Senior Retention & Lifecycle Marketing Manager Klaviyo (D2C)

We're looking for a Senior Retention & Growth Marketing Manager to drive repeat revenue and sustainable growth for our D2C wellness supplement brand. Hands-on Klaviyo expertise is a hard requirement you have personally built and managed flows, segmentation, and campaign execution yourself, not just directed a team that does.
You will own the full customer lifecycle from first purchase through long-term retention, building and running lifecycle marketing programs hands-on in Klaviyo. This is a high-ownership, individual-contributor role for someone who has spent their career building and executing retention/CRM systems directly.
What You'll Own
Lifecycle & Email Marketing (Core)
• Build and own end-to-end lifecycle journeys hands-on in Klaviyo: welcome, onboarding, activation, win-back, and replenishment flows.
• Design, build, and continuously optimize automated flows, broadcast campaigns, segmentation, and A/B tests directly in Klaviyo.
• Manage multi-channel CRM communication across Email, WhatsApp, SMS, and Push.
• Design behavioral triggers, personalization logic, and loyalty-led interventions to maximize LTV.
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.
• Maintain a strong working understanding of CAC:LTV ratios and payback periods.
• Contribute to quarterly retention roadmaps in partnership with leadership.
Segmentation & Campaign Strategy
• Build and continuously evolve customer segmentation frameworks based on behavior, purchase history, and lifecycle stage.
• 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.
Insights & 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 including input on funnel touchpoints (PDP, cart, checkout) where they intersect with retention.
What We're Looking For
• Hands-on Klaviyo expertise is a hard requirement you have personally built and managed flows, segmentation, and campaign execution yourself, not just directed a team that does.
• 5–8 years building retention or growth programs for a D2C or e-commerce brand, owned directly on the brand side — not primarily agency or freelance execution across multiple clients.
• Experience in a wellness, health, beauty, or consumer supplement brand is a strong plus; closely related D2C/e-commerce categories are also welcome.
• Strong understanding of LTV, cohort analysis, repeat rate, and unit economics.
• 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. This is an individual-contributor role with no direct reports.
Success Looks Like
• Repeat purchase rate and first-to-second order conversion
• Customer LTV and ARPU
• Email/CRM channel revenue contribution
• Cohort retention and churn reduction

Work arrangement
Yes