Manager, Retention Marketing

Golden Hippo•Woodland Hills, CA

2d•Hybrid

About The Position

The Manager, Retention Marketing serves as the strategic and operational lead for customer retention, lifecycle marketing, and Customer Lifetime Value (LTV) initiatives across the Women’s Health & Beauty brand portfolio. Reporting to the Associate Director, Growth Marketing, this role owns the end-to-end post-purchase ecosystem, including email and SMS lifecycle marketing, subscription churn reduction, loyalty and rewards programs, the unboxing customer experience, and re-engagement campaigns. The manager leads a dedicated team to increase repeat-order revenue and customer retention, turning first-time buyers into high-LTV repeat customers across portfolio brands. The role oversees retention strategy and metrics, automated lifecycle journeys, campaign calendars, and retention operations. It partners with marketing, customer service, creative, and digital experience teams to improve post-purchase communications and customer experience. The manager also leads testing and reporting on retention performance across brands.

Requirements

Comprehensive understanding of post-purchase customer psychology, product habituation, and customer lifetime value levers in beauty/health CPG.
Strategic leadership skills, balancing cohort analysis with hands-on oversight of team deliverables.
Excellent cross-functional collaboration skills, including the ability to bridge growth metrics with creative, community, and customer service teams.
Bachelor’s degree in Marketing, Business, Communications, or a related field, or equivalent practical experience.
At least 5 years of hands-on retention, lifecycle, and customer marketing experience in a high-volume direct-to-consumer e-commerce environment.
At least 2 years of direct people-management experience overseeing specialists, coordinators, or operations leads, with 2 or more direct-report FTEs.
Proven success managing holistic retention initiatives beyond email/SMS, including subscription management, customer loyalty programs, direct mail, and churn-reduction strategies.
Deep working knowledge of enterprise ESPs such as Klaviyo, SMS marketing tools such as Attentive, and subscription platforms.
Strong analytical background, with demonstrated ability to analyze cohort economics, LTV curves, subscription churn metrics, and repurchase rates.

Nice To Haves

At least 3 years of retention strategy experience specifically in the Health, Beauty, Skincare, or Wellness DTC verticals.
Experience managing and scaling retention for a base of 10,000 or more active subscribers.
Background in direct-response copy frameworking and conversion rate optimization for post-purchase upsell pages.
Proficiency with e-commerce analytics and business intelligence platforms such as Google Analytics/GA4, Shopify Plus, and Looker.

Responsibilities

Own business-unit retention metrics, including 30/90/180/360-day cohort LTV, repurchase rates, subscription churn, active subscriber retention, and repeat contribution margin.
Develop multi-channel post-purchase retention strategies across email, SMS, direct mail, loyalty/VIP programs, custom inserts, and customer portal experiences.
Lead subscription optimization strategies, including skip/swap features, delivery frequency options, surprise-and-delight perks, and churn-prevention flows.
Partner with the Associate Director, Offer Managers, and Brand Managers on back-end cross-sell, bounce-back offers, and bundle upgrades that complement acquisition offers.
Oversee and continuously optimize automated email and SMS lifecycle journeys, including welcome, post-purchase education, replenishment, subscription onboarding, win-back, and VIP loyalty flows.
Manage the weekly and monthly email and SMS broadcast campaign calendar across portfolio brands.
Direct the Email Ops Specialist on campaign builds, deployment QA, deliverability health, and inbox placement across ESP platforms.
Lead the A/R Specialist on retention workflows, subscription account maintenance, failed-payment recovery (dunning), and post-purchase customer touchpoints.
Partner with Customer Service to analyze escalation feedback, product return drivers, and churn reasons, and develop cancel/save and proactive educational campaigns.
Work with Creative to brief direct-response email/SMS copy, video tutorials, usage guides, and post-purchase graphic assets.
Collaborate with the Associate Director of Digital Experience & Community to incorporate user-generated content, customer reviews, and organic social trends into retention touchpoints.
Conduct A/B tests across messaging angles, offer structures, delivery timing, channel mix, and landing-page layouts.
Deliver weekly and monthly executive dashboards tracking repeat revenue share, cohort payback metrics, LTV curves, and retention campaign ROI across brands.