Retention & Lifecycle Marketing Manager

At Tonic Health, we’re committed to revolutionising health and wellness with our range of high-dose, science-backed, natural vitamins designed to boost whole-body health. As a fast-growing startup, we’re passionate about making a positive impact on our customers’ lives and are always exploring new ways to connect with our audience across the entire customer journey. With a rapidly growing customer base and a strong focus on long-term brand love, retention and loyalty are at the heart of everything we do.

We’re now looking for an experienced and commercially minded Retention and Lifecycle Marketing Manager to join our growing team. Reporting into the senior ecommerce team, this role will own both always-on lifecycle marketing and end-to-end campaign delivery, ensuring our messaging is timely, relevant and on-brand at every customer touchpoint. Our brand is bold, our customers are highly engaged, and there’s a huge opportunity to test, learn and scale. You’ll combine creative thinking with data-driven decision making to deliver standout campaigns and journeys that drive long-term value. A proactive, can-do attitude is essential to success in this role.

• Lifecycle Strategy: Own and evolve Tonic Health’s lifecycle marketing strategy across email, SMS and other owned channels, covering acquisition nurture, onboarding, retention, replenishment, cross-sell, win-back and loyalty.
• Campaign Management: Lead the planning, execution and optimisation of CRM-led campaigns, working cross-functionally to support product launches, promotions, seasonal moments and brand initiatives.
• CRM Execution: Build, optimise and manage automated flows and one-off campaigns that drive repeat purchase, increase LTV and strengthen customer relationships.
• Personalisation & Segmentation: Develop intelligent segmentation strategies using behavioural, transactional and engagement data to deliver highly relevant messaging.
• Testing & Optimisation: Own testing roadmaps across lifecycle and campaigns – continuously improving subject lines, content, timing, creative and offers.
• Commercial Impact: Be accountable for retention-related KPIs, including repeat purchase rate, LTV, churn and revenue contribution from owned channels.
• Cross-Functional Collaboration: Work closely with the Creative, Brand, Paid Media, and Operations teams to ensure lifecycle and campaign messaging aligns with broader marketing activities.
• Customer Insight: Use data, insights and customer feedback to inform strategy and improve the end-to-end customer experience.
• Platform Ownership: Act as the day-to-day owner of our CRM platform (e.g. Klaviyo), ensuring best-in-class setup, hygiene and performance.

While these qualifications are highly regarded, we appreciate the value of diverse experiences – you don’t need all of them, but they could include:

• 4+ years of experience in retention, lifecycle or CRM marketing, within a DTC consumer-facing brand.
• Campaign Expertise: Proven experience managing end-to-end CRM campaigns alongside always-on lifecycle programmes.
• Data-Led Mindset: Strong analytical skills with the ability to translate performance data into clear actions and optimisations.
• Creative & Commercial Balance: Comfortable working closely with creative teams while maintaining a strong commercial focus.
• Ownership Mentality: Confidently taking full ownership of projects, prioritising effectively and driving initiatives forward independently.
• Strong Communication: Clear, confident communicator able to collaborate with both creative and non-technical stakeholders.
• Tools: Hands-on experience with email/SMS platforms such as Klaviyo (or similar). Subscription or loyalty experience is a plus.

This is more than just a retention role – it’s your chance to build the foundation for long-term customer love at one of the UK’s most dynamic brands. You’ll be joining at a moment of real momentum: breakthrough products, a powerful community, and a clear strategic path. But the retention playbook is still being written – and you’ll be the one writing it. If you’re ready to take on meaningful ownership, shape how retention is done, and help build something that lasts, we’d love to hear from you.

If you’re passionate about lifecycle marketing and excited by the opportunity to own both retention strategy and campaigns at a high-growth brand, we’d love to hear from you. Please submit your CV and a short note outlining your experience.