Senior Manager, Retention & Lifecycle

The Task At Hand: Willie’s Remedy+ is a wellness lifestyle brand founded by the legendary Willie Nelson that makes wellness essentials rooted in Willie’s way of life that help you live a longer, more legendary life. Willie’s flagship product line is a set of premium THC infused beverages sold direct to consumers and in stores. Willie’s is set to expand beyond THC beverages into wellness essentials across hydration, sleep and nutrition in the near future. We have an active subscription program, a growing repeat base, and a steady cadence of new product launches and formats coming to market. We have invested heavily in getting customers in the door. Retention is where the next phase of growth comes from. This role owns the full post-purchase relationship: email, SMS, subscription, and loyalty. You will inherit a newly launched loyalty program and own where it goes from there. You will own subscription performance end to end, from onboarding through cancellation and winback. You will work hand in hand with our CX lead, so what customers tell us shapes what we send them. You report to the Director of Growth and you carry MRR, churn, repeat rate, and LTV as your numbers.While we are open to this role being remote, we would like to have this person located in either Pacific or Mountain time zones. Who You Are: 4+ years in DTC lifecycle marketing, with direct ownership of both email and SMS as revenue channels Have run retention for a subscription or replenishment business, and can speak specifically to the churn drivers you found and the interventions that worked Analytical by default - you build your own cohort analysis, pull your own numbers, and can tell a real result from noise Have a point of view on creative and can write a brief an agency can actually execute against Take ownership without waiting for permission - you make the call, defend it with data, and live with the result Follow through without being chased What You'll Do: Retention Strategy & Reporting Own the customer journey from first order through repeat, subscription, churn, and winback Set and defend the retention roadmap; run a continuous test roadmap across flows, offers, creative, and timing Build and report the retention dashboard: churn, repeat rate, cohort retention, LTV, subscription tenure Partner with CX so support tickets, cancellations, and reviews shape lifecycle strategy - and with paid/brand to keep acquisition and retention messaging coherent Turn new product launches into repeat purchase moments: cross-sell, trial-to-routine conversion, subscription add-ons Email & SMS (managing a 3rd-party agency) Own strategy, segmentation, deliverability, creative briefing, testing, and reporting end to end Direct the build of every lifecycle flow - onboarding, education, cross-sell, replenishment, churn prevention, winback - while our agency executes Segment by product, behavior, and acquisition channel; own revenue per recipient, CTR, CVR, opt-in growth, and list health Subscription & Loyalty Own subscription performance in Stay AI: MRR, active subscribers, churn, cohort LTV, tenure Own the cancellation flow - identify churn drivers, test interventions, cut involuntary churn through dunning and payment recovery Improve the customer portal (pause, skip, swap, reschedule) with CRO and dev partners Own the loyalty program end to end - mechanics, rewards, margin math - and prove it moves repeat rate and LTV, not just redemption volume Own referral and ambassador programs, including refer-a-friend and subscriber-exclusive perks Tech Stack Klaviyo (email), Attentive (SMS), Stay AI (subscriptions), Shopify Plus + Rebuy (site), GA4 + Triple Whale (analytics), Shoplift (testing), loyalty platform TBD Must Haves: 21+ years of age at time of application 4+ years in DTC retention/lifecycle marketing, owning both email and SMS programs directly Hands-on ownership of a subscription or replenishment business - able to speak to specific churn drivers, cohort tenure, and the interventions run to address them Track record designing and launching at least one lifecycle program from the ground up, not just optimizing an existing one Hands-on experience building cohort/retention analysis in Excel, SQL, or a BI tool, without relying on a data team Working fluency with a subscription platform (Stay AI, Recharge, or Skio) Ability to write a strong creative brief and hold an agency accountable to it Proven track record influencing cross-functional partners (growth, CX, brand, tech) without direct authority over them Nice to Haves: Experience owning, scaling, or relaunching a loyalty/rewards program, including the margin case behind it Experience in CPG, beverage, wellness, supplements, or another regulated product category TCPA/10DLC SMS compliance experience and management of email deliverability at scale Experience adapting lifecycle programs quickly around frequent new product launches Regular use of AI tools to accelerate copy, segmentation logic, or workf