Email Marketing Lead (DTC Fitness & Wellness)

A leading multi–8-figure e-commerce brand in the fitness, health, and wellness space is seeking an elite Email Marketing Lead to take full ownership of our email ecosystem (strategy, execution, performance, reporting, and ongoing optimization) This is not a junior role and not a simple “build flows and send campaigns” position. We are looking for a data-driven, strategic, and execution-oriented Email Lead who can own the entire lifecycle marketing function, drive measurable revenue growth, and build the next evolution of our retention engine. If you’ve scaled email for a 7–8 figure DTC brand before, we want to speak with you. If you haven’t, this role will not be a fit. As a senior individual contributor, you will be responsible for copy, design, strategy, audience segmentation, automations, testing, reporting, and channel optimization across the entire email (and potentially SMS) program. Your mandate is simple: Increase revenue, improve retention (LTV), and elevate the overall customer experience through world-class lifecycle marketing. You must have a deep understanding of: • Klaviyo (advanced use only: complex conditional split logic, dynamic profiling) • Shopify & Tech Stack Integrations (Skio, Skool community platform) • Attribution & Analytics (Hyros, Google Analytics, UTM tracking implementation) • Deliverability & Inboxing (Domain health, audience suppression lists, frequency caps) • Segmentation & Customer Cohorts (LTV analysis, churn dynamics, engagement tiers) • High-Frequency Promotional Strategies (Bi-weekly flash sales, dynamic discounts, offer sequencing) • Automation Architecture & A/B Testing Frameworks • Direct-Response Copywriting & Email Design Strategy This role is high-ownership. You will drive the roadmap, write the copy, design the assets, build the flows, track the attribution, and continually iterate. KEY RESPONSIBILITIES End-to-End Campaign Creation & Strategy • Copywriting & Design: Write high-converting direct-response copy tailored to our avatar and design clean, modern, brand-aligned email templates in Klaviyo. • Content & Promo Calendar: Own the monthly email marketing calendar—balancing promotional campaigns, product launches, content updates, and retention messaging. • Promotional Execution: Drive fast-paced promotional strategies, executing periodic flash sales, seasonal pushes, dynamic discounts, and campaign themes that drive high ROI without eroding brand equity. Flow & Automation Architecture: • Build, audit, optimize, and scale core automated lifecycle flows from scratch: Welcome Series Browse Abandonment Add-to-Cart Abandonment Abandoned Checkout Post-Purchase (Cross-Sell & Upsell) Replenishment & Subscription Retention Win-back & Re-engagement Sunset & Engagement Management • Continually test variations to increase conversions, average order value (AOV), and customer lifetime value (LTV). * Deliverability, Segmentation & List Hygiene • Develop sophisticated audience segmentation strategies (historical buyers, high engagers, active community members, churned users) to maximize revenue per recipient. • Manage audience suppression lists and frequency caps to maintain flawless domain health, inbox placement, and optimized ESP usage. Analytics, Tracking & Optimization • Attribution Discipline: Ensure strict implementation of UTM tracking across all flows and campaigns to integrate seamlessly with Hyros, Google Analytics, and internal dashboards. • Performance Reporting: Monitor and present weekly insights across revenue, flow performance, deliverability, open/CTR metrics, and customer retention cohorts. • Testing Roadmap: Develop and run continuous A/B tests on subject lines, visual layouts, offer structures, send times, and audience splits. Cross-Functional Collaboration & Innovation • Coordinate with paid media, creative, product, and community teams to align promotional calendars and community migration touchpoints. • Continuously explore new retention strategies, messaging angles, and lifecycle tech integrations. REQUIREMENTS & QUALIFICATIONS We are only considering candidates who meet all of the following: • 3–5+ years of hands-on experience managing DTC lifecycle and email marketing channels (experience in health, wellness, fitness, or weight loss DTC space is a massive plus). • Proven track record managing email programs for brands doing 7–8 figures per year. • Advanced Klaviyo expertise (advanced segmentation, reporting, automation frameworks, conditional splits). • Hands-on attribution knowledge with Hyros and Google Analytics (UTM taxonomy). • Strong direct-response copywriting AND email design skills—ability to write, design, and deploy flows/campaigns entirely from scratch without agency reliance. • Proven experience running high-velocity promotional calendars (flash sales, seasonal pushes, offer sequencing). • High degree of self-sufficiency—you act as an individual contributor who drives strategy while simultaneously executing day-to-day operations. • Deep analytical mindset—understanding consumer psychology, cohort curves, and LTV. COMPENSATION Competitive monthly retainer based on experience, with potential for performance-based incentives tied to revenue and retention KPIs. HOW TO APPLY To ensure you read job postings thoroughly, please include the following at the top of your application/proposal: *The word “YELLOW” on the very first line. *2–3 visual examples of Klaviyo flows or campaigns you personally wrote and designed. *The highest level of email-attributed annual revenue for a brand you’ve directly managed. *A brief (2–3 sentence) overview of your approach to tracking email attribution via Hyros/UTMs. *Your expected monthly rate/retainer. We are reviewing top candidates immediately.