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.