Lifecycle Marketing Manager

Highland | Lifecycle Marketing Manager

Greater Denver Area · Hybrid (3–4 days on-site, relocation package available) |  $75K–$95K base salary

About Us 

Highland is an 8-figure, premium haircare brand built on high performance, clean formulation, sustainability, and elevated design. Highland has won international grooming awards and been featured in GQ, Esquire, Glamour, People, Men’s Health, Men’s Journal, and beyond. 

We’re non-VC backed and DTC-dominant, entering the next phase of growth, and we’re looking for a Lifecycle Marketing Manager to help own and evolve the full customer journey as we rapidly develop new products, offers, and stories. 

The Role

Reporting to the Head of Marketing, this role sits at the center of the business—partnering across media buying, affiliate/influencer, operations, Shopify, and CX to strengthen retention, scale existing customer relationships, and turn new product launches into high-impact lifecycle moments. While subscriptions are a key growth lever, this role owns Highland’s retention strategy, shaping how customers engage, repurchase, and build routines across email, SMS, and on-site experiences.

You’ll move fast as new products and offers are launched, owning lifecycle execution across Shopify, CRM, and on-site touch points—leveraging data, AI, and strong customer intuition to increase engagement, repeat purchase, and lifetime value.

What You’ll Do 

Lifecycle Ownership & Retention Strategy

• Own and scale lifecycle marketing across email, SMS, paid, on-site, and post-purchase touchpoints and messaging.
• Partner with our email/SMS agency to evolve acquisition, retention, and subscription messaging
• Own retention revenue targets and lifecycle KPIs, including repeat rate, churn, cohort performance, and customer lifetime value.
• Help scale and optimize Highland’s subscription program as part of a broader, trust-first retention strategy.

Product Launches, Offers & Storytelling

• Translate new product launches into lifecycle-ready offers, bundles, education, and messaging across channels.
• Build routine-driven lifecycle flows that reinforce outcomes, usage, and long-term product value.
• Support offer and bundle strategy that aligns with retention goals while protecting premium brand positioning.

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Analysis & Optimization

• Own lifecycle performance reporting across retention, subscription, and repeat purchase cohorts.
• Develop data-driven customer segmentation and personas to maximize LTV and personalization.
• Lead lifecycle experimentation, A/B testing, and continuous optimization across channels.
• Leverage AI tools to accelerate testing, analysis, personalization, and execution.

Platform, Systems & Cross-Functional Leadership

• Manage and optimize Shopify apps tied to CRM, subscriptions, reviews, and lifecycle tooling.
• Act as the internal voice of the customer—using reviews, CX data, surveys, and behavioral insights to improve lifecycle strategy and subscriber satisfaction.
• Serve as a key stakeholder across Brand, Performance, Ecommerce, Site Dev, Operations, Affiliate/Influencer, and CX teams.

What We’re Looking For

Experience & Background

• 3+ years in lifecycle, retention, or CRM marketing (CPG experience required; beauty or personal care strongly preferred).
• 3+ years hands-on experience with Shopify and key app integrations, including Klaviyo and SMS platforms (e.g., Postscript).
• 2+ years of experience managing, launching, or optimizing subscription programs.
• Strong foundation in CRM and customer marketing, with comfort analyzing repeat behavior, cohorts, and customer lifetime value.

Strategic & Analytical Skillset

• Strong understanding of how growth, brand, and lifecycle marketing work together to drive a healthy, scalable business.
• Ability to analyze performance data, surface meaningful insights, and communicate them clearly to cross-functional teams and leadership.
• Data-driven thinker who can apply insights to creative, messaging, and offer strategy—not just reporting.

Creative, Execution & Collaboration

• Strong instincts for offers, bundles, and lifecycle storytelling that reinforce routines and outcomes.
• Excellent copywriting, communication, and collaboration skills across internal teams and external partners.
• Comfortable operating in a fast-moving startup environment with frequent product launches and evolving priorities. Are creative and adaptive in how you find solutions, comfortable rolling up your sleeves and figuring things out without a playbook.

Mindset & Culture Fit

• AI-savvy marketer who actively uses modern tools to work faster, smarter, and more efficiently.
• Genuinely passionate about health, wellness, and entrepreneurship, with a desire to build alongside a small, fast growing brand.

Success Metrics 

● Repeat Purchase & LTV: 

Improved repeat rate, reorder cadence, and cohort LTV driven by education, ritual-based storytelling, and product sequencing—not excessive discounting. Highland seldom runs big discounts. 

● New Product Lifecycle Success: 

Strong post-launch adoption, cross-product attach rates, and reorder behavior, supported by clear product narratives and usage education across CRM and site. 

● Offer & Bundle Performance: 

Increased AOV and repeat conversion through thoughtfully curated bundles that reinforce long-term routines, results, and premium brand integrity.

● Subscription Growth with Trust: Increased subscription adoption and subscriber LTV, paired with healthy retention, transparent education, flexible management, and low trust-driven churn.

Why Highland? Our Ethos

🌲 Build with a modern, design-driven wellness brand redefining hair and scalp care through clean ingredients, intentional design, and real performance.

📈 Own meaningful impact on retention, customer experience, and long-term brand growth, not just short-term wins.

🧠 Work alongside a thoughtful, fast-moving team that values craft, data, curiosity, and doing things the right way, even when it’s harder. 

🏔 Colorado-rooted, lifestyle-led—with a team that genuinely believes in balance, health, and building products we’re proud to use ourselves.

What’s in it for me? Salary & Benefits

✅ Competitive Salary + Performance Bonuses

 $75K–$95K base salary, plus performance-based bonuses tied to impact.

✅ Unlimited PTO

 We trust you to take the time you need to recharge and do your best work.

✅ Flexible Hybrid Schedule

✅ Equity Participation 

✅ Healthcare Stipend

✅ 401(k) Matching

✅ Monthly Wellness Reimbursement 

✅ Travel & Lifestyle Perks

✅ Paid Parental Leave

✅ A Team That Values Taste, Trust & Ownership