Email Marketing Specialist

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TYPE OF WORK

Full Time

SALARY

$10-$12

HOURS PER WEEK

40

DATE UPDATED

Sep 17, 2026

JOB OVERVIEW

Email & Lifecycle Marketing Specialist
Type: Full-time
Location: Remote
Reports to: Head of Marketing
Compensation: Based on experience

About Hē Labs
Hē Labs makes performance supplements for men — SLEEP, BRAIN, PERFORM, and UNWIND — built on the premise that sleep is the foundation everything else is built on.
With 60,000+ customers across Europe and strong repeat purchase behavior, we are now expanding a proven product line into the U.S. across Amazon, DTC subscription, and paid media.

The Role
You will own the lifecycle marketing function end to end — from capture and nurture to conversion, retention, and win-back.

Email and SMS are your primary channels, and you will be accountable for their contribution to revenue.
This is a specialist role. You will:
Build and manage the funnel architecture
Develop and optimize lifecycle campaigns and automations
Run a structured testing program
Improve conversion and retention as the U.S. business scales
Monitor performance and identify opportunities for revenue growth
Success means building a lifecycle program that compounds — where each customer cohort performs better than the previous one.
We use the StoryBrand framework, where the customer is the hero and Hē Labs is the guide. Every touchpoint should provide customers with a clear plan and call to action.
You will also own the copy. Every email and SMS message will be written by you, including subject lines, body copy, offers, and calls to action.
You will work closely with our Senior Graphic Designer, who owns the visual direction and design execution. You own the messaging and copy.

What You'll Own
1. List Growth & Lead Capture
On-site capture across Shopify, including:
Pop-ups
Embedded forms
Quizzes
Exit-intent campaigns
Incentive mechanics
Mobile-first placements
Offer architecture — determining what we exchange for an email versus a phone number and understanding the margin implications
Landing pages and lead magnets designed specifically for paid traffic
Evaluation, implementation, and performance assessment of anonymous visitor identification and enrichment tools
Amazon-to-DTC and packaging-insert capture paths

2. Flows & Automation
Build, maintain, and optimize lifecycle flows including:
Welcome and education series that establish the sleep-first thesis before conversion
Abandoned cart
Abandoned checkout
Browse abandonment
Price-drop alerts
Back-in-stock triggers
Post-purchase onboarding
Replenishment timing
Cross-sell campaigns across the four SKUs
Subscription lifecycle:
Pre-billing notifications
Failed payment recovery
Pause-in-lieu-of-cancel
Reactivation
Win-back and lapsed-customer sequences segmented by product and churn reason

3. Copy & Messaging
You will be responsible for writing:

Email copy
SMS copy
Subject lines
Preview text
Offers
Calls to action
Landing page copy
Lead magnet copy for paid traffic
You will also own:
Message hierarchy
Creative briefs for the Senior Graphic Designer
Consistent brand voice
Consistent StoryBrand structure across all lifecycle touchpoints

4. Campaigns & Experimentation
Manage the promotional calendar and campaign cadence across email and SMS
Develop and maintain a continuous, documented testing program
Test:
Offers
Subject lines
Send timing
SMS cadence
Flow entry logic
Split paths
Maintain a prioritized testing backlog
Develop segmentation and RFM modeling
Maintain suppression discipline to protect list health
Monitor deliverability, including:
Domain warming
Authentication
List hygiene
Sender reputation
Inbox placement

5. Compliance & Reporting
Manage consent capture and record-keeping across U.S. and EU markets
Understand and follow:
TCPA
CAN-SPAM
GDPR
ePrivacy requirements
Provide weekly and monthly reporting against channel revenue targets
Use Triple Whale for attribution and performance analysis

Our Tech Stack
Klaviyo | GoHighLevel | Shopify | Triple Whale
You should be highly proficient in Klaviyo and GoHighLevel, with the ability to build, maintain, troubleshoot, and optimize within both platforms.

Your First 90 Days
First 30 Days
Complete an audit of existing flows, capture points, list health, and deliverability
Establish baselines for all core metrics
First 60 Days
Rebuild and launch core flows, including:
Welcome
Cart abandonment
Checkout abandonment
Post-purchase
Dunning
Implement and launch Shopify capture improvements
First 90 Days
Establish a consistent testing program
Implement the segmentation model
Document the key revenue-driving levers for the brand
Establish a clear framework for ongoing optimization

What You Bring
Required
4+ years of experience owning email and SMS for a DTC e-commerce brand, ideally subscription-based
Proven experience managing revenue performance, not just send volume
Ability to explain email and SMS contribution to total revenue and how you have improved it
Advanced experience with Klaviyo, GoHighLevel, and Shopify
Demonstrated expertise in deliverability, including experience resolving sender reputation issues
Ability to edit Shopify themes directly or work effectively with developers to implement capture improvements quickly
Fluency in the StoryBrand methodology and demonstrated ability to apply it across funnels, emails, and landing pages
Strong direct-response copywriting skills
Ability to independently write emails, SMS, and landing page copy in a brand voice
Working knowledge of consent and compliance requirements in both U.S. and EU markets

Preferred
Experience in supplements, wellness, or another regulated-claims category
Experience with Triple Whale or comparable attribution platforms
Experience implementing identity resolution and visitor identification tools
Experience working with external paid media and creative agencies

How We Measure Success
Your performance will be measured through key business and lifecycle metrics, including:

Email and SMS as a percentage of total DTC revenue

Email and SMS capture rate against site traffic
Flow revenue per recipient, by flow
Subscription retention
Churn rate
Dunning recovery rate
Net list growth after churn and suppression
Inbox placement and overall deliverability health
Testing velocity and win rate

Why This Role?
You’ll be joining a brand with a proven product, an established customer base, and a U.S. launch backed by real investment.
The lifecycle program will be yours to build, own, optimize, and scale — with its impact directly visible in the company's revenue and P&L.

SKILL REQUIREMENT
Email Marketing Clickfunnels
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