Manager, Lifecycle & Retention Marketing; DTC

Overview

Manager, Lifecycle & Retention Marketing (DTC) at The Wonderful Company

Job Type: Full Time

Start Date:

Immediate

Expiry Date: 18 Feb, 26

Salary: 115000.0

Posted On: 20 Nov, 25

Experience:

2 year(s) or above

Remote:
Yes | Telecommute:
Yes | Sponsor Visa:
No

Location:

West Los Angeles, CA (hybrid schedule with in-office Monday-Wednesday; remote Thursday-Friday)

Skills:

Lifecycle Marketing, Retention Marketing, Email Marketing, SMS Marketing, Direct Mail, Data Analysis, Cohort Analysis, Segmentation, Performance Measurement, E-commerce Platforms, Personalization, Customer Journeys, Cross-Functional Collaboration, Retention Strategies, Churn Prevention, Loyalty Programs

Description Company Description FIJI Water is a brand under The Wonderful Company. The role focuses on FIJI Water Home Delivery, building direct relationships with consumers and accelerating growth, retention, and lifetime value through personalized marketing across channels.

Role Overview:
You will own the full retention marketing strategy for FIJI Water Home Delivery, developing and executing programs that keep subscribers engaged and coming back. You will lead lifecycle campaigns across email, SMS, and direct mail, using data and personalization to create experiences that feel distinctly FIJI. From onboarding and replenishment to churn prevention and reactivation, you will design every step of the subscriber journey to grow lifetime value and strengthen the connection between customers and the FIJI brand.

You will report to the Director, DTC.

Responsibilities

• Own the Home Delivery marketing calendar, aligning brand, promotional, and lifecycle moments that drive engagement and repeat purchase.
• Design, launch, and optimize automated journeys across email, SMS, and direct mail, including onboarding, replenishment, renewal, reactivation, and win-back.
• Develop lifecycle campaigns that celebrate hydration as a ritual and position FIJI Water as an everyday luxury for subscribers.
• Collaborate with Creative and Brand teams to craft messaging that feels premium, personal, and unmistakably FIJI.
• Build testing roadmaps for offers, cadence, and creative to continuously optimize engagement and conversion.
• Identify opportunities for cross-sell and upsell through personalized lifecycle programs.
• Partner with Data and Paid Media teams to create cohesive, omnichannel experiences across customer touchpoints.

Retention Strategy & Insights

• Own the end-to-end retention marketing strategy and roadmap, setting clear objectives to reduce churn, drive reactivation, and grow subscriber lifetime value (LTV).
• Use behavioral data, cohort analysis, and segmentation to identify key retention drivers, high-value customer groups, and churn risks, and turn insights into actionable strategies.
• Define and manage retention KPIs such as retention rate, churn, reactivation, and LTV, and forecast their business impact in partnership with Analytics and Finance.
• Develop personalized retention initiatives informed by subscriber behavior, order cadence, and engagement patterns.
• Partner cross-functionally with CX, Tech, and E-commerce to enhance the subscriber experience, streamline account management, and improve billing and delivery communications.
• Champion the subscriber voice internally to ensure customer insights and feedback directly inform marketing and product improvements.

Qualifications

• 3-5 years of experience in lifecycle or retention marketing required, ideally within a DTC subscription or recurring-delivery business.
• Proven success developing retention strategies that drive measurable gains in LTV, repeat rate, and customer engagement.
• Strong analytical skills with hands-on experience in cohort analysis, segmentation, and performance measurement.
• Proficiency with E-commerce platforms such as Shopify, Klaviyo, and Ordergroove is preferred.
• Demonstrated ability to translate performance data into clear, actionable insights for cross-functional teams and leadership.
• Skilled in creating personalized, multi-channel customer journeys across email, SMS, and direct mail.
• Collaborative, organized, and comfortable leading cross-functional initiatives.
• Experience managing loyalty programs is a plus.
• Bachelor’s degree in related field required.

Pay Range & Benefits

Pay Range: $105,000 - $115,000 and may include a discretionary bonus. Final compensation will be dependent upon skills & experience.

Additional Information

EEO:
The Wonderful Company is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, age, protected veteran status, or other protected categories.