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 channelsBuilding and optimizing all lifecycle flows and campaignsTurning customer data and behavior into segmentation, personalization, and revenue opportunitiesCollaborating cross-functionally to ensure messaging reflects product, customer feedback, and brand positioningThis is a high-ownership, high-impact role for someone who treats email and SMS like profit centers, not broadcast channels.Core ResponsibilitiesLifecycle Marketing Strategy & ExecutionOwn all email and SMS across the customer lifecycle:Welcome and onboarding sequencesEducational flows (product usage, benefits, tips)Replenishment and reorder remindersCross-sell and upsell campaignsWin-back and churn preventionSubscription lifecycle messaging (dunning, pause prevention, upgrade nudges)VIP and loyalty engagementBuild campaign calendars that balance promotional sends with retention and educationEnsure all messaging aligns with brand voice, positioning, and customer stageRevenue & LTV GrowthOwn and improve: repeat purchase rate, email/SMS attributed revenue, subscription retention and churn, incremental LTV from owned channelsIdentify drop-off points in the lifecycle and build flows to address themPartner with customer service, product, and ops teams to surface friction points and fix root causes of churnTesting, Optimization & PersonalizationContinuously test: subject lines and preview text, send timing and frequency, offers and CTAs, segmentation and personalization, flow triggers and logicUse behavioral data, purchase history, and engagement signals to create dynamic segmentsBuild predictive models for churn risk, next purchase timing, and high-value customer identificationData, Insights & ReportingBuild 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 deliverabilityUse cohort analysis to understand what drives retention and repeat purchasesSurface customer insights that inform product development, creative strategy, and acquisition messagingRetention Innovation & ExperimentationIdentify 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 parametersScale what works and kill what doesn't quicklyPlatform Management & DeliverabilityManage email/SMS platforms (Klaviyo, Attentive, Postscript, etc.) and integrations with Shopify, subscription tools, and CDP/analytics stackMonitor deliverability, sender reputation, and compliance (CAN-SPAM, TCPA, etc.)Optimize list growth strategies while maintaining quality and engagementCross-Functional CollaborationWork 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 decisionsWhat Success Looks Like (First 6–12 Months)Measurable lift in email/SMS attributed revenue and repeat purchase rateImproved subscription retention and reduced churnClearly defined and scalable lifecycle playbooks across all brandsHigher engagement rates with better segmentation and personalizationEmail and SMS viewed internally as core revenue drivers, not just messaging channelsIdeal Candidate Profile5+ 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 programsDeep expertise with Klaviyo, Attentive, Postscript, or similar platformsStrong familiarity with subscription models and Shopify ecosystemsExperience with segmentation, automation, and deliverability best practicesExtremely data-driven with strong analytical and testing disciplineObsessed with details, performance metrics, and follow-throughComfortable owning revenue targets and being held accountableStrong copywriting instincts and ability to collaborate with writersBias toward action, rapid testing, and iterationThinks like an operator and revenue owner, not just a channel manager