Brand Bolt · 21 hours ago
Head of Email and SMS - DTC Health and Wellness
United States
Full-time
Remote
Lead/Staff, Director/Executive
5+ years expBrand Bolt is a portfolio of direct-to-consumer brands in the health, wellness, and beauty space. They are seeking a Head of Email & SMS who will be responsible for lifecycle marketing, post-purchase revenue, and lifetime value across their brands, managing all email and SMS strategies and executions.
Marketing & Advertising
Responsibilities
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
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
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
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
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
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
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
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
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
Qualification
Required
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
Company
Brand Bolt
With decades of experience in health, wellness, beauty, copywriting, media buying, strategy, performance, conversion optimization, and high-level leadership, we are experts in igniting brands to success in the fiercely competitive digital world.
11-50 employees
Funding
Current Stage
Early StageCompany data provided by crunchbase