Key Responsibilities & Operational Scope

In this position at Eucalyptus, your primary deliverables and day-to-day focus areas include:

• Creative wins. We don’t have exclusive access to channels, so great storytelling is how we stand out and earn attention
• Speed matters. Fast tests beat perfect plans. We ship early, learn fast, and move on
• Lifecycle is a growth lever, not a cost centre. The work after the sale (activation, adherence, retention) compounds, and we treat it that way
• Data is a compass. We ask why, not just what. Trends are more useful than daily swings. Insight plus action equals impact
• We focus on outcomes, not channels. Email, SMS, WhatsApp, push, in-app, we use whatever moves the patient forward in that market. No channel loyalty. Just growth
• 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

Candidate Profile & Required Qualifications

To succeed in this role, Eucalyptus is seeking candidates who possess the following credentials, competencies, and mindset:

• 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.
• 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)

Workplace Culture, Mentorship & Benefits

Eucalyptus fosters a high-autonomy, patient-first culture backed by the scale of Hims & Hers:

• Make real impact, fast. We move quickly, build in the open, and learn by doing. You’ll help deliver real health outcomes for real patients from day one
• Operate at scale. Build and lead lifecycle for one of the world’s fastest-growing health companies across multiple countries
• Be supported to grow. Regular feedback, professional development budget, and access to senior operators who’ll challenge you to get better
• Work with incredible people. High talent bar. No ego. Serious care for the mission
• Global exposure. Access to markets, brands, and categories that would take years to reach elsewhere
• Hybrid working (3 days a week in our Old Street office)

Remuneration & Transparency

Competitive UK market package including pension contribution, health coverage, and professional development allowance.