Lifecycle Director- Health & Wellness

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. 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 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.