Senior Retention & Lifecycle Marketing Manager Klaviyo (D2C)

Wellness Extract; India; On-site; INR 1,800,000 - 3,000,000; Full time

Job summary

Wellness Extract is seeking a Senior Retention & Growth Marketing Manager to own lifecycle marketing for our D2C wellness supplements. You will personally build and manage Klaviyo flows, segmentation, and campaign execution end-to-end.

This is a hands-on, individual-contributor role focused on maximizing LTV, repeat purchase rate, and CAC:LTV awareness, working across Email, WhatsApp, SMS, and Push, with cross-functional collaboration.

Qualifications

• Hands-on Klaviyo experience with flows and campaigns.
• 5-8 years in retention or growth for a D2C/e-commerce brand.
• Experience in wellness/beauty or consumer supplements is a plus.
• Data-driven with analytics tools proficiency.

Responsibilities

• Build end-to-end lifecycle journeys in Klaviyo.
• Design and optimize flows, segmentation, and campaigns.
• Coordinate multi-channel CRM across Email, WhatsApp, SMS, and Push.
• Develop segmentation and loyalty-driven interventions to boost LTV.
• Partner with Analytics and Growth teams to surface insights.
• Run experiments and measure ROI.

Skills

Klaviyo expert

Lifecycle marketing

A/B testing

Cohort analysis

Email marketing

CRM customization

Cross-functional collaboration

Education

Bachelor's degree in Marketing

Tools

Google Analytics

Shopify

MS Clarity

Job description

We're looking for a Senior Retention & Growth Marketing Manager to drive repeat revenue and sustainable growth for our D2C wellness supplement brand. Hands-on Klaviyo expertise is a hard requirement you have personally built and managed flows, segmentation, and campaign execution yourself, not just directed a team that does.

You will own the full customer lifecycle from first purchase through long-term retention, building and running lifecycle marketing programs hands-on in Klaviyo. This is a high-ownership, individual-contributor role for someone who has spent their career building and executing retention/CRM systems directly.

What You'll Own

Lifecycle & Email Marketing (Core)

• Build and own end-to-end lifecycle journeys hands-on in Klaviyo: welcome, onboarding, activation, win-back, and replenishment flows.
• Design, build, and continuously optimize automated flows, broadcast campaigns, segmentation, and A/B tests directly in Klaviyo.
• Manage multi-channel CRM communication across Email, WhatsApp, SMS, and Push.
• Design behavioral triggers, personalization logic, and loyalty-led interventions to maximize LTV.

Retention & Revenue Growth

• Own repeat purchase rate, LTV, ARPU, and first-to-second order conversion.
• Improve repurchase frequency and reduce time-to-repeat across customer cohorts.
• Maintain a strong working understanding of CAC:LTV ratios and payback periods.
• Contribute to quarterly retention roadmaps in partnership with leadership.
• Build and continuously evolve customer segmentation frameworks based on behavior, purchase history, and lifecycle stage.
• Use user research, usage data, and competitive analysis to identify new campaign opportunities including seasonal moments like Women's Day, Black Friday, and category events.
• Run A/B experiments across messaging, offers, frequency, and channel mix.

Insights & Collaboration

• Partner with the Analytics team to surface actionable insights from cohort, funnel, and campaign data.
• Build and maintain regular reports on CRM performance, retention metrics, and campaign ROI.
• Work closely with Growth, Performance Marketing, Product, and Leadership as a cross-functional partner including input on funnel touchpoints (PDP, cart, checkout) where they intersect with retention.

What We're Looking For

• Hands-on Klaviyo expertise is a hard requirement you have personally built and managed flows, segmentation, and campaign execution yourself, not just directed a team that does.
• 5-8 years building retention or growth programs for a D2C or e-commerce brand, owned directly on the brand side - not primarily agency or freelance execution across multiple clients.
• Experience in a wellness, health, beauty, or consumer supplement brand is a strong plus; closely related D2C/e-commerce categories are also welcome.
• Strong understanding of LTV, cohort analysis, repeat rate, and unit economics.
• Data-driven with an experimentation-first mindset; proficient in analytics tools (GA, Klaviyo, Shopify, MS Clarity or equivalent).
• High-ownership, startup-ready mindsetcomfortable wearing multiple hats. This is an individual-contributor role with no direct reports.

Success Looks Like

• Repeat purchase rate and first-to-second order conversion
• Customer LTV and ARPU