Senior Lifecycle Marketing Manager – Membership & Retention – CHO Herengracht Amsterdam | 40h

Join our Format & Design team to shape award-winning store experiences worldwide and drive consistent customer journeys, while we globally expand.

Share your talents

At Rituals, we believe wellbeing should be accessible, effortless and part of everyday life. With Mind Oasis, we are building a fast-growing omni-channel wellbeing brand within the Rituals Cosmetics Group. Through science-backed, multisensory experiences, Mind Oasis helps people relax, recharge, focus and sleep better.

The Mind Oasis ecosystem brings together physical experiences in Rituals stores, the Mind Oasis App, Mind Oasis At Home and a growing B2B wellbeing offering. With the Mind Oasis App now launched, we are entering an important next phase: building the customer lifecycle, retention and membership foundation that will support long-term growth. That is where you come in!

As Senior Lifecycle Marketing Manager – Membership & Retention, you will be the senior owner of membership, retention and loyalty for Mind Oasis. Your focus is to increase customer lifetime value across the full ecosystem by improving activation, engagement, subscription retention, loyalty and advocacy.

This is a senior individual contributor role with real ownership. You will not step into a fully built lifecycle machine. You will help build it. You will define the roadmap, create the customer journeys, use data to spot opportunities and work closely with Marketing, Concept, and Technology to turn ideas into measurable customer value.

You understand that sustainable growth is not only driven by acquisition. It is built through relevant customer journeys, meaningful habits, smart use of data and experiences that keep people coming back because they genuinely add value.

Your role will include:

• Building and owning the Mind Oasis membership and loyalty strategy.
• Developing the roadmap for customer activation, engagement, retention and customer lifetime value.
• Designing and launching the Mind Oasis loyalty program from the ground up.
• Creating referral, rewards and advocacy initiatives that strengthen the customer relationship with Mind Oasis.
• Owning the end-to-end customer lifecycle across the Mind Oasis ecosystem.
• Building, testing and optimising automated customer journeys across email, push notifications, in-app messaging and other relevant channels.
• Improving trial-to-paid conversion, subscription renewal and long-term customer engagement.
• Developing strategies to reduce churn and increase repeat usage.
• Identifying cross-sell and upsell opportunities across app, physical experiences, products and services.
• Translating customer behaviour, data and insights into clear lifecycle and retention opportunities.
• Creating segmentation frameworks, lifecycle models and personalised customer journeys.
• Defining and tracking key KPIs such as customer lifetime value, churn, retention, renewal, engagement and conversion.
• Leading experimentation through A/B testing, personalisation and continuous optimisation.
• Exploring how AI and emerging technologies can improve personalisation, predictive churn modelling, segmentation and customer experience.

After 12 months, you will have built a clear lifecycle framework for Mind Oasis, improved subscription retention and renewal, increased customer engagement, launched or prepared the loyalty proposition and created a stronger foundation for long-term customer value.

Bring all of you

You are a lifecycle, CRM, retention or loyalty specialist who combines strategic thinking with hands-on execution. You like building things from the ground up, but you also know how to prioritise, test, learn and improve without turning every decision into a three-month steering committee.

You bring:

• 5+ years of experience in lifecycle marketing, CRM, retention, loyalty, subscription growth or membership programs.
• Experience in a subscription-based, app-based, digital product or consumer brand environment.
• Experience with CRM automation, segmentation, campaign testing and personalisation.
• A strong analytical and commercial mindset, with the ability to translate data into practical growth actions.
• Understanding of key metrics such as CLV, churn, trial-to-paid conversion, engagement and renewal.
• Experience working with cross-functional teams, ideally across Marketing, Technology and/or Concept.
• The ability to move between strategy and execution without getting stuck in either.
• An entrepreneurial mindset and the confidence to build structure where not everything is already defined.
• A genuine interest in wellbeing, customer experience and building long-term customer relationships.

You are proactive, curious and clear in your communication. You enjoy working with data, but you also understand that retention is not just a dashboard exercise. It is about creating experiences that are relevant, useful and easy to return to.

At Rituals, we welcome different perspectives, backgrounds and ways of thinking. For Mind Oasis, that matters even more. We are building wellbeing experiences for a broad range of people, needs and habits, and we are looking for someone who can help make those experiences more personal, inclusive and valuable.

YOUR PATH TO A NEW CAREER

Grow with us! The next steps are:

• Apply via our website (please make sure you meet the requirements and tell us why you apply)
• An introductory meeting including a prepared business case at our Central Head Office in Amsterdam follows.
• You do an online assessment.
• You have the second interview at our Central Head Office in Amsterdam.
• In the event of a positive outcome, you will receive a proposal with the terms of employment.

Any questions? Recruitment is happy to speak to you via nadette.pluis@rituals.com. Please note that applications via e-mail are not taken into consideration.

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Benefits of working at Rituals

• Unique opportunities for personal and professional growth
• Staff discount on Rituals products
• Attractive bonus
• Flexible working hours tailored to your personal rhythm
• Company & team events