Senior Manager, Retention & Lifecycle Marketing

Gymreapers•Nampa, ID

7d•Onsite

About The Position

Gymreapers is seeking a highly analytical and strategic Senior Manager, Retention & Lifecycle Marketing to own customer retention strategy and drive long-term customer value across the business. This role is responsible for improving customer repurchase behavior, increasing returning customer rate, and maximizing customer lifetime value through email, SMS, loyalty, and post-purchase marketing initiatives. You will lead retention strategy, performance analysis, campaign planning, and vendor management while partnering closely with external agency partners who support tactical execution. This is not a pure execution role. We are looking for someone who can think strategically, identify opportunities within customer behavior data, build lifecycle marketing roadmaps, and hold internal teams and agency partners accountable for performance. Your primary mission: Increase 30/60/90-day repurchase rates, Grow returning customer %, Improve LTV and retention efficiency, Build scalable lifecycle systems that drive profitable repeat revenue.

Requirements

5+ years of experience in retention, lifecycle, CRM, or email/SMS marketing within DTC ecommerce
Strong understanding of customer lifecycle strategy and retention economics
Experience managing or partnering with external agencies or vendors
Strong analytical and reporting capabilities with cohort analysis experience
Familiarity with Klaviyo, Attentive/Postscript, Shopify, and ecommerce analytics tools
Experience building retention strategies that improve repurchase rates and LTV
Strong project management and communication skills

Nice To Haves

Experience in fitness, apparel, or performance/lifestyle brands preferred

Responsibilities

Develop and lead Gymreapers’ lifecycle marketing and retention strategy across email, SMS, loyalty, and post-purchase channels
Establish retention goals, KPIs, testing roadmaps, and reporting frameworks
Drive improvements in: 30-day repurchase rate, 60-day repurchase rate, 90-day repurchase rate, Returning customer rate, Customer lifetime value (LTV)
Analyze customer cohorts and identify opportunities to improve repeat purchase behavior
Identify which products, acquisition channels, and customer segments produce the highest long-term value
Oversee lifecycle programs including: Welcome series, Abandoned cart, Post-purchase flows, Win-back campaigns, Cross-sell and upsell campaigns, Loyalty and VIP programs, Replenishment flows
Partner with agency resources to execute campaigns, flows, segmentation, and testing initiatives
Ensure all lifecycle marketing aligns with broader ecommerce and product launch calendars
Build and refine customer segmentation strategies based on: Purchase behavior, Lifecycle stage, Product category, Customer value, Engagement behavior
Own loyalty and retention program strategy
Improve customer engagement and repeat purchasing through rewards, VIP experiences, and personalized lifecycle communication
Evaluate opportunities to improve retention through packaging inserts, direct mail, post-purchase education, and customer experience initiatives
Manage external retention marketing agency relationships and hold partners accountable to performance targets
Collaborate closely with: Ecommerce, Creative, Analytics, Paid Media, Customer Experience, Product & Merchandising
Translate customer insights into actionable business recommendations
Communicate retention performance, wins, opportunities, and testing learnings to leadership
Own weekly and monthly retention reporting
Monitor key metrics including: Revenue per recipient, Flow performance, Campaign performance, Cohort behavior, Subscriber growth, Deliverability health, Retention by acquisition source
Use data to prioritize testing opportunities and lifecycle optimization initiatives

Benefits

Competitive Pay
Company paid holidays
Paid Time Off (PTO)
Gymreapers on-site gym!
Newly renovated HQ!
401(k) with up to a 4% employer match
Life Flight Program, Voluntary
Employee Assistance Program
50% Employee Discount
100% Employer Paid: Medical, Dental and Vision
100% Employer Paid: Short-term and Long-term disability - life insurance for both employee and spouse/dependents
Health Savings Account (HSA) employee option