Senior Manager, Retention & Lifecycle

The Task At Hand:
Willie’s Remedy+ is a wellness lifestyle brand founded by the legendary Willie Nelson that makes wellness essentials rooted in Willie’s way of life that help you live a longer, more legendary life. Willie’s flagship product line is a set of premium THC infused beverages sold direct to consumers and in stores. Willie’s is set to expand beyond THC beverages into wellness essentials across hydration, sleep and nutrition in the near future. We have an active subscription program, a growing repeat base, and a steady cadence of new product launches and formats coming to market. We have invested heavily in getting customers in the door. Retention is where the next phase of growth comes from.

This role owns the full post-purchase relationship: email, SMS, subscription, and loyalty. You will inherit a newly launched loyalty program and own where it goes from there. You will own subscription performance end to end, from onboarding through cancellation and winback. You will work hand in hand with our CX lead, so what customers tell us shapes what we send them. You report to the Director of Growth and you carry MRR, churn, repeat rate, and LTV as your numbers.

While we are open to this role being remote, we would like to have this person located in either Pacific or Mountain time zones. 

• 4+ years in DTC lifecycle marketing, with direct ownership of both email and SMS as revenue channels
• Have run retention for a subscription or replenishment business, and can speak specifically to the churn drivers you found and the interventions that worked
• Analytical by default - you build your own cohort analysis, pull your own numbers, and can tell a real result from noise
• Have a point of view on creative and can write a brief an agency can actually execute against
• Take ownership without waiting for permission - you make the call, defend it with data, and live with the result
• Follow through without being chased

• Own the customer journey from first order through repeat, subscription, churn, and winback
• Set and defend the retention roadmap; run a continuous test roadmap across flows, offers, creative, and timing
• Build and report the retention dashboard: churn, repeat rate, cohort retention, LTV, subscription tenure
• Partner with CX so support tickets, cancellations, and reviews shape lifecycle strategy - and with paid/brand to keep acquisition and retention messaging coherent
• Turn new product launches into repeat purchase moments: cross-sell, trial-to-routine conversion, subscription add-ons

• Own strategy, segmentation, deliverability, creative briefing, testing, and reporting end to end
• Direct the build of every lifecycle flow - onboarding, education, cross-sell, replenishment, churn prevention, winback - while our agency executes
• Segment by product, behavior, and acquisition channel; own revenue per recipient, CTR, CVR, opt-in growth, and list health

• Own subscription performance in Stay AI: MRR, active subscribers, churn, cohort LTV, tenure
• Own the cancellation flow - identify churn drivers, test interventions, cut involuntary churn through dunning and payment recovery
• Improve the customer portal (pause, skip, swap, reschedule) with CRO and dev partners
• Own the loyalty program end to end - mechanics, rewards, margin math - and prove it moves repeat rate and LTV, not just redemption volume
• Own referral and ambassador programs, including refer-a-friend and subscriber-exclusive perks

• Klaviyo (email), Attentive (SMS), Stay AI (subscriptions), Shopify Plus + Rebuy (site), GA4 + Triple Whale (analytics), Shoplift (testing), loyalty platform TBD

• 21+ years of age at time of application
• 4+ years in DTC retention/lifecycle marketing, owning both email and SMS programs directly
• Hands-on ownership of a subscription or replenishment business - able to speak to specific churn drivers, cohort tenure, and the interventions run to address them
• Track record designing and launching at least one lifecycle program from the ground up, not just optimizing an existing one
• Hands-on experience building cohort/retention analysis in Excel, SQL, or a BI tool, without relying on a data team
• Working fluency with a subscription platform (Stay AI, Recharge, or Skio)
• Ability to write a strong creative brief and hold an agency accountable to it
• Proven track record influencing cross-functional partners (growth, CX, brand, tech) without direct authority over them

• Experience owning, scaling, or relaunching a loyalty/rewards program, including the margin case behind it
• Experience in CPG, beverage, wellness, supplements, or another regulated product category
• TCPA/10DLC SMS compliance experience and management of email deliverability at scale
• Experience adapting lifecycle programs quickly around frequent new product launches
• Regular use of AI tools to accelerate copy, segmentation logic, or workflow
• Experience partnering with a CRO or site-testing function to inform retention strategy

Who We Are

Our Company

JuneShine Brands was built by people who believe you shouldn't have to choose between living well and working hard. Our founders met through a shared love of surfing, the outdoors, and chasing experiences worth having. That spirit still runs through everything we do.

We are a company with a purpose beyond profit. Every brand we build exists for a reason. We believe the next generation of consumers will choose brands that reflect their values, and we intend to build exactly those brands.

We hire exceptional people and get out of their way. Flexible hours, no micromanagement, and trust as the default — we take cues from Yvon Chouinard's Let My People Go Surfing, a book we give every new hire on day one. What we ask in return is simple: own your work, deliver with excellence, and never let flexibility come at someone else's expense.

We value people who are hungry and humble, who take ownership without being asked, who move fast without cutting corners, and who make everyone around them better. If that sounds like you, we'd love to meet you.

JuneShine Brands is a purpose-driven organization composed of a diverse and dynamic group of individuals with varied backgrounds, passions, and beliefs. We are committed to fostering an inclusive environment where everyone’s unique perspectives are valued. We seek to hire self-motivated, independent thinkers, who embrace challenging the status quo. Join us at JuneShine Brands where you’re encouraged to bring your authentic self to your craft every day. As a proud equal opportunity employer, we are dedicated to ensuring fairness and equity in our hiring practices. 

You must reside in the United States to be considered for this position.

This role supports multiple beverage brands within the JuneShine Brands portfolio, including alcohol and hemp-derived THC beverages.

All Juneshine Brands products are intended for adults 21+.

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