Beachbody: Director, CRM and Lifecycle Marketing

<p> <strong>Headquarters:</strong> Remote - California <br /><strong>URL:</strong> http://teambeachbody.com </p> <p>BODi is on a mission to build the Health Esteem Category! Having just launched a new brand (from Beachbody to BODi), a new platform, and a new app where fitness and nutrition is supported by positive mindset content, BODi breaks from the fitness and diet industry and ushers in the era of Health Esteem. Health Esteem specifically rejects the legacy fitness and diet industry playbook of pursuing a healthy lifestyle based on self-criticism – a playbook Beachbody used to abide by. But after observing the uptick in mental health challenges since the pandemic and seeing that 74% of Americans remain overweight or obese today, despite the efforts of the fitness industry, BODi had to make a change.</p><p></p><p>The Director of CRM & Lifecycle Marketing drives the strategy and performance of BODi’s lifecycle ecosystem across email, SMS, push, and in-app channels, with accountability for activation, retention, customer lifetime value, and recurring revenue growth. This role leads the development of programs that help new members quickly build momentum on the platform, strengthen ongoing engagement with workouts and supplements, and increase multi-product adoption across the BODi ecosystem. Reporting to the VP of CRM, the Director designs lifecycle strategies that reinforce habit formation, encourage consistent product usage, and reduce churn through well-timed, behavior-driven engagement and monetization programs. Working closely with Product, E-commerce, Media, and Analytics, this role uses customer behavior and performance insights to continuously improve onboarding, increase repeat purchase, and strengthen long-term subscription retention.</p><p></p><p>Team Leadership & Operations</p><ul><li><p>Lead and develop the CRM and lifecycle marketing team, setting strategy and guiding execution across email, SMS, push, and in-app channels.</p></li><li><p>Own lifecycle campaign planning and the cross-channel messaging calendar to support acquisition, onboarding, engagement, and retention.</p></li><li><p>Oversee CRM platform architecture and operations, including segmentation frameworks, taxonomy, automation logic, and system organization.</p></li><li><p>Own the relationship with CRM technology platforms (e.g., Braze, Iterable, Salesforce Marketing Cloud) and ensure tools are optimized for scale, personalization, and automation.</p></li><li><p>Partner closely with Product, E-commerce, Media, and Analytics teams to align lifecycle programs with broader customer growth and revenue objectives.</p></li></ul><p></p><p>Lifecycle Strategy & Execution</p><ul><li><p>Define and execute lifecycle strategy that increases activation, engagement, retention, and cross-product adoption across the BODi ecosystem.</p></li><li><p>Optimize onboarding journeys to accelerate time to first workout and drive early habit formation.</p></li><li><p>Develop lifecycle programs that connect supplements, fitness programs, and membership benefits to increase multi-product adoption and customer lifetime value.</p></li><li><p>Build engagement loops using milestones, streaks, and rewards that reinforce consistent product usage and long-term platform engagement.</p></li><li><p>Design behavioral messaging triggered by inactivity, milestones, and product usage signals to reduce churn and drive re-engagement.</p></li><li><p>Implement dynamic and personalized messaging based on workout behavior, purchase history, and customer goals.</p></li></ul><p>​</p><p>Monetization & Customer Value</p><ul><li><p>Own lifecycle-driven revenue across subscriptions, supplements, and cross-category adoption.</p></li><li><p>Increase LTV by driving repeat purchase, subscription retention, and multi-product engagement.</p></li><li><p>Develop targeted upsell, cross-sell, and bundle strategies across lifecycle touchpoints.</p></li><li><p>Partner with e-commerce and merchandising teams to activate lifecycle programs that support launches, promotions, and key revenue moments.</p></li></ul><p>​</p><p>Analytics & Optimization</p><ul><li><p>Establish lifecycle performance frameworks and dashboards to track engagement, retention, revenue contribution, and customer value.</p></li><li><p>Own forecasting and revenue impact modeling for lifecycle programs and ensure initiatives deliver against growth targets.</p></li><li><p>Lead a structured experimentation roadmap across onboarding, engagement, retention, and upsell journeys.</p></li><li><p>Partner with data science and analytics teams to implement predictive churn modeling and advanced lifecycle segmentation strategies. </p></li></ul><p>​</p><p>Requirements:</p><ul><li><p>8–12+ years in CRM, lifecycle marketing, retention, or customer marketing, including leadership experience owning multi-channel lifecycle programs.</p></li><li><p>Shopify experience required, with a strong understanding of how promotions, merchandising, subscript…