Retention & Lifecycle Marketing Manager

Activate Talent; India; Remote; INR 8,467,000 - 12,230,000; Full time

Job summary

Activate Talent is seeking a highly experienced Retention & Lifecycle Marketing Manager for a fast-growing US DTC brand in the beauty/skincare space. The role focuses on maximizing LTV, increasing repeat purchases, and driving subscription adoption across email, SMS, loyalty, and subscription programmes.

You will combine strategic thinking with hands-on execution, building strategies from scratch, analyzing behaviour, and independently implementing initiatives that deliver measurable commercial

Qualifications

• 4+ years of experience in retention, lifecycle marketing, or CRM within DTC e-commerce.
• Strong hands-on Klaviyo experience with advanced flows, segmentation, automation, and reporting.
• Proven experience managing both email and SMS marketing programmes.
• Experience with US-based DTC brands; beauty, skincare, cosmetics, or wellness preferred.
• Demonstrated success in increasing repeat purchases, LTV, and retention.

Responsibilities

• Develop and own the overall retention and lifecycle marketing strategy to boost repeat purchases and LTV.
• Manage and optimise email and SMS programmes with effective segmentation and personalisation.
• Build and optimise Klaviyo flows, campaigns, segments, and journeys.
• Develop and optimise lifecycle automation processes (welcome, cart abandonment, etc.).
• Identify opportunities to increase subscription enrolment and recurring revenue.
• Improve loyalty programme participation and retention.
• Enhance the post-purchase experience across the customer lifecycle.
• Monitor metrics: repeat purchases, LTV, retention, churn, revenue by channel.
• Run A/B tests to improve messaging, timing, and journeys.

Skills

Klaviyo

Email marketing

SMS marketing

Lifecycle marketing

CRM management

Data analytics

Job description

We are looking for a highly experienced, hands-on Retention & Lifecycle Marketing Manager to own and drive the customer retention strategy for a fast-growing US DTC brand.

This person will be responsible for maximising customer lifetime value (LTV), increasing repeat purchases, improving subscription adoption, and building a strong customer lifecycle strategy across email, SMS, loyalty, and subscription programmes.

The ideal candidate combines strategic thinking with strong technical execution. They should be comfortable building strategies from scratch, analysing customer behaviour, identifying opportunities, and independently implementing initiatives that generate measurable commercial results.

We are looking for someone who has worked with established US DTC brands, ideally within beauty or skincare, and understands how to scale retention in a high-growth e-commerce environment.

Duties and Responsibilities:

• Retention Strategy: Develop and own the overall retention and lifecycle marketing strategy, focused on increasing repeat purchases, customer engagement, and LTV.
• Email & SMS Marketing: Manage and optimise email and SMS marketing programmes, ensuring effective segmentation, personalisation, and campaign performance.
• Klaviyo Management: Build, manage, and continuously optimise automated flows, campaigns, segments, and customer journeys within Klaviyo.
• Lifecycle Automation: Develop and optimise key flows, including welcome series, abandoned cart, browse abandonment, post-purchase, replenishment, win-back, and re-engagement.
• Customer Retention: Identify opportunities to increase second purchases, repeat purchase frequency, and subscription enrolment.
• Loyalty & Subscription Programmes: Develop strategies to improve loyalty programme participation, subscription adoption, and recurring revenue.
• Customer Journey Optimisation: Improve the post-purchase experience and identify opportunities across the entire customer lifecycle.
• Data & Performance Analysis: Monitor key metrics, including repeat purchase rate, LTV, retention rate, churn, subscription conversion, email/SMS revenue, and campaign performance.
• Testing & Optimisation: Run A/B tests across messaging, timing, segmentation, offers, and customer journeys to continuously improve results.
• Cross-functional Collaboration: Work closely with the e-commerce, creative, paid media, and customer experience teams to align retention initiatives with wider business objectives.

Requirements:

• 4+ years of experience in retention, lifecycle marketing, or CRM management within DTC e-commerce.
• Strong hands-on experience with Klaviyo, including advanced flow building, segmentation, automation, and reporting.
• Proven experience managing both email and SMS marketing programmes.
• Experience working with US-based DTC brands; beauty, skincare, cosmetics, or wellness experience strongly preferred.
• Demonstrated success improving repeat purchase rates, customer lifetime value, and retention performance.
• Experience with loyalty programmes and subscription-based business models.
• Strong understanding of customer segmentation, purchasing behaviour, lifecycle marketing, and customer journey optimisation.
• Highly analytical, with the ability to translate data into actionable strategies.
• Excellent written and verbal English communication skills.
• Strong ownership, initiative, and the ability to execute independently without constant direction.
• Ability to work with sufficient overlap with Pacific Time.

Must-Have Skills & Experience:

• Advanced Klaviyo expertise.
• Email and SMS lifecycle marketing.
• Experience scaling retention for US DTC brands.
• Proven results in increasing repeat purchases and LTV.
• Customer segmentation and automated flow optimisation.
• Strong analytical and commercial mindset.
• Independent execution and ownership.

Nice-to-Have Skills:

• Beauty, skincare, cosmetics, or wellness industry experience.
• Experience with Recharge or other subscription platforms.
• Loyalty programme management.
• Experience with Shopify and Shopify Plus.
• Experience working with fast-growing brands generating significant e-commerce revenue.
• Experience building retention functions or strategies from scratch.

Deal-Breakers / Exclusions:

• Candidates with experience limited to campaign execution without strategic ownership.
• Candidates who have only worked with email newsletters and lack advanced automation experience.
• No measurable retention or revenue impact.
• Candidates who require significant supervision or struggle to work independently.
• No reasonable overlap with Pacific Time.

Required Tools / Tech Stack:

Tool Required level Klaviyo Advanced / Mandatory Shopify / Shopify Plus Strong SMS marketing platforms Strong Recharge / Subscription platforms Preferred Loyalty platforms Preferred Google Analytics / Reporting Strong Excel / Google Sheets Strong

We are looking for someone who can own the retention function end-to-end, combining strategic thinking with hands-on execution. This is not a junior campaign management position.