Lifecycle & Retention Marketing Manager

Company: IndaCloud (hemp-derived, DTC e-commerce)

Reports to: Head of Growth, CRO, CEO

Why This Role

IndaCloud is a fast-growing DTC brand in hemp-derived products. You’ll own the subscription & retention engine by reducing churn, growing LTV, and turning first-time buyers into loyal fans. You’ll simplify backend ops on WooCommerce + Autoship, scale automation in Klaviyo (email/SMS), and ship experiments that move revenue, fast.

What You’ll Own

• Subscription lifecycle (end-to-end): onboarding → adoption → renewal → expansion/upsell → rescue/reactivation.

• Autoship administration (WooCommerce): plan setup, layered discounts, dynamic coupons, proration, swap/pause/skip, gift-with-subscription, failed payment dunning, cancel-rescue flows.

• Klaviyo programs (Email + SMS): welcome, post-purchase, education, replenishment, VIP, anniversary, winback, churn-save, sunset; event/webhook triggers, Liquid; SMS consent + deliverability hygiene.

• Segmentation & testing: RFM and behavioral cohorts, predictive segments; A/B + holdouts; creative/offer testing matrices with clear learning agendas.

• Journey & CRO: map PDP → cart → checkout and manage-subscription UX; brief landing pages/PDP modules; partner with Dev/Design; instrument tracking; QA with CX.

• Loyalty & referrals: integrate Cloud Coins (Toki) into lifecycle—tenure perks, surprise-and-delight, referral loops, tiered rewards.

• Analytics & reporting: weekly retention dashboard (LTV, churn, save rate, reactivation, repeat purchase rate, NC vs RC mix, subscription MRR, dunning recovery); forecasts; experiment readouts.

• CX enablement: macros, SOPs, save-offer playbooks, cancellation surveys, education content, help-center updates.

• Compliance & governance: TCPA/CAN-SPAM, state shipping rules, platform policy alignment; permissions and data hygiene.

• Collaboration & process: maintain a prioritized backlog, sprint with Dev/Design, document changes, train CX, run launch/QA checklists.

The Metrics You’ll Move

Subscription MRR, Churn, Save rate, Reactivation rate, Repurchase rate, LTV/CAC, Flow-driven revenue %, Email/SMS deliverability & engagement, PDP to Checkout CVR, Tickets per 1k subscribers.

What You Bring

• 3–6+ years in DTC lifecycle/retention; owned subscription programs at WooCommerce or Shopify scale.

• Hands-on with Autoship (or Recharge/Stay/Skio) and Klaviyo (Liquid, events, multi-path flows, SMS).

• Proven chops in segmentation, cohort/LTV analysis, churn diagnostics, and experimentation (A/B + holdouts).

• Comfortable with discount engines, dynamic coupons, multi-tier offers, proration logic.

• Cross-functional operator: crisp briefs/tickets, QA, retros, clear SOPs; partners well with Dev, CX, Creative, and Growth.

• Tooling: GA4 + attribution (TripleWhale/Peel/Metorik), spreadsheets/Looker Studio, heatmaps/session replay, survey tools (zero-party/cancellation).

• Compliance aware (TCPA/CAN-SPAM; restricted-category platform policies).

Nice-to-Haves: hemp-derived or regulated CPG; subscription migrations; deliverability tuning; SQL/BI; lifecycle copy; loyalty/referral architecture.