CRM, Lifecycle & Retention Manager

Santa Monica, CA / Full Time / Hybrid

Moon Juice is seeking a CRM, Lifecycle & Retention Manager to architect and scale our customer lifecycle strategy across email, SMS, subscription, loyalty and referral. This role will be a core growth driver for the next phase of DTC, responsible for increasing CRM revenue contribution, improving customer lifetime value and building a more durable recurring revenue base.

Reporting to the VP of Direct-to-Consumer, this individual will own the full lifecycle roadmap from acquisition onboarding through subscription optimization, cross-sell, retention and winback. The ideal candidate is both strategic and hands-on: equally comfortable building advanced segmentation in Klaviyo and developing a data-backed retention strategy that drives measurable revenue impact.

Responsibilities:

Lifecycle Strategy & Revenue Growth

• Own and execute the lifecycle marketing strategy across email and SMS to increase CRM revenue contribution to total DTC.
• Develop a comprehensive customer journey roadmap across onboarding, replenishment, subscription, cross-sell and winback.
• Build strategies to increase LTV, improve repeat purchase rate and reduce churn.
• Partner with the VP of DTC to define retention targets and performance goals aligned to broader growth plans.

Subscription, Loyalty & Retention Optimization

• Own the subscription lifecycle strategy in Recharge, driving penetration, retention and customer satisfaction.
• Optimize subscription onboarding, education, replenishment cadence and churn mitigation flows.
• Manage and evolve loyalty (Lyon) and referral programs to drive retention and community engagement.
• Design winback strategies to reactivate lapsed customers and improve list health.

Segmentation, Personalization & Testing

• Build sophisticated segmentation frameworks in Klaviyo based on behavior, product affinity, lifecycle stage and purchase history.
• Develop and execute A/B testing strategies to improve conversion, engagement and revenue per recipient.
• Implement cross-sell and upsell strategies to improve AOV.
• Continuously refine personalization strategies across lifecycle touchpoints.

Deliverability, List Health & Analytics

• Own CRM analytics including revenue attribution, engagement rates, deliverability, churn and LTV.
• Improve deliverability and maintain list health through suppression strategies, hygiene protocols and engagement monitoring.
• Provide regular performance reporting and actionable insights to track and analyze retention performance.

Cross-Functional Collaboration

• Partner with Creative to ensure lifecycle campaigns reflect brand voice while driving performance.
• Align with Ecommerce on promotional calendars, product launches and site experiences.
• Collaborate with CX to integrate customer feedback into retention strategies.
• Work closely with Finance to forecast CRM revenue and monitor subscription trends.

Requirements:

• 5–7 years of experience in lifecycle marketing, CRM or retention for a DTC brand.
• Hands-on experience building and executing flows in Klaviyo and Attentive (required).
• Deep experience with subscription businesses and Recharge or other similar platforms (required).
• Experience managing loyalty and referral programs (Lyon or similar platforms preferred).
• Strong analytical skills with the ability to translate data into strategy and action.
• Demonstrated ability to increase LTV, improve repeat purchase rates, and reduce churn.
• Experience owning CRM revenue targets and driving measurable growth.
• Excellent project management and organizational skills.
• Ability to balance creative storytelling with data-driven optimization.
• Ability to thrive in a fast-paced, dynamic environment and manage multiple priorities effectively.
• Passion for wellness and Moon Juice’s mission.
• Strong communication and cross-functional collaboration skills.

About Moon Juice

Moon Juice makes next level supplements you can trust and feel. We go to great lengths to ensure the best Source, Dose, Form™ with 100% traceable, potently dosed, and bioavailable ingredients. Bringing the plants, science, and wisdom since 2011.

Please note before applying: Interviewing with Moon Juice may include video and phone interviews, written projects, and/or on-site interviews. We may be unable to follow-up with every applicant. If you are an individual with a disability and need an accommodation in order to apply for a posted job, please contact us at careers@moonjuice.com. Applicants and employees are protected from discrimination under federal law. Moon Juice is an equal opportunity employer. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran, or disability status.