Lifecycle & Retention Manager

About Fera Pets

Fera Pets is a fast-growing, women-founded pet wellness brand offering science-backed, holistic supplements formulated by our veterinarian and co-founder. Our mission is to help pets live longer, healthier lives through high-quality ingredients, sustainability, and transparency. Backed by General Mills’ growth equity fund, we are rapidly scaling across digital and retail channels and looking for passionate team members to help build the future of pet wellness.

About the Role

We’re looking for a data-driven, strategic, and customer-obsessed Lifecycle & Retention Manager to own the customer journey across email, SMS, loyalty, and subscription programs. This role places a strong emphasis on email marketing—building and optimizing flows, managing campaigns, and driving an innovative email strategy in Klaviyo that nurtures relationships and grows customer lifetime value.

You’ll be responsible for developing and executing lifecycle strategies that increase engagement, drive repeat purchases, reduce churn, and deliver meaningful, personalized experiences. Reporting to the Director of Marketing and VP of Growth, you’ll collaborate closely with the eCommerce Growth Manager, Creative, and Customer Experience teams to bring campaigns to life and keep our community of pet parents coming back.

This is a high-impact, hands-on role ideal for someone who thrives in a fast-paced startup environment and is passionate about building long-term customer relationships through both creative storytelling and performance-driven optimization.

This position is based in Los Angeles, CA, but we welcome remote candidates who can travel once a month.

Key Responsibilities

Email & SMS Marketing

• Lead the strategy, execution, and optimization of all email and SMS programs within Klaviyo
• Build, test, and refine automated flows (welcome, onboarding, post-purchase, replenishment, win-back, churn prevention, subscription reminders)
• Plan, launch, and analyze campaign calendars aligned with promotions, product launches, and seasonal moments
• Continuously test subject lines, creative, offers, and segmentation strategies to maximize performance
• Ensure email/SMS messaging balances education, product storytelling, and promotional content while staying true to the brand voice

Lifecycle Marketing & Retention Strategy

• Own the full customer lifecycle from acquisition through loyalty and reactivation
• Develop segmentation, personalization, and automation strategies that deepen engagement and extend LTV
• Implement tactics to increase subscription sign-ups, reduce churn, and drive repeat purchases
• Partner with Creative Lead to ensure lifecycle content is compelling, on-brand, and visually engaging

Cross-Functional Collaboration

• Work with eCommerce Growth Manager and Paid Media teams to ensure consistency across the customer journey
• Collaborate with Customer Experience to integrate feedback and insights into lifecycle strategies
• Partner with agencies and freelancers on specialized projects such as design, deliverability, and data analysis

Subscription & Loyalty Programs

• Manage and optimize Fera’s subscription program to improve acquisition and retention
• Support loyalty, referral, and ambassador initiatives that drive advocacy and repeat purchases
• Drive growth in new subscriber acquisition by refining the subscription funnel, testing strategies, and optimizing messaging to boost first time-subscription rates. 
• Analyze churn rates to identify key drives of churn. Collaborate with customer experience and innovation teams to develop solutions that reduce churn. 

Analytics & Optimization

• Track and report on retention KPIs including repeat purchase rate, churn, LTV, subscription metrics, open/click rates, and revenue contribution from both the subscription program and email/SMS
• Use customer data and insights to drive A/B testing and inform strategic recommendations
• Deliver regular reporting on program performance with clear next steps for optimization

Qualifications

• 4–6 years of experience in lifecycle, retention, or CRM marketing with a strong emphasis on email marketing
• Hands-on expertise in Klaviyo—building, managing, and optimizing email flows and campaigns end-to-end
• Proven track record of driving measurable growth through email and SMS lifecycle programs
• Familiarity with SMS and subscription/loyalty tools (Klaviyo, Recharge, Smile, Okendo, Lifetimely, etc.)
• Experience working with Shopify, including leveraging its customer data, apps, and integrations to support lifecycle marketing and loyalty program initiatives.
• Strong analytical mindset with the ability to translate performance data into action
• Excellent project management skills and attention to detail
• Passion for pets and a strong interest in wellness, sustainability, and lifestyle brands
• Startup or high-growth CPG experience a plus

ABOUT FERA PETS

Co-founded by veterinarian Dr. Michelle Dulake, Fera Pets creates high-quality supplements using science-backed ingredients with no fillers. Our vet-formulated blends combine Eastern and Western practices and are made in the USA in FDA-registered, GMP-compliant facilities. We're NASC-certified, PSC-accredited, and committed to sustainability and transparency—each batch is third-party tested with results published online.

We value authenticity, collaboration, and a roll-up-your-sleeves attitude. We are a small, action-oriented team. We foster a casual, fun environment, but are also proactive and efficient. We take pride in having excellent customer service. Our goal is to help all our beloved pets maintain a happy and healthy life.

SALARY RANGE

$100,000 – $120,000 annually performance-based bonus

Fera Pets offers a competitive compensation and Total Rewards package focused on well-being and flexibility. Benefits include medical & dental insurance, paid time off, maternity/paternity leave, remote flexibility, and a pet-friendly office in Los Angeles.