Senior Manager Subscription & Lifecycle Marketing

Canopy is at the forefront of reimagining home wellness with a line of innovative products, including humidifiers, showerheads, and diffusers. We believe your home environment plays a significant role in achieving beauty and wellness goals. Our products are designed to optimize your space, making it healthier and more enjoyable without the hassle of traditional devices. Our mission is to deliver dermatologist-recommended, easy-to-use products that support glowing skin, healthy hair, and overall well-being.

Canopy is seeking a Sr. Manager of Subscription & Lifecycle Marketing to fully own the subscription business and customer retention engine. The Sr. Manager of Subscription & Lifecycle Marketing will be responsible for growing subscribers and increasing LTV and profitability from all customers. Overseeing the Canopy subscription business, the successful candidate will work cross-functionally to continually optimize the subscription offering/experience and all aspects of customer retention. This role requires a strong ability to leverage customer data and insights to identify opportunities to improve the subscription offering, reduce churn, and drive value from retention programs.

Roles & Responsibilities:

• Own the Canopy subscription business from end to end, including (but not limited to) product offering, pricing, back-end subscription platform, all customer communications, and touch points.
• With the partnership of cross-functional teams and existing reporting tools, build and maintain the subscription model and budgeting, and robust reporting on all key metrics. Think into the future to establish aggressive targets and anticipate necessary resourcing for growth, taking responsibility for performance outcomes.
• Own key metrics such as lifetime value (LTV), reorder rates, cancellation, and skip rates, and churn to drive actionable insights and optimize marketing strategies. Use data to constantly A/B test and iterate on all aspects of the subscription experience with an eye towards optimization and maximum LTV.
• Work with the web, creative, and operations teams to impact the subscription experience across the website, merchandising, packaging, collateral, and more to implement enhancements and improvements that will fuel subscription growth.
• Develop and execute strategies to increase non-subscriber repeat customer revenue, including (but not limited to) merchandising optimization, loyalty program, etc.
• Work with the team to help guide strategy and execution for all lifecycle marketing channels including email, SMS, direct mail and others – keeping the team focused on profitable growth in all key areas (list size, revenue, etc).
• Conduct cohort analysis to identify trends and patterns in customer behavior and engagement.
• Utilize a deep understanding of marketing technologies to drive revenue and enable and optimize all lifecycle and subscription initiatives.

Qualifications:

• You have experience working for a DTC subscription e-commerce business and a deep understanding of subscription and subscriber retention.
• 5+ years of proven experience in lifecycle marketing, customer retention, and data analysis within a DTC ecommerce subscription environment.
• You have specific experience with strategy and execution in email, SMS and other lifecycle marketing channels. You understand the levers and key metrics associated with growing email and SMS channels profitably.
• Deep understanding and hands-on experience with subscription and lifecycle platforms, including Skio, Klaviyo, Attentive and others.
• You are energized by the opportunity to take full ownership over a core business line within a growing beauty and wellness brand. You are a leader who can influence others and work cross-functionally to make change.
• You are analytically rigorous. You have a deep bias towards using data and analyses to drive decisions. You love seeing the power of great analyses and collaborating with peers to shatter growth targets. Your second language is performance KPIs and you know your numbers and the inputs needed to continue improving those KPI metrics.
• You are highly entrepreneurial and organized, with the ability to create priorities and juggle multiple initiatives at once. You thrive in a fast paced and ever-changing work environment.