Senior Retention & Lifecycle Manager @ Vyper Industrial

We're a quickly growing DTC focused brand that grew from $0 to +$35M in less than 5 years. We design, manufacture, and ship everything from our new state of the art facility in Green Bay, Wisconsin. Roughly 80-90% of revenue is DTC through Shopify, with Amazon, B2B direct, tool truck, and retail (Lowe's, Costco, HD) growing behind it.

We're hiring a Senior Retention & Lifecycle Manager to own the customer relationship end to end.

Our products get bought by people who care deeply about their work and their space, and the best of them become genuine advocates. Some of them will only ever buy one chair. We want those customers to tell everyone anyway. That means the job here is bigger than repeat purchase rate. It's building a lifecycle program that makes people feel understood before they buy, confident while they buy, taken care of after they buy, and loyal enough to come back or send someone else.

You'll own strategy across pre-purchase, purchase, post-purchase, and repurchase. Each stage does a different job and we treat all four as equally important. An agency handles Klaviyo execution, so you won't be building flows yourself, but you need to know the platform cold enough to architect the program, audit their work, and know when something is built wrong.

This role sits close to the whole marketing team. You'll work directly with our DTC team on what language is landing and what isn't, and you'll be the person who turns that into segmentation, messaging, and testing.

Reports to the VP of Growth.

Day to Day

Strategy and program design

- Own the full lifecycle framework across pre-purchase, purchase, post-purchase, and repurchase, mapping the intervention points that matter at each stage
- Build behavior- and interest-based flows rather than one-size-fits-all sequences, using what customers browse, buy, and engage with to determine what they hear next
- Build the advocacy program. Some of our best customers will never place a second order, and we want them evangelizing anyway. Referral, review generation, UGC, and community all sit here.
- Own win-back and reactivation strategy for lapsed customers and unengaged prospects, including offer structure and success criteria
- Identify at-risk and cooling customers before they go quiet and design targeted interventions

Segmentation, messaging, and voice

- Build the segmentation architecture so we're speaking to the right people with consistent, emotive, personalized messaging
- Work directly with the DTC team on an ongoing feedback loop about what language is converting and what isn't, then push that back into the program
- Understand each buyer demographic so you can speak to them in their own language style / interests (removing broad categorizations)

Testing and optimization

- Build a structured experimentation roadmap with A/B testing and a shared test-and-learn library the whole team can use
- Own the campaign calendar and cadence, maximizing revenue without message fatigue
- Optimize pop-ups and capture points to grow the prospect database without leaning on heavy discounting
- Use purchase behavior to drive cross-sell and upsell, and partner with our ecommerce manager to personalize onsite messaging and merchandising by lifecycle stage
- Work closely with our customer service team as a primary source of customer insight. Sit in on ticket and call reviews, mine support conversations for the language customers actually use, and turn recurring questions, objections, and complaints into lifecycle messaging, segmentation, and content

Channels

- Grow SMS collection and engagement alongside email, with particular focus on higher-value segments
- Test direct mail as an incremental channel for lapsed customers and unengaged prospects
- Direct our Klaviyo agency: set the brief, architect the programs, review the builds, and hold them to a standard

Reporting

- Report program performance to the VP of Growth on a regular cadence: repeat rate, 60/90/365-day LTV, revenue per subscriber, list health, and program ROI
- Work directly from the data rather than waiting for someone to hand you a report

What We're Looking For

Required:

- 5+ years in retention, lifecycle, or CRM marketing at a DTC consumer brand. No SaaS, no B2B.
- Unmatched Klaviyo depth. You've architected and built complex flows yourself, not just briefed them. You should be able to open an account and tell us within an hour what's broken.
- Demonstrated ownership across all four stages: pre-purchase nurture, purchase experience, post-purchase, and repurchase. Come ready to explain how each one differs and what you built for it.
- Proven segmentation work, meaning behavior- and interest-based, not just RFM tiers
- Track record building and running a structured testing program with documented learnings, not ad hoc campaign tweaks
- Strong SMS experience alongside email, including compliance, cadence, and where SMS beats email
- Analytical fluency. You can interrogate cohort data, build LTV views, size an opportunity, and know when a test is actually finished.
- Excellent writing. You'll be reviewing and often rewriting customer-facing copy, and your judgment on voice is a core part of the job.
- Experience managing an agency or external partner and holding them accountable
- Comfortable working cross-functionally and influencing people who don't report to you, across creative, paid, ecommerce, and sales

Bonus points:

- Higher-AOV considered purchases ($300+), consumer durables, tools, furniture, or automotive
- Built a referral, review, community, or advocacy program from scratch
- Direct mail testing experience
- Onsite personalization tools
- Bootstrapped or founder-led environment
- Genuine interest in the automotive industry