The Retention Marketing team at TULA is growing, and we are looking for an experienced retention marketing lead with a strong background in loyalty, referral and email/SMS programs. This role will work closely with both Digital Product & Engineering and Analytics & Insights teams to ensure best-in-class strategy, execution and measurement. 

This role reports to the VP of Digital & Ecommerce and is based in TULA headquarters - located in NoMad, NYC (although we are currently working remotely of course!)

Key Responsibilities 

  • Establish retention strategies across all programs including Loyalty, Refer-a-Friend, Subscription, Email & SMS to hit aggressive revenue targets and improve LTV, including repeat rates
  • Manage P&L of all retention programs, including directing and overseeing forecasting, retention programs reporting, and business analysis
  • Loyalty
    • Build Tula’s first loyalty program from the ground up, from program design to business case, vendor selection to partnering with the technology during implementation and through to execution & successful launch
    • Determine customer segmentation approach, loyalty points system and tiers, as well as balance between soft and hard rewards
    • Partner with Analytics & Insights team to develop and share program performance reporting to executive team and other key stakeholders
  • Refer-a-Friend
    • In conjunction with loyalty program, determine path forward for existing referral program 
    • Leverage existing customer base to promote Tula to friends and family with cross-channel promotional approach
  • Subscription program
    • Manage all aspects of marketing the subscription program including A/B testing, measurement and forecasting (in partnership with Analytics & Insights)
    • Partner with VP of Digital & Ecommerce to manage subscription program P&L
    • Propose the right interaction between subscription and loyalty programs - for the business and the consumer
  • Email & SMS
    • Oversee email marketing, trigger and CRM email and SMS program growth
    • Manage end-to-end customer lifecycle program from the ground up, using trigger-based messaging (email / SMS / etc ) to increase lifetime value / LTV and reduce churn
    • Build segmentation, A/B testing and cohort analysis (across localization, conversion, cross selling, reactivation, loyalty, targeting)
  • Lead and manage Email & SMS team of two and determine future hiring needs to support all aspects of retention strategy, including new Loyalty & Referral programs
  • Partner with the broader leadership team to define strategy to drive existing customer growth by providing input to Digital Product Roadmap, Data Strategy, Brand Marketing, & Product Development


  • 10+ years experience in digital marketing with 5+ in digital retention marketing 
  • B2C / consumer experience required; experience at a high growth DTC brand highly preferred
  • Experience building and leading high performance teams
  • Analytics-savvy and up-to-date on innovative tools, platforms, and resources to develop a data-driven team with the agility to pivot in real-time
  • Experience with Loyalty & Referral platforms (Swell, Annex Cloud, 500Friends, etc.)
  • Experienced with ESP & SMS platforms (Listrak preferred)
  • Familiarity with web and BI analytics tools (Looker, Tableau, Listrak, Segment, etc.)
  • A passion for beauty / skincare preferred

About TULA Skincare

TULA is the leading probiotic skincare and wellness brand, offering innovative products powered by probiotics and superfoods that are both clean & effective. As a digitally native and social first brand, we engage our customers at every touchpoint to help them feel confident in their skin and make it easier to achieve a healthy balance, inside and out.  Alongside we retail with ULTA Beauty, Nordstrom, Neiman Marcus, Dermstore, QVC, and Amazon. We raised a Series A led by L Catterton, the largest consumer-focused private equity group in the world. Our team has experience in some of the top consumer startups and beauty companies. TULA headquarters are based in New York City.

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