Lifecycle Lead

myota; Greater London; On-site; GBP 80,000 - 110,000; Full time

Job summary

myota is seeking a Lifecycle Lead to shape how customers understand and use our gut-health product beyond purchase, building habits and education at scale. You'll own lifecycle strategy across onboarding, retention and insights, combining hands-on Shopify/Klaviyo work with strategic system design to drive long-term engagement and subscription growth.

This role demands both strategic thinking and practical execution, with a focus on AI-enabled automation and data-driven improvements across

Qualifications

• Strong lifecycle, CRM or retention experience.
• Hands-on Shopify and Klaviyo experience.
• Experience with subscription ecommerce.
• Strong understanding of retention metrics, cohort behaviour, churn, repeat purchase and LTV.

Responsibilities

• Own lifecycle strategy and execution across the post-acquisition customer journey.
• Develop welcome, post-purchase, and subscription onboarding journeys.
• Build automated lifecycle journeys and testing roadmap.
• Collaborate with Growth, Content, CX, Product and Science.
• Use AI and data to improve segmentation and messaging.

Skills

Lifecycle experience

CRM/retention

Shopify

Klaviyo

Subscription ecommerce

Retention metrics

Cohort analysis

LTV understanding

Automated journeys

Copywriting/messaging

Cross-functional collaboration

AI/ automation curiosity

Tools

Shopify

Klaviyo

Loop (subscriptions)

Job description

The role

We're looking for a Lifecycle Lead to help customers get more from myota, not just at the point of purchase, but throughout their health journey.

This is not a "send more emails" role.

It's about helping people understand their gut, build better habits, stay consistent with fibre, and feel confident they're doing something genuinely good for their long-term health.

Lifecycle will be a major commercial growth lever for myota. But the reason it matters is more human than that: our product only works if people understand it, use it consistently, and stay with it long enough to feel the benefit.

Your job is to build the journeys, systems and moments of education that make that happen at scale.

Why now?

myota has strong foundations: a clinically credible product, meaningful DTC traction, growing practitioner adoption and a category where trust and education matter enormously.

The next stage of growth is not just about acquiring more customers. It's about helping more customers succeed.

Gut health can be confusing. Fibre is under-consumed, under-explained and often misunderstood. Customers need reassurance, education and habit support. They need to know what to expect, how to use the product, why consistency matters, and how myota fits into their broader health routine.

That makes lifecycle one of the most important functions we can build. We need someone to own it properly: the customer journey, the subscription experience, education flows, retention reporting, the testing roadmap and the systems that help the function compound over time.

What you'll own

Lifecycle strategy and execution across the post-acquisition customer journey, including:

• Welcome and post-purchase journeys
• Subscription onboarding and retention
• Email and SMS strategy
• Replenishment, reminder and habit-building flows
• Churn prevention and cancellation save journeys
• Winback and reactivation
• Customer segmentation and personalisation
• Retention, cohort and LTV reporting
• Lifecycle testing roadmap
• Customer insight loops across Growth, Content, CX, Product and Science

This role needs someone who can both think strategically and build hands-on.

The stack

Our core stack is Shopify, Klaviyo and Loop for subscriptions. Shopify experience is important, Klaviyo experience is highly desirable, and subscription experience (Loop or similar) is a major plus.

But we're not looking for someone to simply operate the tools we already have. We want someone with the judgement and agency to shape the lifecycle stack as we scale: what the system needs to do, where the current limitations are, what should be automated, what data we need, and how we create stronger subscription and retention dynamics.

You should be hands-on enough to build, but strategic enough to design the system.

AI-native ways of working

We're building myota as an AI-enabled company from the ground up.

You don't need to be an engineer, but you should be excited by automation, systems and compounding ways of working. We're interested in people who naturally ask: "How could this run smarter next time?"

That could mean using AI to analyse customer feedback, summarise churn reasons, generate messaging variants, speed up reporting, improve segmentation, create reusable knowledge bases, or turn scientific and customer insight into better lifecycle content.

We're not looking for someone who only runs campaigns. We're looking for someone who builds systems that become more useful over time.

What success looks like

In your first 3-6 months, you will have:

• Mapped the full customer lifecycle from first purchase through to repeat purchase, subscription and churn
• Improved the welcome, post-purchase and subscription onboarding journeys
• Built a clearer view of retention across monthly, quarterly and one-off customers
• Launched a structured lifecycle testing roadmap
• Improved customer education around fibre, gut health, consistency and expected outcomes
• Identified the biggest drivers of churn and repeat purchase behaviour
• Strengthened replenishment, reminder and winback journeys
• Created better insight loops between lifecycle, content, CX, product and science
• Started building a more automated and scalable lifecycle system

Success does not mean "fixing retention overnight." It means creating the rhythm, visibility and customer journeys that make retention a properly owned growth function.

About you

You might currently be a:

• Lifecycle Marketing Lead
• Senior CRM Manager
• Growth Marketing Manager with strong lifecycle ownership

You may have worked in DTC, subscription, health, wellness, nutrition, supplements, functional food or another category where customer education and repeat behaviour really matter.

You've probably been close to the tools and execution, but now want broader ownership. You want to build the lifecycle function, not just inherit one.

You're commercially sharp, but not only motivated by revenue graphs. You want to be proud that better lifecycle means customers understand their bodies more clearly, build healthier habits, and stay consistent with something that can genuinely improve their long-term wellbeing.

What we're looking for

• Strong lifecycle, CRM or retention experience
• Hands-on Shopify and Klaviyo experience
• Experience with subscription ecommerce
• Strong understanding of retention metrics, cohort behaviour, churn, repeat purchase and LTV
• Experience building automated lifecycle journeys
• Strong copy and messaging judgement
• Ability to turn customer insight into better customer journeys
• A systems mindset: you build repeatable engines, not one-off campaigns
• Curiosity about AI, automation and smarter ways of working
• Strong cross-functional instincts across Growth, Content, CX, Product and Science
• Comfort working in a fast-moving, early-stage environment

Nice to have

• Health, wellness, nutrition, supplements or functional food experience
• Experience in a science-led or claims-sensitive category
• Experience with Loop or similar subscription tools
• Experience with cancellation flows and save journeys
• Experience using customer research or zero-party data to personalise journeys
• Experience building lifecycle journeys around education and behaviour change

Why this role matters

myota's product only matters if people understand it, use it consistently and feel supported over time. That is what this role owns.

You'll build the lifecycle engine that helps customers turn interest into habit, habit into confidence, and confidence into better long-term health.

The commercial impact will follow. But the real opportunity is bigger: helping myota become the most trusted gut health brand by genuinely helping more people live healthier lives, one gut at a time.