Director, CRM and Lifecycle Marketing

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.

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.

Team Leadership & Operations

• Lead and develop the CRM and lifecycle marketing team, setting strategy and guiding execution across email, SMS, push, and in-app channels.

• Own lifecycle campaign planning and the cross-channel messaging calendar to support acquisition, onboarding, engagement, and retention.

• Oversee CRM platform architecture and operations, including segmentation frameworks, taxonomy, automation logic, and system organization.

• Own the relationship with CRM technology platforms (e.g., Braze, Iterable, Salesforce Marketing Cloud) and ensure tools are optimized for scale, personalization, and automation.

• Partner closely with Product, E-commerce, Media, and Analytics teams to align lifecycle programs with broader customer growth and revenue objectives.

Lifecycle Strategy & Execution

• Define and execute lifecycle strategy that increases activation, engagement, retention, and cross-product adoption across the BODi ecosystem.

• Optimize onboarding journeys to accelerate time to first workout and drive early habit formation.

• Develop lifecycle programs that connect supplements, fitness programs, and membership benefits to increase multi-product adoption and customer lifetime value.

• Build engagement loops using milestones, streaks, and rewards that reinforce consistent product usage and long-term platform engagement.

• Design behavioral messaging triggered by inactivity, milestones, and product usage signals to reduce churn and drive re-engagement.

• Implement dynamic and personalized messaging based on workout behavior, purchase history, and customer goals.

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Monetization & Customer Value

• Own lifecycle-driven revenue across subscriptions, supplements, and cross-category adoption.

• Increase LTV by driving repeat purchase, subscription retention, and multi-product engagement.

• Develop targeted upsell, cross-sell, and bundle strategies across lifecycle touchpoints.

• Partner with e-commerce and merchandising teams to activate lifecycle programs that support launches, promotions, and key revenue moments.

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Analytics & Optimization

• Establish lifecycle performance frameworks and dashboards to track engagement, retention, revenue contribution, and customer value.

• Own forecasting and revenue impact modeling for lifecycle programs and ensure initiatives deliver against growth targets.

• Lead a structured experimentation roadmap across onboarding, engagement, retention, and upsell journeys.

• Partner with data science and analytics teams to implement predictive churn modeling and advanced lifecycle segmentation strategies. 

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Requirements:

• 8–12+ years in CRM, lifecycle marketing, retention, or customer marketing, including leadership experience owning multi-channel lifecycle programs.

• Shopify experience required, with a strong understanding of how promotions, merchandising, subscription mechanics, and onsite behavior connect to lifecycle performance.

• Proven track record driving lifecycle monetization, including repeat purchase, subscription retention, LTV growth, and cross-sell/upsell performance.

• Hands-on ownership of a CRM platform (e.g., Braze, Iterable, Salesforce Marketing Cloud, Klaviyo), including segmentation strategy, automation architecture, and deliverability/channel health.

• Experience owning lifecycle strategy across email + SMS (required) and ideally push/in-app, including triggered journeys, onboarding, win-back, and post-purchase programs.

• Strong analytical ability and comfort with performance measurement: cohort retention, repeat rate, churn, AOV, revenue per user, incrementality testing, and forecasting lifecycle revenue impact.

• Experience building and managing a testing roadmap (journey optimization, creative/messaging, cadence, offers, personalization) with disciplined learning loops.

• Ability to translate customer behavior into personalization strategies (dynamic content, behavioral segmentation, lifecycle moments) without overcomplicating the system.

• Experience leading and developing teams (4–7 direct reports preferred) and operating cross-functionally with Product, E-commerce/Merchandising, Analytics, and Creative.

• Bachelor’s degree or equivalent experience; MBA a plus.

Beachbody, LLC is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to  race, color, ancestry, national origin, citizenship status, religion, creed, age,  physical or mental disability, sex, gender (including pregnancy, childbirth, breastfeeding or related medical conditions), sexual orientation,  gender identity, gender expression, medical condition, genetic information, marital status, military and veteran status, or any other characteristic protected by federal, state, or local law.

We want you to feel safe to be the Whole You – your authentic self – without concern of discrimination, retaliation, or bias. We are committed to fighting for equality, growing our diversity, and holding ourselves accountable for inclusion. Just as our employees, coaches, and partners commit to wellness and helping others, we are committed to creating a culture and community of holistic acceptance and belonging.

To all recruitment agencies: Beachbody does not accept unsolicited agency resumes. Please do not forward resumes to our jobs alias, Beachbody employees, or any other company location. Beachbody is not responsible for any fees related to unsolicited resumes.

The applicable base salary range for each role varies based on several factors, including, but not limited to geographic location and job-related education, training, knowledge, and experience. This range may be modified in the future.

The pay range for this position is:
 

In addition to your base pay, The Beachbody Company offers a top-notch total rewards package, including a comprehensive benefits suite, an annual bonus opportunity, an employee stock purchase plan, a 401k plan with company match, 12-week Maternity/Paternity Leave paid at 100%, employee perks & discounts, training & career development, and generous PTO.

All benefits are subject to eligibility requirements and may vary depending on location and job level. Further information about benefits can be found here Click Link Here.

The estimated deadline for accepting applications:

Applicants should apply at Beachbody’s internal and external career sites.