Troy Petrunoff
Retention & Lifecycle Marketing (Ex: RYZE Superfoods, True Classic, and Every Man Jack)
About
Troy Petrunoff is a lifecycle marketing leader specializing in retention for high-growth DTC brands. He has led retention strategy at companies like RYZE, True Classic, and Every Man Jack, helping scale brands to 9-figures in annual revenue. His focus is on using data, customer behavior, and lifecycle strategy to turn first-time buyers into repeat customers and long-term loyalists. Troy’s work centers on building effective email, SMS, subscription, and loyalty programs that drive measurable revenue. He has deep experience with platforms like Shopify and Klaviyo, and takes a practical, performance-driven approach to improving retention, increasing customer lifetime value, and creating sustainable growth beyond paid acquisition.
Experience
Head of Retention at Contara
Developing and executing retention strategies for subscription CPG brands.
Director of Retention & Lifecycle Marketing at RYZE Superfoods
Leading retention strategy for the high-growth wellness brand to optimize customer lifetime value.
Director of Owned Media at True Classic
Drove $2.3M in incremental revenue in just 8 months by launching a bespoke membership program and increasing revenue per customer by 46%.
Senior Retention Marketing Manager at Every Man Jack
Scaled flow-based revenue by 25% YoY and generated 12.4% of total Klaviyo revenue through AI-powered predictive segments.
Links from Troy
The Power of Retention with Troy Petrunoff from Every Man Jack
This episode features Troy Petrunoff, Retention Manager at Every Man Jack, who provides a masterclass on customer retention for consumable products. He shares insights on critical retention factors, the strategic use of QR codes, how product bundling drives DTC success, and the importance of SEO investment for brands. The conversation also touches on Every Man Jack's partnership with Marvel.