Lifecycle Marketer

Job Description

Job Description

About World Emblem

World Emblem is the world's largest manufacturer of custom emblems and patches. For more than 30 years we have brought brands to life—producing and shipping close to 250 million products per year across embroidered, woven, PVC (PV+), leather, and Chenille formats for uniform and industrial-laundry programs, public safety, corporate apparel, sports, and headwear. With a network of plants across Georgia, Texas, California, and Mexico, a new 72,000-square-foot facility, and category-defining innovation like Flexbroidery™, the Hero's Pride NFC Smart Patch, and our WE VISION AI design platform, we combine manufacturing scale with technology and industry-leading turnaround—often as fast as 24 hours.

Why This Role, Why Now

We are entering our next phase of growth: modernizing our go-to-market engine on HubSpot, standing up a data-driven demand and BDR function, expanding e-commerce and direct-to-buyer channels, and building a world-class marketing organization to match our manufacturing leadership. This role is a foundational hire in that building.

World Emblem sells to both large, uniform-rental and industrial programs and a growing base of direct buyers ordering through our e-commerce channels. Today, most of our relationship with those buyers ends at the transaction. The Lifecycle Marketer owns the opposite: turning first-time and one-off buyers into repeat, higher-value, longer-retained customers through email, SMS, and in-product lifecycle programs.

This is the person who builds our onboarding, nurture, win-back, reorder, and loyalty motions from the ground up inside HubSpot—and proves their impact on retention and lifetime value.

What You'll Own

• Own the customer lifecycle. Design and run the full post-acquisition journey— welcome/onboarding, activation, reorder and replenishment prompts, cross-sell/upsell, win-back, and loyalty—across email and SMS.

• Build in HubSpot. Create and maintain lifecycle workflows, lists, lead scoring, and automated journeys in HubSpot; partner with RevOps on data hygiene and the HubSpot↔Business Central (Celigo) sync so segmentation reflects real order history.

• Segment and personalize. Develop segmentation by industry, product line (embroidered, PV+, woven, Chenille), order recency/frequency/value, and channel; tailor messaging to uniform programs vs. direct and e-commerce buyers.

• Drive retention and LTV. Set the reorder, replenishment, and reactivation strategy that grows repeat-purchase rate, average order value, and customer lifetime value.

• Test relentlessly. Run a continuous A/B and holdout testing program on subject lines, offers, cadence, and creative; document learnings and scale what wins.

• Own deliverability and compliance. Manage sender reputation, list health, and CAN-SPAM/TCPA compliance across email and SMS.

• Report on impact. Build and maintain dashboards on lifecycle-attributed revenue, retention cohorts, and program performance for marketing and revenue leadership.

• Partner cross-functionally. Work with e-commerce, sales, creative, and customer service to align lifecycle messaging with promotions, launches, and account priorities.

Your First 90 Days

• Audit the current state of email/SMS, HubSpot data, and existing automations; deliver a lifecycle gap analysis and prioritized roadmap.

• Ship a foundational onboarding/welcome journey and a reorder/win-back flow for direct and e-commerce buyers.

• Stand up a baseline lifecycle reporting dashboard with clear retention and LTV metrics.

• Define the segmentation model and lifecycle stages in partnership with RevOps.

How Success Is Measured

• Repeat purchase rate and reorder frequency among direct/e-commerce buyers.

• Lifecycle-attributed revenue and its share of total revenue.

• Customer lifetime value and retention by cohort.

• Email/SMS engagement (open, click, conversion) and deliverability of health.

• Program velocity—number of tested, live lifecycle journeys.

What You Bring

• 3–6 years in lifecycle, CRM, retention, or email/SMS marketing, ideally with a meaningful e-commerce or B2B2C component.

• Hands-on mastery of a marketing automation platform—HubSpot strongly preferred (Klaviyo, Marketo, or similar acceptable).

• Proven track record designing multi-step automated journeys that moved retention, reorder, or LTV metrics.

• Strong analytical skills—comfortable building segments, reading cohort data, and designing clean A/B tests.

• Excellent copy instincts and an eye for on-brand creative; able to brief or self-serve email/SMS builds.

• Working knowledge of email/SMS deliverability and compliance (CAN-SPAM, TCPA).

Nice to Have

• Experience with manufacturing, apparel, promotional products, or uniform business.

• Familiarity with Business Central or another ERP and iPaaS tools like Celigo.

• SQL or comfort working directly with data/BI tools.

• Loyalty or subscription/replenishment program experience.

Equal Opportunity

World Emblem is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, protected veteran status, age, or any other characteristic protected by law.