Retention & Lifecycle Lead

About Plateful

Plateful is a fast-growing DTC premium titanium cookware brand. We build innovative, high-quality kitchen products and obsess over customer experience. We move fast, operate lean, and value ownership, speed, and accountability.

The Role

We're hiring a Retention & Lifecycle Lead to own the customer lifecycle of Plateful end-to-end.

This is not a project management or coordinator role. You will be responsible for the performance, strategy, and growth of our email and SMS channe, as well as managing all the customer communication pipeline. Execution support comes from an external agency (for now), but you are the owner of the outcome, not the person waiting on the agency's next update.

You set strategy, identify opportunities, make decisions, and hold the agency accountable for execution. The agency is an extension of your team, not the driver of the program.

You report directly to the CMO.

Key Responsibilities

Revenue & Retention Ownership

• Own email/SMS as a revenue channel.
• Drive retention revenue, repeat purchase rate, and customer LTV.
• Develop strategies to maximize subscriber value across the full lifecycle.

Lifecycle Marketing & Automation

• Own all flows and automated customer journeys (onboarding, conversion, post-purchase, win-back, retention).
• Continuously test and optimize flows against customer behavior.
• Identify gaps and build new automation opportunities.

Product Education & Returns Reduction

• Ensure customers know how to get the most out of their cookware (care, use, seasoning where relevant).
• Direct the agency on education sequences that reduce returns and build product confidence.
• Partner with CX and creative to find where customers drop off or get confused.

Strategic Performance Analysis

This is one of the most important parts of the role. You must be able to identify why campaigns, flows, offers, and segments perform the way they do, not just report the numbers.

• Analyze campaign and flow performance.
• Identify winning and losing messaging angles.
• Translate insights into recommendations: what to test, scale, revise, or kill.

Agency & Vendor Leadership

• Own the relationship with the email/SMS agency: set priorities, review deliverables, hold them accountable.
• Review and approve copy/creative before anything goes live.
• Run regular performance reviews, no set-and-forget.

Deliverability & List Health

• Own sender reputation and inbox placement.
• Manage segmentation, suppression, engagement-based sending, and list hygiene.
• Ensure promotional cadence supports long-term list health, not just short-term revenue.

Campaign Planning & Execution

• Build and maintain the campaign calendar, aligned to inventory, launches, and seasonal moments.
• Balance revenue generation with list sustainability.

Reporting & Forecasting

• Build reporting that gives visibility into revenue contribution, flow/campaign performance, retention metrics, and deliverability health.
• Present findings and recommendations directly to the CMO.
• Forecast channel performance and flag growth opportunities.

Tools & Platforms

• Klaviyo
• Triple Whale
• Shopify
• Google Analytics (GA4)
• KnoCommerce or similar post-purchase survey/attribution tools

Ideal Candidate

• Thinks like an owner, not a coordinator.
• Understands both strategy and execution.
• Makes decisions based on data and customer behavior.
• Naturally organized, proactive, highly autonomous.

Bonus Points

• Background in kitchen, home, or premium physical products.

Must Have

• 4+ years of email/SMS marketing experience in DTC e-commerce.
• Proven track record owning retention performance for an 8-figure brand.
• Demonstrated success driving repeat purchase rate and LTV growth.
• Strong grasp of deliverability, sender reputation, and segmentation.
• Experience managing an agency or vendor, not just working alongside one.
• Strong analytical skills, comfortable turning data into strategic calls.