Lifecycle Marketing Manager

Description PURPOSE STATEMENT: Blueroot Health is seeking a strategic and creative Lifecycle Marketing Manager to own the end-to-end lifecycle communications program across all Blueroot Health brands. In this role, you will build and execute a unified email and SMS content strategy — from concept and copy to segmentation, send, and post-send analysis — driving retention, engagement, and revenue across our DTC channels.

This is a hands-on role for a writer who is equally fluent in data. You will write the content, build the flows, run the tests, and measure the results. The ideal candidate blends sharp copywriting with rigorous performance analysis, and is comfortable moving between creative work, platform configuration, and reporting.

A strong working knowledge of Klaviyo, HubSpot, Shopify, and SMS platforms (Attentive, Postscript, or similar), along with proficiency in HTML, is essential for success in this role.

What You’ll Do (major 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.

What You’ll Need (knowledge/Skills/Experience)

• 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.

Preferred Qualifications

• 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.

Physical Requirements

• Ability to travel occasionally for business needs, including attending meetings, trainings, or company events.
• Sitting for long periods of time.
• Repetitive tasks such as typing and extended periods of computer screen time.
• Handling stress with composure.