Lifecycle Marketing Manager

Blueroot Health is seeking a strategic and creative Lifecycle Marketing Manager to own the end-to-end lifecycle communications program across all brands. The role involves building and executing a unified email and SMS content strategy, focusing on retention, engagement, and revenue across DTC channels.

Responsibilities:

• Develop and execute a comprehensive email and SMS content strategy across all Blueroot Health brands, aligned to acquisition, retention, and revenue goals
• Own the editorial calendar for lifecycle communications, including campaigns, automated flows, transactional messages, and SMS sends
• Write compelling, on-brand email and SMS copy — subject lines, preview text, body copy, and CTAs — tailored to each brand's voice and audience
• Design and implement automated flows including welcome series, abandoned cart and browse recovery, post-purchase, win-back, replenishment, and cross-sell journeys
• Plan and execute SMS campaigns and automations in compliance with TCPA, CTIA, and carrier guidelines, including list growth, consent management, and quiet hours
• Build and refine audience segments using behavioral, transactional, and profile data to deliver relevant, personalized content at scale
• Run a continuous testing program (A/B and multivariate) across subject lines, content, send times, offers, and channel mix; document learnings and apply them across the program
• Analyze and report on channel performance using KPIs including open rate, CTR, conversion rate, revenue per recipient, list growth, unsubscribe and spam rates, and SMS-specific metrics (opt-in rate, CTR, revenue per send)
• Deliver regular performance readouts to the Director of Marketing Communications with clear insights and recommended next actions
• Manage email deliverability — sender reputation, authentication (SPF, DKIM, DMARC), list hygiene, and inbox placement
• Ensure all communications comply with GDPR, CAN-SPAM, TCPA, and other applicable regulations
• Partner with design, brand, e-commerce, and customer service teams to align messaging, creative, and offers across touchpoints
• Monitor industry trends, competitor programs, and emerging best practices in email and SMS, and bring forward recommendations
• Perform other duties as assigned

Requirements:

• Minimum of 5 years of professional experience in email marketing, with at least 2 years owning SMS or broader lifecycle marketing
• Expert-level proficiency with Klaviyo and HubSpot; experience with an SMS platform such as Attentive, Postscript, or Klaviyo SMS
• Proven copywriting skills with a portfolio of email and SMS work that drove measurable performance
• Strong HTML coding skills for email template development and troubleshooting
• Demonstrated experience building segmentation strategies, automated flows, and drip programs from scratch
• Solid working knowledge of email deliverability (authentication, reputation, list hygiene) and SMS compliance (TCPA, CTIA, carrier filtering)
• Strong analytical skills and fluency in Excel; comfort pulling, interpreting, and presenting performance data
• Excellent attention to detail, strategic thinking, and the ability to manage multiple brands and priorities in a fast-paced environment
• Self-directed work ethic and ability to operate independently against deadlines
• Experience with Shopify and the broader e-commerce ecosystem
• Industry experience in supplements, health & wellness, or CPG
• Familiarity with customer data platforms (CDPs), product feeds, and basic Liquid or other dynamic content syntax