Lifecycle Marketing Lead — DTC Growth & Retention

melin; San Clemente (CA); Hybrid; USD 95,000 - 120,000; Full time

Benefits offered by this job

Complimentary meals

Brand discounts

Company bonus program

PTO and holidays

401k with employer match

Dog friendly office

Job summary

melin is seeking a Lifecycle Marketing Manager to own retention across Email, SMS, referrals, and emerging channels. You will design, execute, and optimize data-driven campaigns to boost repeat revenue and LTV, blending analytics with premium design and customer journeys.

You will manage the active customer file, reduce churn, reactivate lapsed users, and convert first-time buyers into repeat customers, while coordinating with GTM, merchandising, and CX for cohesive messaging.

Qualifications

• B.S./B.A. in Marketing, Business, or related field or 3+ years of direct industry experience.
• 4+ years of lifecycle, CRM, or retention marketing in DTC ecommerce with email & SMS ownership.
• Proven experience with Klaviyo and Shopify for dynamic segmentation and automated flows.
• Deep knowledge of email best practices, deliverability, personalization, and lifecycle analytics.
• Experience with AI-driven marketing tech (predictive analytics, generative copy tools, segmentation algorithms).
• Strong attention to detail, PM skills, and ownership over channel performance.
• Familiarity with CDPs, basic HTML/CSS, and Adobe Creative Suite is a plus.
• Strong writing skills for premium lifestyle audiences.

Responsibilities

• Build, schedule, and execute Email and SMS campaigns aligned with GTM calendar.
• Own loyalty and referral programs end-to-end (tier strategy, earn/redemption).
• Drive onsite list growth with pop-ups, forms, and SMS growth tactics.
• Develop suppression logic with paid media for optimal targeting.
• Coordinate with Merchandising on messaging, inventory, and drops.
• Collaborate with CX for transactional messaging and reviews.
• Deliver monthly revenue and active file forecasts for the DTC plan.
• Design and run holdout/incrementality tests with a documented log.
• Govern send frequency and opt-out rates to protect brand integrity.
• Manage relationships with agencies and platform vendors.

Skills

Lifecycle marketing

Email & SMS marketing

Analytics

Copywriting

Customer retention

Project management

BI & data analysis

Education

Bachelor's degree in Marketing, Business, or related field

Tools

Klaviyo

Shopify

GA4

Tableau/Domo

Adobe Creative Suite

HTML/CSS

Job description

melin is seeking a Lifecycle Marketing Manager to own retention across Email, SMS, referrals, and emerging channels. You will design, execute, and optimize data-driven campaigns to boost repeat revenue and LTV, blending analytics with premium design and customer journeys.

You will manage the active customer file, reduce churn, reactivate lapsed users, and convert first-time buyers into repeat customers, while coordinating with GTM, merchandising, and CX for cohesive messaging.