BodyBio

The Lifecycle Marketing Manager owns BodyBio's customer lifecycle strategy and its results across the full customer journey — from lead capture and first purchase through subscription, retention, and winback — within the broader company brand and marketing framework. This position translates annual goals set with the VP of Marketing into a lifecycle roadmap and is accountable for growing conversion, repeat purchase, subscription retention, and customer lifetime value. The role directs BodyBio's email and subscription agencies, which handle build and deployment across email, SMS, and push, and partners with the Content Strategist to ensure every lifecycle touchpoint is consistent and aligns with overarching content and lifecycle marketing strategy.

Key Performance Indicators

The Lifecycle Marketing Manager is accountable for the following, with targets set annually with the VP of Marketing:

• Subscription retention: active subscriber growth, monthly churn rate, and cancellation save rate.
• Lifecycle revenue: email/SMS share of DTC revenue and repeat purchase rate.
• Acquisition efficiency: lead-to-first-purchase conversion.

Acquisition Lifecycle

• Pre-purchase journey ownership: Define and continuously optimize the pre-purchase journey architecture — welcome series, education flows, browse and cart abandonment, and re-engagement of unconverted leads — directing the email agency's build and deployment and turning interest into first or repeated purchases.
• Lead capture and nurture: Manage lead capture touchpoints (sign-up forms, pop-ups, opt-in offers) and the prospect nurture sequences that follow, testing and iterating to improve lead-to-customer conversion in tandem with our lead capture platform, Alia.
• Paid and owned channel alignment: Coordinate with the VP of Brand and Marketing and performance marketing partners so paid acquisition and owned channels work as one system, ensuring lifecycle maximizes the value of every lead acquired.
• Owned-channel conversion monitoring: Own reporting on how efficiently email, SMS, and push convert prospects into first-time customers and subscribers, diagnosing underperformance and directing fixes.

Lifecycle Deployment & Retention

• Lifecycle journey ownership: Own the end-to-end lifecycle program — onboarding, engagement, cross-sell, churn prevention, and winback — with clear accountability for retention, LTV, and reactivation results.
• Winback program: Own the winback program grounded in BodyBio's own data — who lapses, why, when they are recoverable, and what actually brings them back — directing execution by the email and subscription agencies.
• Churn prevention: Design and prioritize churn-prevention interventions triggered by behavioral signals (skipped orders, declining engagement, payment failures), not just tenure, directing the subscription agency on cancellation saves, dunning, and subscriber perks.
• Cross-sell and expansion: Plan and own cross-sell and expansion campaigns across the BodyBio portfolio — moving customers from a single product to a deeper relationship with the brand, in line with the hero product strategy.
• Subscription health monitoring: Monitor subscription health metrics weekly — active subscriber count, churn rate, save rate, and failed payment recovery — and escalate anomalies promptly with a diagnosis and recommended response.

Channels & Orchestration

• Channel strategy: Set the approach for email, SMS, and push — journey architecture, cadence, targeting, and creative briefs — in partnership with the Content Strategist, with the email agency handling execution.
• Segmentation management: Own segmentation hygiene, ensuring customer segments (prospect, new customer, repeat, subscriber, at-risk, lapsed) are accurately defined and kept current.
• Channel expansion: Own thoughtful growth of the reachable audience (SMS opt-in, list growth) without degrading trust or deliverability, monitoring deliverability health and list quality.
• Brand standards: Ensure every lifecycle touchpoint reflects the BodyBio brand at its highest expression — science-forward, premium, never spammy — by owning the QA and approval process for agency-produced sends, covering copy accuracy, claims compliance, links, offers, and audience targeting, with a defined escalation path for claims review.
• Commercial calendar coordination: Represent lifecycle in commercial planning — ensuring launches, promotions, pricing changes, and subscription mechanics are reflected accurately and on time across all lifecycle touchpoints.
• On-site lifecycle expression: Coordinate with web/digital partners on the on-site expression of lifecycle strategy, including subscription management, upsell surfaces, and personalization.

Agency Management

• Agency leadership: Own the relationships with BodyBio's email agency and subscription agency — setting priorities and scope, running recurring check-ins, managing the request and brief pipeline, and holding both partners to deadlines and quality standards.
• Agency performance and budget: Track agency deliverables against scope, manage agency spend against budget, address scope creep, missed deadlines, or underperformance directly, and make renewal, re-scope, or replacement recommendations to the VP of Marketing.
• Retention testing: Own the retention and lifecycle testing roadmap (offers, cadence changes, dunning improvements) from hypothesis and brief through readout and decision.
• Performance consolidation: Consolidate agency reporting into a monthly lifecycle performance summary for the VP of Marketing.

Performance Analysis and Reporting

• Lifecycle reporting cadence: Own weekly and monthly lifecycle reporting, consolidating agency data into a single view, including email/SMS revenue contribution, flow performance, campaign performance, lead-to-customer conversion, subscription retention metrics, and repeat purchase rate.
• Test and learning log: Maintain a running log of lifecycle test hypotheses, results, and decisions so learnings compound and inform ongoing strategy adjustments with the VP of Marketing.
• Team reporting: Prepare and present the lifecycle section of marketing team reviews and planning sessions.

VP of Marketing Support (Secondary Responsibilities)

• Conversion Rate Optimization (CRO): Support the VP of Marketing on CRO initiatives, coordinating test setup with relevant partners, tracking test status, and compiling results for review.
• Ad hoc marketing support: Support additional marketing projects and initiatives as assigned by the VP of Marketing.

Qualifications

• 5+ years in lifecycle, retention, or CRM marketing in DTC, including at least 2 years in a subscription or replenishment business.
• Track record of directing agencies to measurable retention or revenue outcomes.
• Working fluency in Klaviyo or a comparable ESP, an SMS platform (e.g. Attentive or Postscript), and a subscription platform — enough to audit and challenge agency work.
• Comfortable with cohort and retention analysis; can build lifecycle reporting without dedicated analyst support.
• Experience with supplement, health, or other claims-regulated copy preferred.

Success Measures

• First 90 days: audit of all active flows, segments, and agency scopes completed; prioritized lifecycle roadmap approved by the VP of Marketing; weekly subscription health reporting in place.
• First 12 months: agreed KPI targets met; testing program running continuously with documented decisions; agency scopes and spend aligned to roadmap priorities.