Lifecycle Marketing Manager (Email & SMS)

Location: Remote (U.S.)

About Primal Queen

At Primal Queen, we're on a mission to help women thrive through ancestral nutrition and high-quality, whole-food supplements. We believe women deserve better than synthetic ingredients, overcomplicated wellness advice, and products that don't deliver.

We're building one of the fastest-growing brands in women's wellness, and we're looking for a Lifecycle Marketing Manager to help deepen our relationship with customers long after their first purchase.

This is a high-impact role for someone who loves both strategy and execution—someone excited to own the customer journey, drive retention, and create meaningful experiences that turn first-time buyers into lifelong advocates.

The Role

As our Lifecycle Marketing Manager, you'll own and scale retention marketing across Email, SMS, subscriptions, and customer lifecycle initiatives.

You'll be responsible for building best-in-class customer journeys that increase retention, subscription growth, repeat purchases, and customer lifetime value.

You'll work closely with our Growth, Creative, Customer Experience, and Product teams to ensure every customer interaction feels intentional, educational, and on-brand.

This role is ideal for someone who enjoys combining data-driven decision making with compelling storytelling.

What You'll Own

Email & SMS Marketing

• Own the Email & SMS marketing calendar across campaigns and automated flows.
• Build, optimize, and maintain lifecycle automations in Klaviyo, including:
  • Welcome
  • Browse Abandonment
  • Cart Abandonment
  • Post Purchase
  • Cross-Sell & Upsell
  • Subscription
  • Winback
  • Sunset
• Execute SMS campaigns and automations (Postscript experience preferred).
• Collaborate with Creative to produce compelling emails and SMS campaigns that educate, inspire, and convert.

Lifecycle & Retention Strategy

• Develop and execute strategies that increase retention, repeat purchase rate, subscription adoption, and customer lifetime value.
• Build sophisticated customer segmentation and personalization strategies.
• Continuously improve the customer journey based on customer behavior and lifecycle stage.
• Identify opportunities to surprise and delight customers throughout their experience with Primal Queen.

Testing & Optimization

Own a structured experimentation roadmap across:

• Subject lines
• Messaging
• Offers
• Send times
• Segmentation
• Personalization
• Creative
• Landing pages
• Product recommendations

You'll use data—not assumptions—to guide optimization.

Analytics & Insights

• Analyze lifecycle performance and customer behavior.
• Build dashboards and reporting that clearly communicate opportunities and results.
• Surface actionable insights that improve retention and overall customer experience.
• Monitor retention KPIs and proactively recommend improvements.

Cross-Functional Collaboration

You'll partner closely with:

• Growth Marketing
• Creative
• Customer Experience
• Product
• CRO
• Leadership

to ensure every touchpoint delivers a seamless customer experience.

What We're Looking For

Required

• 3+ years of hands-on Lifecycle Marketing or Email Marketing experience.
• Advanced experience with Klaviyo.
• Experience managing SMS marketing (Postscript preferred).
• Deep understanding of customer segmentation and lifecycle marketing.
• Experience building and optimizing automated customer journeys.
• Strong analytical mindset with experience interpreting retention metrics.
• Comfortable balancing strategy with hands-on execution.
• Experience designing and analyzing A/B tests.
• Strong copy instincts and understanding of consumer psychology.

Preferred

• Experience in DTC eCommerce.
• Experience in health, wellness, supplements, beauty, or consumer products.
• Experience working with subscription businesses.
• Familiarity with cohort analysis, attribution, and retention reporting.
• Comfortable using AI tools to improve efficiency and creative workflows.

What Success Looks Like

Within Your First 90 Days

• Take full ownership of Email & SMS marketing.
• Audit and optimize all existing lifecycle flows.
• Launch a structured testing roadmap.
• Improve lifecycle performance across key automations.
• Deliver clear reporting and actionable insights.
• Build scalable systems that support long-term growth.

KPIs

You'll be measured on:

• Email Revenue
• SMS Revenue
• Flow Revenue
• Campaign Revenue
• Repeat Purchase Rate
• Subscription Rate
• Customer Lifetime Value (LTV)
• Churn Rate
• Revenue per Recipient
• Click Rate
• Conversion Rate
• List Growth
• Unsubscribe Rate