Retention Marketing Manager D2C | Klaviyo & Lifecycle

About the Role

We are looking for a Retention & Growth Marketing Manager to drive repeat revenue and sustainable growth for our D2C wellness supplement brand. You will own the full customer lifecycle from visit to re-engagement by optimizing conversion funnel, building life cycle marketing programs, and using data to continuously improve how we grow and retain customers. This is a high-ownership role suited for someone with 5+ years of D2C or e-commerce experience who is equally comfortable with strategy and hands-on execution.

What You'll Own

Retention & Revenue Growth

• Own repeat purchase rate, LTV, ARPU, and first-to-second order conversion.

• Improve repurchase frequency and reduce time-to-repeat across customer cohorts.

• Drive revenue per visitor alongside the performance marketing team.

• Build quarterly retention roadmaps aligned to revenue and margin goals.

• Maintain a strong understanding of CAC:LTV ratios and payback periods.

Lifecycle & Email Marketing

• Own end-to-end lifecycle journeys: welcome, onboarding, activation, engagement, and win-back.

• Build and optimize email programs in Klaviyo automated flows, broadcast campaigns, segmentation, and A/B tests.

• Manage multi-channel CRM communication across Email, WhatsApp, SMS, and Push.

• Design behavioral triggers, personalization logic, and loyalty-led interventions to maximize LTV.

Segmentation & Campaign Strategy

• Build and continuously evolve customer segmentation frameworks based on behavior, purchase history, and lifecycle stage.

• Identify the right user journey levers and design campaigns to drive segment progression.

• Use user research, usage data, and competitive analysis to identify new campaign opportunities including seasonal moments like Women's Day, Black Friday, and category events.

• Run A/B experiments across messaging, offers, frequency, and channel mix.

Conversion & Funnel Optimization (Shared)

• Collaborate with the acquisition team on PDP, cart, and checkout experience improvements as a shared product marketing responsibility.

• Identify funnel drop-offs and work with product and tech teams to drive UX enhancements.

• Contribute to improving conversion rate, cart-to-checkout rate, and checkout success rate as shared goals with the broader growth team.

Insights, Reporting & Collaboration

• Partner with the Analytics team to surface actionable insights from cohort, funnel, and campaign data.

• Build and maintain regular reports on CRM performance, retention metrics, and campaign ROI.

• Work closely with Growth, Performance Marketing, Product, and Leadership as a cross-functional partner.

What We're Looking For

• 4+ years building retention or growth programs for a D2C or e-commerce brand.

• Hands-on Klaviyo expertise is a must - flows, segmentation, campaign execution.

• Experience in a wellness, health, beauty, or consumer supplement brand is a strong plus.

• Strong understanding of LTV, cohort analysis, repeat rate, and unit economics.

• Comfortable owning both retention metrics and contributing to broader funnel/conversion goals.

• Data-driven with an experimentation-first mindset; proficient in analytics tools (GA, Klaviyo, Shopify, MS Clarity or equivalent).

• High ownership, startup-ready mindset - comfortable wearing multiple hats.

You'll Be Measured On

• Repeat purchase rate and first-to-second order conversion

• Customer LTV and ARPU

• Email/CRM channel revenue contribution

• Cohort retention and churn reduction

• Conversion rate and cart-to-checkout rate (shared goal)

• Revenue per visitor (shared goal with performance marketing)