# Lifecycle Director- Health & Wellness **Company:** [Hi-Altitude Brands](http://jobs.workable.com/companies/cJfKbP1e8uyXZsLoTFWBgd.md) **Location:** Remote **Workplace:** remote **Employment type:** Full-time **Department:** E-commerce [Apply for this job](http://jobs.workable.com/view/1e9c7f3f-33ee-436a-b55f-ceca57885e1d) ## Description Hi-Altitude / Stonehenge Health | Health & Wellness | Remote (California-Based)Stonehenge Health is a California-based health and wellness brand under the Hi-Altitude family of health-forward lifestyle brands. Through science-backed, thoughtfully formulated products, Stonehenge Health supports elevated wellness routines that help people feel their best, so they can fully enjoy life’s meaningful moments. We are a fully remote team that values autonomy, ownership, and results. We move fast, test constantly, and hold ourselves to high standards. If you thrive in environments where your work has a direct, measurable impact, you will fit right in. **Position Overview** This is a CGO direct report with a focused mandate: own the post-purchase customer journey and the systems that compound revenue from existing customers. Hi-Altitude has built a successful DTC business through disciplined performance marketing; the Director of Lifecycle’s mandate is to build the retention engine that protects margin, drives subscription growth, and turns one-time buyers into long-term customers. ## Requirements **Lifecycle Strategy & Roadmap Ownership** - Own the end-to-end lifecycle marketing strategy and roadmap across email, SMS, loyalty, subscriptions, and post-purchase engagement - Translate company-level revenue, acquisition, and retention goals into clear lifecycle OKRs and quarterly execution plans - Prioritize lifecycle initiatives based on opportunity sizing, incremental revenue potential, and customer impact - Act as the internal subject matter expert on subscription-first lifecycle strategy within a health & wellness DTC business - Identify gaps in the customer journey and recommend new flows or triggers to drive incremental value in Klaviyo **Email and SMS** - Manage the Email/SMS Marketing Manager who executes campaigns and flow build-out in Klaviyo - Set strategy for onboarding, retention, replenishment, win-back, and re-engagement programs - Define segmentation strategy based on behavioral, transactional, and subscription attributes - Partner with the Copy Director on copy strategy across campaigns, automated flows, and SMS programs - Ensure all programs comply with FTC, TCPA, CAN-SPAM, and other relevant marketing regulations **Subscription Retention & LTV Optimization**  - Develop and execute retention strategies that reduce churn, target at-risk segments with intervention campaigns, and drive subscription acquisition, upsells, and renewals - Optimize the subscription customer journey across Shopify Plus and Recharge to eliminate friction and improve trial-to-repeat conversion - Manage pricing experiments and promotional campaigns in coordination with the CGO Head of Ecommerce - Own cohort-based analysis of subscription retention, churn drivers, and LTV expansion **Loyalty and Rewards Program**   - Build, launch, and continuously optimize a comprehensive loyalty and rewards program that drives retention, LTV, AOV, subscription attachment, and repeat purchase - Define program structure, point systems, reward tiers, and redemption mechanisms - Lead vendor evaluation, selection, implementation, and post-launch optimization for the loyalty platform - Ensure the loyalty program is tightly integrated with Shopify Plus, Recharge subscriptions, the review platform, and lifecycle communications - Establish benchmarks for loyalty participation, redemption rates, and incremental revenue impact **Reviews Acquisition**  - Develop and execute the review acquisition strategy through email and SMS request flows triggered across the customer journey - Design automated review request campaigns that optimize timing based on purchase patterns, delivery confirmations, and customer satisfaction signals - Conduct A/B tests on review request timing, messaging, and incentive structures to optimize program performance - Partner with the Head of Ecommerce on review platform optimization (Okendo, Yotpo), including widget display in Shopify Plus, and on-site integration - Partner with CX on review response and reputation management protocols - Partner with the Consumer Insights Lead on extracting product and customer insights from review content **Data Analysis and Performance Optimization**  - Establish industry benchmarks and organizational KPIs, along with their applicable tracking mechanisms, for all lifecycle initiatives such as LTV, churn rate, repeat purchase rate, and CVR. - Design and manage incrementality-focused lifecycle experiments, including holdout groups, cohort-based testing, and controlled rollouts - Partner closely with the Director of Analytics to measure true revenue lift, not just engagement metrics - • Leverage BigQuery, Funnel.io, and Power BI to build scalable, executive-level lifecycle reporting - Maintain a centralized testing and learning repository to inform future roadmap decisions - Report weekly and monthly on key KPIs to the CGO and broader exec team **Cross-functional Collaboration**  - Report to the CGO and manage the Email/SMS Marketing Manager, who owns the day-to-day campaign and flow execution - Partner with Copy Director, Head of Ecommerce, Head of CRO, Director of Analytics, and Director of Product Marketing on the cross-functional work that drives lifecycle performance - Coordinate with VP Product and Supply Chain on fulfillment and inventory implications of retention campaigns, and with the Shopify development team on Shopify Plus build requests ### Qualifications - 7-10+ years in lifecycle, retention, or CRM marketing at DTC consumer brands in health, wellness, beauty, or consumables, with 3-5 years at Director level or above - Proven track record in building and scaling subscription retention programs that materially improved LTV and reduced churn - Hands-on experience with Klaviyo, Recharge, and Shopify Plus - Experience evaluating, selecting, and launching a loyalty and rewards platform (Okendo, Yotpo, Smile.io, or comparable) - Strong analytical capability with hands-on use of Power BI, BigQuery, and Funnel.io; comfortable interpreting MTA and MMM outputs (Northbeam or comparable) to inform retention strategy and LTV-by-channel analysis - Experience designing and running incrementality-focused experiments (holdouts, cohorts, controlled rollouts) - Direct management experience over at least one execution-focused IC (email/SMS, lifecycle, or CRM marketing manager) with clear accountability for execution quality and performance - Strong understanding of compliance for email and SMS marketing (FTC, TCPA, CAN-SPAM, GDPR) - Experience operating in a subscription-first business model where retention drives the majority of revenue - Remote-first mindset with ability to lead a distributed team effectively; located within driving distance of Los Angeles, CA, preferred ## Benefits - Competitive Salary - Fully remote position - Flexible time off + 9 annual company holidays - Your Birthday is a paid vacation day - take the day to celebrate your awesomeness! - 100% company-paid base plan Medical, Dental, and Vision Insurance for employees - 100% company-paid Life Insurance and Short-Term Disability Coverage - 3% Employer contributions to 401(k) regardless of employee participation! (Free money) - Matching charitable contributions up to $2,500/year - $1,200/annual Work from Home (WFH) stipend - Employee recognition and rewards program - Calm app subscription - Pet insurance - Free monthly employee product samples and team discounts - Employee Referral Program - Professional development fund for employees (We love HI-ER Education) - And a collaborative, innovative work culture! Stonehenge Health is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive, welcoming environment for all.