Senior Manager, retention & Lifecycle Marketing
Employment Status: Full-Time, Benefits Eligible
Location: On-Site at NEW Gymreapers HQ in Nampa, ID (20 mins outside of Boise, ID)
Schedule: Monday - Friday, 8AM - 5PM (flex according to business needs)
Reports To: Director of Ecommerce
Position OverviewGymreapers is seeking a highly analytical and strategic Senior Manager, Retention & Lifecycle Marketing to own customer retention strategy and drive long-term customer value across the business.
This role is responsible for improving customer repurchase behavior, increasing returning customer rate, and maximizing customer lifetime value through email, SMS, loyalty, and post-purchase marketing initiatives.
You will lead retention strategy, performance analysis, campaign planning, and vendor management while partnering closely with external agency partners who support tactical execution.
This is not a pure execution role. We are looking for someone who can think strategically, identify opportunities within customer behavior data, build lifecycle marketing roadmaps, and hold internal teams and agency partners accountable for performance.
Your primary mission:
- Increase 30/60/90-day repurchase rates
- Grow returning customer %
- Improve LTV and retention efficiency
- Build scalable lifecycle systems that drive profitable repeat revenue
Core ResponsibilitiesOwn Retention Strategy & Performance- Develop and lead Gymreapers' lifecycle marketing and retention strategy across email, SMS, loyalty, and post-purchase channels
- Establish retention goals, KPIs, testing roadmaps, and reporting frameworks
- Drive improvements in:
- 30-day repurchase rate
- 60-day repurchase rate
- 90-day repurchase rate
- Returning customer rate
- Customer lifetime value (LTV)
- Analyze customer cohorts and identify opportunities to improve repeat purchase behavior
- Identify which products, acquisition channels, and customer segments produce the highest long-term value
Manage Lifecycle Marketing Programs- Oversee lifecycle programs including:
- Welcome series
- Abandoned cart
- Post-purchase flows
- Win-back campaigns
- Cross-sell and upsell campaigns
- Loyalty and VIP programs
- Replenishment flows
- Partner with agency resources to execute campaigns, flows, segmentation, and testing initiatives
- Ensure all lifecycle marketing aligns with broader ecommerce and product launch calendars
- Build and refine customer segmentation strategies based on:
- Purchase behavior
- Lifecycle stage
- Product category
- Customer value
- Engagement behavior
Loyalty & Customer Experience- Own loyalty and retention program strategy
- Improve customer engagement and repeat purchasing through rewards, VIP experiences, and personalized lifecycle communication
- Evaluate opportunities to improve retention through packaging inserts, direct mail, post-purchase education, and customer experience initiatives
Agency & Cross-Functional Leadership- Manage external retention marketing agency relationships and hold partners accountable to performance targets
- Collaborate closely with:
- Ecommerce
- Creative
- Analytics
- Paid Media
- Customer Experience
- Product & Merchandising
- Translate customer insights into actionable business recommendations
- Communicate retention performance, wins, opportunities, and testing learnings to leadership
Reporting & Analytics- Own weekly and monthly retention reporting
- Monitor key metrics including:
- Revenue per recipient
- Flow performance
- Campaign performance
- Cohort behavior
- Subscriber growth
- Deliverability health
- Retention by acquisition source
- Use data to prioritize testing opportunities and lifecycle optimization initiatives
Qualifications- 5+ years of experience in retention, lifecycle, CRM, or email/SMS marketing within DTC ecommerce
- Strong understanding of customer lifecycle strategy and retention economics
- Experience managing or partnering with external agencies or vendors
- Strong analytical and reporting capabilities with cohort analysis experience
- Familiarity with Klaviyo, Attentive/Postscript, Shopify, and ecommerce analytics tools
- Experience building retention strategies that improve repurchase rates and LTV
- Strong project management and communication skills
- Experience in fitness, apparel, or performance/lifestyle brands preferred
What Success Looks LikeWithin your first 12 months, you will:
- Improve first-time customer repurchase rates
- Increase returning customer %
- Improve lifecycle channel contribution margin
- Build scalable retention reporting and testing systems
- Strengthen lifecycle strategy across email, SMS, loyalty, and post-purchase channels
- Improve alignment between acquisition, retention, and merchandising teams
Benefits/Perks:
- Competitive Pay
- Company paid holidays
- Paid Time Off (PTO)
- Gymreapers on-site gym!
- Newly renovated HQ!
- 401(k) with up to a 4% employer match
- Life Flight Program, Voluntary
- Employee Assistance Program
- 50% Employee Discount
- 100% Employer Paid: Medical, Dental and Vision
- 100% Employer Paid: Short-term and Long-term disability - life insurance for both employee and spouse/dependents
- Health Savings Account (HSA) employee option
