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Hi-Altitude / Stonehenge Health | Health & Wellness | Remote (PST/MST) Stonehenge Health is a California-based health and wellness brand under the Hi-Altitude family of health-forward lifestyle brands. Through science-backed, thoughtfully formulated products, Stonehenge Health supports elevated wellness routines that help people feel their best, so they can fully enjoy life’s meaningful moments. We are a fully remote team that values autonomy, ownership, and results. We move fast, test constantly, and hold ourselves to high standards. If you thrive in environments where your work has a direct, measurable impact, you will fit right in. Position Overview This is a Chief Retention Officer direct report with a focused mandate: own the post-purchase customer journey and build the systems that compound revenue from existing customers. Hi-Altitude Brands has built a successful D2C business on disciplined performance marketing, and now it's time to build the retention engine that protects that margin. The Director of Lifecycle will lead that charge: driving subscription growth, reducing churn, and turning one-time buyers into long-term brand loyalists. Requirements Lifecycle Strategy & Roadmap Ownership Own the end-to-end lifecycle marketing strategy and roadmap across email, SMS, loyalty, subscriptions, and post-purchase engagement Translate company-level revenue, acquisition, and retention goals into clear lifecycle OKRs and quarterly execution plans Prioritize lifecycle initiatives based on opportunity sizing, incremental revenue potential, and customer impact Act as the internal subject matter expert on subscription-first lifecycle strategy within a health & wellness DTC business Identify gaps in the customer journey and recommend new flows or triggers to drive incremental value in Klaviyo Email and SMS Manage the Email/SMS Marketing Manager who executes campaigns and flow build-out in Klaviyo Set strategy for onboarding, retention, replenishment, win-back, and re-engagement programs Define segmentation strategy based on behavioral, transactional, and subscription attributes Partner with the Copy Director on copy strategy across campaigns, automated flows, and SMS programs Ensure all programs comply with FTC, TCPA, CAN-SPAM, and other relevant marketing regulations Subscription Retention & LTV Optimization  Develop and execute retention strategies that reduce churn, target at-risk segments with intervention campaigns, and drive subscription acquisition, upsells, and renewals Optimize the subscription customer journey across Shopify Plus and Recharge to eliminate friction and improve trial-to-repeat conversion Manage pricing experiments and promotional campaigns in coordination with the Chief Retention Officer and Head of Ecommerce Own cohort-based analysis of subscription retention, churn drivers, and LTV expansion Loyalty and Rewards Program   Build, launch, and continuously optimize a comprehensive loyalty and rewards program that drives retention, LTV, AOV, subscription attachment, and repeat purchase Define program structure, point systems, reward tiers, and redemption mechanisms Lead vendor evaluation, selection, implementation, and post-launch optimization for the loyalty platform Ensure the loyalty program is tightly integrated with Shopify Plus, Recharge subscriptions, the review platform, and lifecycle communications Establish benchmarks for loyalty participation, redemption rates, and incremental revenue impact Reviews Acquisition  Develop and execute the review acquisition strategy through email and SMS request flows triggered across the customer journey Design automated review request campaigns that optimize timing based on purchase patterns, delivery confirmations, and customer satisfaction signals Conduct A/B tests on review request timing, messaging, and incentive structures to optimize program performance Partner wit