Head of Email and SMS - DTC Health and Wellness

Brand Bolt is a portfolio of direct-to-consumer brands in the health, wellness, and beauty space. We build category-defining brands through disciplined operations, data-driven marketing, and world-class customer experience.

Retention is not a support function for us — it is a growth engine.

We're looking for a Head of Email & SMS who will obsess over lifecycle marketing, post-purchase revenue, and lifetime value across our brands. This person must be expecereince working with DTC Health and Wellness brands in skincare, healthcare, supplements, etc.

This role owns email and SMS strategy, execution, and revenue across the entire Brand Bolt portfolio.

You will be responsible for:

• Driving higher LTV, repeat purchase rate, and subscription retention through owned channels

• Building and optimizing all lifecycle flows and campaigns

• Turning customer data and behavior into segmentation, personalization, and revenue opportunities

• Collaborating cross-functionally to ensure messaging reflects product, customer feedback, and brand positioning

This is a high-ownership, high-impact role for someone who treats email and SMS like profit centers, not broadcast channels.

Core Responsibilities

Lifecycle Marketing Strategy & Execution

Own all email and SMS across the customer lifecycle:

• Welcome and onboarding sequences

• Educational flows (product usage, benefits, tips)

• Replenishment and reorder reminders

• Cross-sell and upsell campaigns

• Win-back and churn prevention

• Subscription lifecycle messaging (dunning, pause prevention, upgrade nudges)

• VIP and loyalty engagement

• Build campaign calendars that balance promotional sends with retention and education

• Ensure all messaging aligns with brand voice, positioning, and customer stage

Revenue & LTV Growth

• Own and improve: repeat purchase rate, email/SMS attributed revenue, subscription retention and churn, incremental LTV from owned channels

• Identify drop-off points in the lifecycle and build flows to address them

• Partner with customer service, product, and ops teams to surface friction points and fix root causes of churn

Testing, Optimization & Personalization

• Continuously test: subject lines and preview text, send timing and frequency, offers and CTAs, segmentation and personalization, flow triggers and logic

• Use behavioral data, purchase history, and engagement signals to create dynamic segments

• Build predictive models for churn risk, next purchase timing, and high-value customer identification

• Data, Insights & Reporting

• Build dashboards tracking: email/SMS revenue and attribution, engagement metrics (open rate, CTR, conversion rate), lifecycle performance by cohort, incrementality and true lift, list health and deliverability

• Use cohort analysis to understand what drives retention and repeat purchases

• Surface customer insights that inform product development, creative strategy, and acquisition messaging

Retention Innovation & Experimentation

• Identify and pilot new retention channels and tactics beyond email/SMS (direct mail, surprise-and-delight programs, packaging inserts, exclusive communities, etc.)

• Design tests with clear hypotheses, success metrics, and budget parameters

• Scale what works and kill what doesn't quickly
  

Platform Management & Deliverability

• Manage email/SMS platforms (Klaviyo, Attentive, Postscript, etc.) and integrations with Shopify, subscription tools, and CDP/analytics stack

• Monitor deliverability, sender reputation, and compliance (CAN-SPAM, TCPA, etc.)

• Optimize list growth strategies while maintaining quality and engagement

• Cross-Functional Collaboration

• Work closely with: customer service (to understand pain points and feedback), creative and copy teams (to develop high-converting assets), paid media and acquisition (to align messaging and LTV strategy), product and ops (to ensure promises match delivery)

• Act as the voice of the customer and advocate for retention-first decisions

What Success Looks Like (First 6–12 Months)

• Measurable lift in email/SMS attributed revenue and repeat purchase rate

• Improved subscription retention and reduced churn

• Clearly defined and scalable lifecycle playbooks across all brands

• Higher engagement rates with better segmentation and personalization

• Email and SMS viewed internally as core revenue drivers, not just messaging channels

Ideal Candidate Profile

• 5+ years in DTC email/SMS marketing or lifecycle management in health and wellness DTC brands in skincare, beauty, supplements, etc. (this is must)

• Proven track record managing multi-brand email/SMS programs

• Deep expertise with Klaviyo, Attentive, Postscript, or similar platforms

• Strong familiarity with subscription models and Shopify ecosystems

• Experience with segmentation, automation, and deliverability best practices

• Extremely data-driven with strong analytical and testing discipline

• Obsessed with details, performance metrics, and follow-through

• Comfortable owning revenue targets and being held accountable

• Strong copywriting instincts and ability to collaborate with writers

• Bias toward action, rapid testing, and iteration

• Thinks like an operator and revenue owner, not just a channel manager