The Role
Own and optimize lifecycle email and SMS strategies to increase retention, subscriptions, and repeat purchases across DTC and Amazon. Build retention and churn mitigation roadmaps, run tests on messaging/offers/cadence, analyze cohort and subscription performance, manage loyalty program initiatives, and partner with brand teams to align lifecycle efforts with broader campaigns.
Summary Generated by Built In
Lyra is a collective of brands in the Personal Care and Family categories, dedicated to caring for our customers and their loved ones. Our trusted brands are designed with comfort, quality, and transparency first, because we believe everyone should experience care done right.
NOTE: This role is based in NYC. Lyra Collective operates a flexible, hybrid office policy in which employees are expected to be in-person on Mondays, Tuesdays and Wednesdays.
We are hiring a Retention Marketing Lead to own customer retention and subscription strategy for EVER Skincare, Nuvadermis and Trilastin! Reporting to the GM, SVP of Personal Care West, this role will play a critical part in improving repeat purchase, increasing subscriber engagement and reducing churn through data-driven strategy and execution. The Retention Lead will serve as a strategic thought partner to Brand Managers by bringing retention, cohort, and subscription insights into planning and ideation.
What you'll do
- Own and evolve lifecycle journey strategy across email and SMS to drive higher customer retention, repeat purchase and placed order rate across Nuvadermis, EVER and Trilastin
- Lead the strategy and optimization of batch and campaign-based email programs to improve engagement and click-through performance while increasing send velocity based on audience behavior and performance data
- Develop and optimize an SMS retention strategy that deepens customer loyalty and drives incremental revenue from a high-intent, high-conversion channel
- Design and execute a comprehensive retention and churn mitigation roadmap, activating and testing all relevant levers (messaging, offers, cadence, subscription experience) to improve churn metrics over time
- Own customer retention and subscription strategy across both DTC and Amazon; partner closely with Brand Managers to inform planning, ideation, and optimization of the full subscription lifecycle
- Analyze lifecycle and subscription performance, translating data into actionable insights and clear recommendations for cross-functional partners
- Drive repeat purchase behavior through loyalty program management, maximizing for profitable program engagement and LTV
- Collaborate closely with brand teams to ensure lifecycle and retention efforts align with broader brand narratives and integrated campaigns
Requirements:
- 5–8 years of experience in lifecycle, retention, or email marketing, ideally within a subscription-based or repeat-purchase consumer brand
- Hands-on experience building and optimizing email and SMS programs in Klaviyo or a comparable ESP/CRM platform
- Strong analytical skills, with the ability to interpret performance data and translate insights into clear strategic recommendations
- Passion for consumer goods and women’s health & wellness products
- Familiarity with Amazon subscription dynamics (Subscribe & Save) is a strong plus
Our Commitment to Diversity and Inclusion
We believe that true innovation happens when everyone has a seat at the table and the opportunity to excel. We're committed to growing and empowering a more inclusive community within our company and in ecommerce overall, and we’re devoted to hiring and cultivating diverse teams of the best and brightest from all backgrounds, experiences, and perspectives.
As an equal opportunity employer, all aspects of employment with Lyra Collective including the decision to hire, promote, discipline, or discharge, will be based on merit, performance, and business needs. Lyra Collective does not discriminate on the basis of race, color, religion, marital status, age, national origin, ancestry, physical or mental disability, medical condition, pregnancy, genetic information, gender, sexual orientation, gender identity or expression, veteran status, or any other status protected under federal, state, or local law.
Skills Required
- 5-8 years experience in lifecycle, retention, or email marketing (subscription or repeat-purchase consumer brand)
- Hands-on experience building and optimizing email and SMS programs in Klaviyo or a comparable ESP/CRM platform
- Strong analytical skills with ability to interpret performance data and recommend strategies
- Passion for consumer goods and women’s health & wellness products
- Familiarity with Amazon subscription dynamics (Subscribe & Save)
- Role based in New York City with hybrid expectation (in-person Mon-Wed)
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The Company
What We Do
Lyra is a collective of brands in the Personal Care and Family categories, dedicated to caring for you and your loved ones. Our trusted brands are designed with comfort, quality, and transparency first, because we believe everyone should experience care done right.
Why Work With Us
Our six principles guide everything that we do and tie our employees and our community together. We build our team with intention, hiring people who will be culture adds and not just culture-fits. We’ve stayed true to this concept since our founding.
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