Lifecycle & Retention Marketing Manager

We are seeking an experienced Lifecycle and Retention Marketing Manager to own the complete customer lifecycle for a growing telehealth and consumer wellness business. The primary focus of this role will be improving conversion, activation, retention, repeat purchases, and customer lifetime value. This engagement is expected to require full-time availability for approximately six months while we establish the lifecycle and retention program. This person will report to the incoming Head of Growth. The Lifecycle and Retention Marketing Manager will develop and manage personalized email, SMS, and other direct-response communications across every stage of the customer journey—from initial lead through treatment, renewal, reactivation, and cross-sell. Lifecycle campaigns and automation will be managed primarily through HubSpot and Twilio. Key Responsibilities - Own the strategy and execution of lifecycle email and SMS marketing, primarily through HubSpot and Twilio. Build and maintain automated workflows, customer segments, triggers, lead scoring, campaign logic, and reporting within HubSpot. Develop and manage transactional and promotional SMS communications through Twilio. Create automated journeys for lead nurturing, abandoned checkout, appointment completion, post-lab conversion, treatment onboarding, refill reminders, renewals, cross-sells, win-backs, and reactivation. Segment customers based on demographics, acquisition source, treatment interest, behavior, and lifecycle stage. Develop treatment-specific campaigns across hormones, GLP-1s, peptides, sexual wellness, supplements, and other services. Partner with clinical, operations, creative, technology, and paid media teams to create a consistent customer experience. Establish an ongoing testing program for messaging, timing, offers, segmentation, channels, and creative. Maintain appropriate consent, opt-out, privacy, and healthcare marketing controls. Monitor deliverability, messaging costs, contact health, and platform performance. Report on performance and recommend improvements based on customer behavior and financial impact. Primary Success Metrics - Lead-to-purchase conversion Lab-to-treatment conversion Appointment completion Treatment activation Refill and renewal rates Customer retention and churn Reactivation and win-back revenue Cross-sell revenue Customer lifetime value Email- and SMS-attributable revenue Email deliverability and SMS engagement Ideal Experience - Experience owning lifecycle or retention marketing for a subscription, telehealth, healthcare, wellness, or consumer business. Hands-on experience building campaigns, workflows, segmentation, and reporting in HubSpot. Experience managing SMS programs and automated communications through Twilio. Ability to translate customer data into actionable segments and personalized journeys. Strong analytical, copywriting, testing, and project-management skills. Familiarity with healthcare privacy, consent, and marketing requirements is preferred. Fluent professional English and strong written communication skills. Availability for substantial overlap with standard U.S. business hours. Engagement Details - Full-time availability anticipated for approximately six months Remote contractor engagement Substantial overlap with U.S. business hours required Reports to the incoming Head of Growth