Senior eCommerce Customer Lifecycle Manager

E-commerce Customer Lifecycle Manager

The E-commerce Customer Lifecycle Manager will own and optimize the end-to-end digital customer journey for our wellness brand, driving growth in acquisition, retention, and lifetime value. This role is critical in building meaningful, personalized relationships with customers through their health and wellness journey. You will play a key role in scaling the brand's direct-to-consumer (DTC) business by enhancing customer engagement, promoting product education, and fostering long-term loyalty. Cross functional collaboration is required to be successful in this position.

Key Responsibilities

• Lifecycle Strategy & Customer Journey Design
  • Develop and execute lifecycle strategies across key stages: acquisition, onboarding, education, repeat purchase, subscription, and retention.
  • Map and optimize customer journeys specific to wellness behaviors (e.g., first-time trial, regimen building, replenishment cycles).
  • Working cross functionally to integrate product education and wellness storytelling into lifecycle touchpoints.
• Retention, Subscription & Loyalty Growth
  • Drive repeat purchase and subscription enrollment for replenishable products (e.g., topicals, botanical supplement, and ingestibles).
  • Create and optimize replenishment reminders and subscription lifecycle flows.
  • Develop loyalty, referral, and rewards programs that deepen customer engagement.
• Personalization & Segmentation
  • Build customer segments based on health goals, purchase patterns, lifecycle stage, and engagement behavior.
  • Deliver personalized recommendations and content (e.g., routines, bundles, wellness tips).
  • Partner with research and marketing teams to align messaging with brand voice and scientific credibility.
• Campaign & Automation Management
  • Own lifecycle channels including email, SMS, push notifications, and retargeting.
  • Build and optimize automated flows such as:
    • Welcome/onboarding series
    • Abandoned browse/cart
    • Post-purchase education & upsell
    • Replenishment reminders
    • Subscription renewal & churn prevention
    • Win-back campaigns
  • Manage campaign calendars around product launches, seasonal wellness trends, and promotions.
• Data Analysis & Performance Optimization
  • Monitor and optimize KPIs including retention rate, repeat purchase rate, LTV, subscription growth, and engagement metrics.
  • Conduct A/B testing on messaging, cadence, offers, and creative.
  • Use insights to continuously refine lifecycle strategies and improve conversion.
• Cross-Functional Collaboration
  • Partner with eCommerce, Marketing, Brand, Product Development, and Customer Experience teams.
  • Work with creative teams to produce engaging, compliant, and educational content.
  • Collaborate with data/analytics teams to ensure accurate tracking and reporting.
• Marketing Technology & Compliance
  • Manage lifecycle marketing platforms (e.g., Klaviyo, Salesforce Marketing Cloud).
  • Ensure proper integration with eCommerce platforms (e.g., Shopify) and subscription tools.
  • Maintain compliance with industry regulations (e.g., FDA guidelines for claims, GDPR/CCPA privacy laws).

Education & Experience

• Bachelor's degree in Marketing, Business, or related field.
• 6-8+ years of experience in lifecycle marketing, CRM, or eCommerce, preferably in CPG, wellness, or health-related brands.
• Experience in DTC wellness, supplements, nutrition, beauty, or personal care brands; preferably with hemp derived products.
• Familiarity with subscription-based business models and replenishable products.
• Understanding consumer health journeys and behavior change psychology.
• Experience integrating content/education into marketing (blogs, quizzes, routines, assessments).

Functional/Technical Knowledge, Skills & Abilities

• Hands-on experience with email/SMS platforms (e.g., Klaviyo strongly preferred).
• Strong analytical mindset with experience using tools like Google Analytics, Looker, or similar.
• Strong knowledge of marketing principles.
• Proven success driving retention, LTV, and subscription growth.
• Excellent organizational skills with the ability to manage multiple campaigns and projects simultaneously.
• Strong writing and editing skills, with exceptional attention to detail.
• Basic knowledge of HTML/CSS for email design and layout adjustments is a plus.

Key KPIs

• Customer Lifetime Value (LTV)
• Repeat Purchase Rate
• Subscription Conversion & Retention
• Churn Rate
• Email/SMS Revenue Contribution
• Engagement Metrics (Open, CTR, CVR)
• Average Order Value (AOV)

Key Competencies

• Customer-Centric & Empathy-Driven
• Data-Driven Decision Making
• Storytelling & Brand Alignment
• Growth & Retention Focus
• Cross-Functional Collaboration
• Test-and-Learn Mindset

Work Environment

• Fast-paced, high-growth DTC wellness brand environment.
• Highly collaborative across marketing, product, and digital teams.
• Hybrid with strong digital communication culture.

Benefits

Charlotte's Web offers a diverse, quality work environment, a great compensation package, and a comprehensive benefits package. Our benefits include medical/dental/vision insurance, pet insurance, 401K match, short and long-term disability, flexible PTO, and sick time. We are an Equal Opportunity Employer. Employees may be eligible for a discretionary bonus in addition to base pay. Annual bonuses are designed to reward individual contributions as well as allow employees to share in company results. Recruiting for this role ends on August 1, 2026.