Manager, Lifecycle & Retention Marketing (DTC)

The Wonderful Company•Los Angeles, CA

36d•$105,000 - $115,000•Hybrid

About The Position

The Manager, Lifecycle & Retention Marketing will play a critical role in how FIJI Water connects with consumers at home. You will shape the programs that keep customers engaged, loyal, and delighted, transforming everyday hydration into an exceptional brand experience that lasts far beyond the first delivery. As the Manager, Lifecycle & Retention Marketing, you will own the full retention marketing strategy for FIJI Water Home Delivery. You will develop and execute programs that keep our subscribers engaged, delighted, and coming back. Reporting to the Director, DTC, you will lead lifecycle campaigns across email, SMS, and direct mail, using data and personalization to create experiences that feel distinctly FIJI. From onboarding and replenishment to churn prevention and reactivation, you will design every step of the subscriber journey to grow lifetime value and strengthen the connection between our customers and the FIJI brand. We are looking for a retention leader who combines analytical rigor with creative insight. The ideal candidate understands the subscription business model, thrives on personalization, and knows how to translate customer data into impactful marketing strategies that drive retention and LTV.

Requirements

3-5 years of experience in lifecycle or retention marketing required, ideally within a DTC subscription or recurring-delivery business.
Proven success developing retention strategies that drive measurable gains in LTV, repeat rate, and customer engagement.
Strong analytical skills with hands-on experience in cohort analysis, segmentation, and performance measurement.
Skilled in creating personalized, multi-channel customer journeys across email, SMS, and direct mail.
Collaborative, organized, and comfortable leading cross-functional initiatives.
Bachelor's degree in related field required.

Nice To Haves

Proficiency with E-commerce platforms such as Shopify, Klaviyo, and Ordergroove is preferred
Demonstrated ability to translate performance data into clear, actionable insights for cross-functional teams and leadership.
Experience managing loyalty programs is a plus.

Responsibilities

Own the Home Delivery marketing calendar, aligning brand, promotional, and lifecycle moments that drive engagement and repeat purchase.
Design, launch, and optimize automated journeys across email, SMS, and direct mail, including onboarding, replenishment, renewal, reactivation, and win-back.
Develop lifecycle campaigns that celebrate hydration as a ritual and position FIJI Water as an everyday luxury for subscribers.
Collaborate with Creative and Brand teams to craft messaging that feels premium, personal, and unmistakably FIJI.
Build testing roadmaps for offers, cadence, and creative to continuously optimize engagement and conversion.
Identify opportunities for cross-sell and upsell through personalized lifecycle programs.
Partner with Data and Paid Media teams to create cohesive, omnichannel experiences across customer touchpoints.
Own the end-to-end retention marketing strategy and roadmap, setting clear objectives to reduce churn, drive reactivation, and grow subscriber lifetime value (LTV).
Use behavioral data, cohort analysis, and segmentation to identify key retention drivers, high-value customer groups, and churn risks, and turn insights into actionable strategies.
Define and manage retention KPIs such as retention rate, churn, reactivation, and LTV, and forecast their business impact in partnership with Analytics and Finance.
Develop personalized retention initiatives informed by subscriber behavior, order cadence, and engagement patterns.
Partner cross-functionally with CX, Tech, and E-commerce to enhance the subscriber experience, streamline account management, and improve billing and delivery communications.
Champion the subscriber voice internally to ensure customer insights and feedback directly inform marketing and product improvements.

Benefits

Access to top-notch medical coverage comprehensive vision and dental plans, and a 401k with match eligibility to secure your financial future and including:
24/7 online physician consultations
virtual mental health resources
life coaching
engaging employee community groups
cash rewards for healthy habits and fitness reimbursements
library of on-demand fitness videos
Career Advancement Opportunities: Unlock your potential with clear paths for career progression and internal mobility across our diverse family of brands and business units.
Focused Learning and Development: Grow as a leader with our dedicated Learning and Organizational Development department, offering extensive resources like People Manager and leadership training, webinars, and eLearning courses.
Empowering Mentorship Program: Connect with colleagues through our company-wide mentorship program to share goals, overcome challenges, and drive your career forward.
Continuous Improvement Training: Participate in training that empowers all employees to learn and implement concepts that drive significant, positive change in the workplace.
Building a Healthy Society: To date, our co-Founders Lynda and Stewart Resnick, through their foundations and The Wonderful Company, have invested more than $2.5 billion in education, health and wellness, community development, and sustainability initiatives across California's Central Valley, Fiji, and the world.
Giving Back to the Community: Make a difference with Wonderful Giving, allowing you to allocate company-provided funds to up to three charities of your choice, and join Wonderful Neighbor to contribute to group service projects within our local communities.