About the Job
We're on a mission to make good health last a lifetime. More than 1 billion people live with obesity worldwide, driving preventable chronic conditions. We're here to build better long-term care.
Eucalyptus is now part of Hims & Hers, the global leader in personalised health and wellness.
Euc is the company behind Juniper, one of the world's largest weight-management programs combining GLP-1 medication with personalised nutrition, movement support, and clinician-led care from prescribers, nurses, health coaches, pharmacists, and dietitians. Our published clinical research shows that our combined clin...
Key Responsibilities
You'll own the international lifecycle engine end to end: the strategy and the builds that ship it. You won't be starting from a blank page. Strong lifecycle programs already exist in our UK and Australia teams, and your job is to take what works, adapt it for a multi-market international context, and build the central system around it.
We're an early, lean international team, so this is a hands-on role: you'll set the lifecycle strategy and you'll be in the tool building the flows, not just briefing them. For established markets you'll provide strategic oversight and keep scaling what's live. For new launches you'll build the program from the ground up, with support from your copywriter team.
You'll:
Own CRM and lifecycle as a central function across our international markets, from strategy to execution, accountable for activation, adherence, retention, and LTV
Help scale our established markets (Germany, Canada, Japan) with strategic oversight, finding the next unlock in each program rather than letting it go stale
Build the lifecycle program for new market launches end to end: the flows, the segmentation, the measurement, and the messaging, in time for go-live
Be channel-adaptive by market. Email leads in some markets; others lead with WhatsApp, SMS, push, or in-app. You'll build the right mix for each market rather than forcing one playbook everywhere
Own segmentation and automated flows (onboarding, adherence, follow-up, winback, reactivation) and the experimentation roadmap that improves them
Run a measurement framework that proves whether lifecycle work actually moved retention and LTV, not just open and click rates
Lead a team of local-language copywriters to localise and execute at quality and speed across markets, owning briefing, QA, and delivery
Partner with the Product Growth Lead and the wider growth function so lifecycle and conversion pull in the same direction, and the handoff from paid to owned is clean
Own deliverability, list health, and compliance (GDPR and local privacy regimes) across every market we operate in
Share winning programs and learnings across markets so a win in one place reaches the others quickly
This role is ideal for someone who wants to own lifecycle as a whole, both the strategy and the build, and is happy doing it lean before it scales. As markets grow, this role is expected to grow with it, with the opportunity to build and manage a team of lifecycle marketers underneath you. You'll be measured on retention and LTV across markets, the speed with which new markets get a working lifecycle program live, and the quality of the cross-market learning you contribute to.
Required Skills & Abilities
You're a lifecycle marketer who has owned a program end to end, from strategy to the flows themselves, and you're as comfortable in the data as you are writing the brief. You think in customer journeys and you reach for retention and LTV framing as easily as channel mechanics.
You'll likely bring:
5+ years in CRM, lifecycle, or retention marketing, ideally in DTC subscription or healthcare
Hands-on experience with a modern lifecycle platform (Customer.io preferred; Braze, Iterable, or similar also relevant), building flows yourself rather than handing them off
Strong command of segmentation, automation, A/B testing, and lifecycle measurement, with a clear method for proving impact on retention and LTV
Versatility across channels (email, SMS, WhatsApp, push, in-app) and the judgment to build the right mix for each market rather than copy-pasting one playbook
Experience standing up a lifecycle program for a new market or brand, not just operating an established one
Comfort across several markets at once, and with the ambiguity and deadlines of new launches
A command of deliverability, list health, and data compliance (GDPR and equivalents)
Strong written communication. You'd rather send a doc than book another meeting
Bonus points if you also bring:
Healthcare or other regulated-industry experience
Multi-market or international experience (especially Europe or APAC)
Experience with non-email-first markets, where WhatsApp or SMS carries the program
A second language relevant to one of our markets
Comfort with SQL or BigQuery, even at a basic query-modify level
People leadership experience, or a clear appetite to grow into managing a team
Fluency with Claude Code or other AI workflow tools. You use AI to make yourself and your team faster and more prolific, not to replace the thinking
