Manager, Retention & Affiliate Marketing (Highly Regulated CPG)

JOEYCO; United States; On-site; USD 90,000 - 130,000; Full time

Job summary

JOEYCO is seeking a Manager, Retention & Affiliate Marketing to own two critical post-acquisition growth levers: customer retention and affiliate-led revenue. This hands-on operator role requires building scalable lifecycle programs and managing performance partnerships in regulated consumer categories, with clear ownership and no direct people management.

The ideal candidate will design and optimize lifecycle flows across email and SMS, scale affiliate activities via Refersion/Upfluence, and

Qualifications

• 4–6 years of experience in retention, lifecycle, affiliate, or performance marketing.
• Experience in CPG, wellness, nicotine, or other regulated categories strongly preferred.
• Proven success building lifecycle programs that drive repeat purchase and LTV.
• Hands-on experience managing affiliate or creator programs with performance accountability.
• Strong analytical mindset with dashboards, cohort analysis, and testing.
• Excellent collaborator with paid, creative, and brand teams.
• Comfortable operating in fast-moving, compliance-aware environments.

Responsibilities

• Develop and execute lifecycle strategy across email and SMS.
• Design, launch, and optimize automated flows (onboarding, replenishment, churn prevention, win-back).
• Segment customers by lifecycle stage and behavior.
• Build and test subscription incentive models.
• Partner with paid and creative teams to ensure message and timing consistency.
• Report retention performance and lifecycle health monthly.
• Own affiliate operations through Refersion and manage affiliates.
• Track attribution windows, payouts, and partner performance.

Skills

Retention marketing

Lifecycle programs

Affiliate marketing

Performance partnerships

Analytical mindset

Cross-functional collaboration

Compliance awareness

Tools

Attentive

Shopify

Triple Whale

GA4

Refersion

Upfluence

Job description

We’re hiring a Manager, Retention & Affiliate Marketing to own two critical post-acquisition growth levers for JOEY: customer retention and affiliate-led revenue.

This is a hands-on, execution-focused role for a marketer with experience running lifecycle programs and performance partnerships in consumer brands—ideally within regulated or compliance-aware categories. The role is designed for someone who can build systems, manage partners, and drive measurable impact without owning unrelated post-purchase surfaces or people management.

This is not a people-manager role. It is a true operator position with clear ownership, defined boundaries, and direct accountability to business outcomes.

PRIMARY OBJECTIVES

Retention & Lifecycle

• Increase subscriber retention and repeat purchase behavior
• Reduce churn and improve customer lifetime value
• Build scalable, compliant lifecycle programs across email and SMS

Affiliate & Partner Growth

• Scale affiliate-driven revenue in a compliant, brand-safe way
• Build a credible, performance-driven creator and partner ecosystem
• Ensure affiliate programs are structured, measurable, and repeatable

KEY KPIs

Retention

• LTV / CAC ratio
• Monthly churn rate
• Subscription reactivation rate
• Email & SMS revenue contribution

Affiliate

• Monthly affiliate revenue
• UGC / creator content volume tied to performance
• Compliance adherence (FTC + category-specific guidelines)

CORE RESPONSIBILITIES

Retention & Lifecycle Marketing:

• Develop and execute lifecycle strategy across email and SMS
• Design, launch, and optimize automated flows:
• Onboarding / welcome
• Replenishment and reorder
• Churn prevention
• Win-back and reactivation
• Segment customers by lifecycle stage and behavior (new, active, churned, high-value)
• Build and test subscription incentive models (e.g., multi-month rewards, limited drops)
• Partner with Paid and Creative teams to ensure message, offer, and timing consistency
• Report retention performance and lifecycle health on a monthly basis

Scope clarity:

This role owns lifecycle marketing programs and outcomes. It partners cross-functionally on post-purchase experience but does not own site UX, product merchandising, pricing, loyalty strategy, or customer support operations. Product, pricing, and loyalty strategy are defined cross-functionally and executed through lifecycle channels.

Affiliate Marketing & Partnerships:

• Own affiliate operations through Refersion
• Recruit, onboard, and manage affiliates across lifestyle, community, and performance segments
• Design and maintain structured commission tiers (e.g., 16-20% based on performance)
• Launch and manage affiliate communications:
• Partner newsletters
• Content and creative toolkits
• Performance and payout updates
• Collaborate with Creative and Brand teams on seeding and performance-oriented co-branded campaigns
• Track attribution windows (30-90 days), payouts, and partner-level performance
• Monitor compliance and enforce FTC and category-specific guidelines

Scope clarity:

This role owns performance-based affiliate and creator partnerships. It does not own large-scale influencer brand campaigns, celebrity partnerships, or awareness-led creator programs, which remain under Brand and Communications leadership.

FIRST 90-DAY PRIORITIES

Retention

• Audit existing lifecycle flows and churn touchpoints
• Launch foundational automations (welcome, reorder, win-back)
• Build a Retention Dashboard tracking LTV, churn, and subscription MRR

Affiliate

• Audit and standardize affiliate structure, tracking, and payouts
• Recruit 25-50 high-quality affiliates across relevant verticals
• Launch performance-tier incentives and monthly partner updates

TOOL STACK

Retention & Analytics

• Attentive
• Shopify
• Triple Whale
• GA4

Affiliate & Creator

• Refersion
• Upfluence

IDEAL BACKGROUND

• 4-6 years of experience in retention, lifecycle, affiliate, or performance marketing
• Experience in CPG, wellness, nicotine, or other regulated categories strongly preferred
• Proven success building lifecycle programs that drive repeat purchase and LTV
• Hands-on experience managing affiliate or creator programs with performance accountability
• Strong analytical mindset with comfort in dashboards, cohort analysis, and testing
• Excellent collaborator with Paid, Creative, and Brand teams
• Comfortable operating in fast-moving, compliance-aware environments