Job Description
We are seeking a Lifecycle Marketing Manager to own and elevate melin's customer retention strategy across Email, SMS, Referral, and emerging channels. In this role, you will design, execute, and optimize data-driven lifecycle campaigns aimed at boosting repeat revenue, customer lifetime value (LTV), and overall brand engagement. The ideal candidate blends an analytical, data-driven mindset with a strong eye for digital design, user experience, and
premium customer journeys.
This role owns melin's active customer file and is accountable for growing it to plan: reducing churn, increasing the number of customers reactivated, and converting more first-time buyers into repeat buyers.
What You'll Do (Responsibilities include but are not limited to)
- GTM & Lifecycle Campaign Execution: Build, schedule, and execute all Email and SMS marketing campaigns aligned with the Go-To-Market (GTM) calendar, ensuring error-free messaging and mobile-optimized design
- Loyalty & Referral Management: Own loyalty and referral programs end-to-end (tier strategy, earn/redemption mechanics, points liability), measuring success by repeat rate and file retention.
- Subscriber Acquisition & File Growth: Drive onsite list capture, pop-up/form strategy, SMS growth, and traffic identity resolution, balancing capture targets with strict list quality and deliverability standards.
- Audience Logic & Paid Alignment: Build suppression logic to keep prospecting spend off active users, partnering with paid media on lapsed and high-value audience targeting across channels.
- Inventory & Merchandising Sync: Coordinate with Merchandising to align messaging with inventory levels, product drops, and full-price sell-through goals, while managing replenishment and back-in-stock triggers.
- Post-Purchase & CX Experience: Partner with CX on transactional messaging, review solicitation, and return communications, using CX feedback and return reasons to actively diagnose churn.
- DTC Revenue Forecasting: Deliver monthly revenue and active file forecasts that roll into the broader DTC business plan, re-forecasting dynamically as business needs change.
- Incrementality & Testing Roadmap: Design and execute holdout tests across major flows and campaigns to measure true incremental revenue; maintain a documented testing log to continuously optimize performance.
- Margin & Governance Control: Protect brand equity and file health by governing send frequency, limiting promotional depth, and establishing clear ceilings on opt-out and spam rates.
- Vendor & Stack Management: Manage relationships, performance reviews, contract renewals, and platform budgets across our retention technology stack.
Experience & Qualifications:
- B.S. or B.A. degree in Marketing, Business, or a related field (or equivalent 3+ years of direct industry experience).
- 4+ years of dedicated lifecycle, CRM, or retention marketing experience within direct-to-consumer ecommerce, with hands-on ownership of email and SMS.
- Proven track record using Klaviyo (or similar enterprise ESPs) and Shopify to build dynamic segmentation and automated flows.
- Deep understanding of email best practices, deliverability, dynamic personalization, and lifecycle analytics.
- Demonstrated experience utilizing AI-driven marketing tech (predictive analytics, generative copywriting tools, automated segmentation algorithms).
- Exceptional attention to detail, project management skills, and a self-driven attitude with full ownership over channel performance.
- Familiarity with Customer Data Platforms (CDPs), basic HTML/CSS, and Adobe Creative Suite is a plus.
- Strong written communication and copywriting skills tailored to a premium lifestyle audience.
- Demonstrated ownership of a customer file or retention number, not only channel execution. You should be able to walk us through a file you grew, what you did, and what it was worth.
- Comfort working outside native ESP reporting. Working proficiency in a BI tool (Tableau/Domo preferred), GA4, and Excel or Sheets at the level of building a cohort or retention curve yourself.
- Experience owning a loyalty/membership and referral program
- Experience managing agency and platform vendor relationships, including scope, performance, and renewals.
- Experience designing or reading holdout and incrementality tests is a plus.
Location & Office Structure: This is an in-office hybrid position, mandatory 4 days per week in office in San Clemente, CA with the option to work from home 1 day per week. Subject to change without notice as per company guidelines.
Compensation: The salary range for this position is $95,000 to $120,000 plus opportunity for annual bonus; salary is based on the experience that you bring to the position.
Benefits and Perks:
- Complimentary meals provided 3x weekly
- Generous product gift program and all brand discounts
- Company bonus program
- 5 year and 10 year Milestone Anniversary travel gifts
- Medical, Dental, Vision insurance in accordance with plan guidelines
- Paid Gym Membership
- Company paid life insurance in accordance with plan guidelines
- 401k with employer match in accordance with plan guidelines
- 15 Days of PTO accrued annually, plus one additional day of PTO every year on your anniversary, and 3 Floating Holidays per year
- Paid beach and giveback days, bi-annual team building events and other in-person celebrations
- Work with talented and great people who share a love of melin
- Dog friendly office
