred
Experience with Klaviyo, Shopify and Recharge is a big plus
Experience with Okendo, Yotpo, or similar (for loyalty and rewards programs)
Experience with Okendo, Yotpo, or similar (for product review platform)
1-2 years of experience managing people/team is a plus

Responsibilities

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
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
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
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
Lead vendor evaluation, RFP development, and selection for the loyalty and rewards platform
Define business requirements, scoring criteria, and ROI expectations for loyalty vendors
Own implementation planning, launch strategy, and post-launch optimization
Ensure loyalty program is tightly integrated with subscriptions, reviews, and lifecycle communications
Establish benchmarks for loyalty participation, redemption rates, and incremental revenue impact
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
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
Design and manage incrementality-focused lifecycle experiments, including holdout groups, cohort-based testing, and controlled rollouts
Partner closely with the BI team to measure true revenue lift, not just engagement metrics
Own cohort-based analysis of subscription retention, churn drivers, and LTV expansion
Leverage BigQuery, Funnel.io, Power BI, and Looker Studio to build scalable, executive-level lifecycle reporting
Maintain a centralized testing and learning repository to inform future roadmap decisions
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
Partner with Product, E-commerce, and Paid Media teams to support lifecycle planning for four new SKU launching in 2026
Develop lifecycle launch playbooks for new products, including early adopter targeting, review acceleration, and subscription attachment
Ensure post-launch lifecycle campaigns support trial-to-repeat conversion and long-term LTV growth