[Hiring] Head of Email and SMS - DTC Health and Wellness @Brand Bolt

Role Description

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

• 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

Qualifications

• 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