Head of Lifecycle & Retention

About Pvolve Pvolve is a leader in functional fitness, helping members build strength, mobility, and confidence through a unique, science-backed method. With a rapidly growing digital and studio presence, we are looking for a Lifecycle & Retention Lead to drive engagement and retention strategies that keep our members inspired, committed, and connected to their fitness journey. About the Role As the Head of Lifecycle & Retention, you will own Pvolves customer engagement and retention strategy, ensuring our members remain inspired and connected throughout their journey. Youll lead the development and optimization of lifecycle campaigns across Email, SMS, push notifications, and in-app messaging to deepen engagement, reduce churn, and maximize lifetime value. This role will oversee both strategy and execution, including creative direction (copy and design), team leadership, and agency partnerships, while driving data-driven decision making across the lifecycle marketing function. Key Responsibilities Strategy & Leadership: Define and lead the lifecycle and retention strategy, balancing short-term campaign execution with long-term customer engagement goals. Team Management: Build, mentor, and manage a high-performing lifecycle marketing team, fostering a culture of creativity, accountability, and continuous learning. Channel Ownership: Oversee end-to-end execution of lifecycle programs across Email, SMS, push, and in-app, ensuring alignment with brand voice and business objectives. Creative Direction: Oversee copywriting and design for all lifecycle campaigns, ensuring communications are compelling, on-brand, and conversion-focused. Segmentation & Personalization: Leverage customer data and behavioral insights to deliver highly personalized and dynamic messaging. Campaign Optimization: Set testing frameworks, oversee A/B and multivariate testing, and drive ongoing optimization of messaging, cadence, and channel effectiveness. Agency Oversight: Manage external CRM partners, ensuring their output aligns with business strategy, performance goals, and brand standards. Technology & Automation: Lead the use of CRM platforms (Klaviyo required) to automate and scale campaigns, while evaluating new tools that enhance engagement. Reporting & Insights: Establish and track KPIs for engagement, retention, and churn; present insights and recommendations to senior leadership. Loyalty Programs: Partner with cross-functional teams to enhance customer loyalty programs, deepening the hybrid Pvolve ecosystem (digital and in-studio). Who You Are 7+ years of experience in CRM, lifecycle marketing, or retention roles, ideally in subscription-based or DTC fitness/wellness businesses. Proven people manager with experience developing and leading high-performing teams. Hands-on expertise with Klaviyo (required); subscription experience is a plus. Deep understanding of segmentation, automation, personalization, and testing methodologies. Strong analytical mindset; comfortable turning data into actionable strategies. Exceptional communication and project management skills, with experience collaborating across content, creative, product, and customer experience. Passion for fitness, wellness, and empowering people to move with purpose

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