CRM & Retention Marketing Manager

Reports To: Senior Director of Marketing Location : In-Office, 5 Days a Week We are looking for a strategic yet hands-on lifecycle marketer to help support the next phase of our growth. This is an opportunity to architect and evolve a high-performing lifecycle roadmap across email, SMS, and broader loyalty and retention platforms—playing a critical role in how we engage, convert, and retain customers throughout their journey with the brand. This role requires a balance of strategy and execution—you will define the roadmap while also building, testing, and optimizing within it. You will be responsible for driving measurable impact on retention, repeat purchase rate, and lifetime value. This role requires strong ownership and accountability, with a focus on continuously improving performance through structured testing, data-driven insights, and thoughtful lifecycle design. We are seeking someone with a growth mindset who is energized by building and evolving systems—not just maintaining them. The right candidate is curious, proactive in bringing new ideas forward, and comfortable identifying gaps and rebuilding with intention. This role is highly collaborative, working closely with Marketing, Creative, and Ecommerce teams to ensure lifecycle efforts are aligned and effective. We’re looking for someone with strong instincts, a high bar for quality, and a true sense of ownership—someone who is equally focused on the details and the impact they drive. RESPONSIBILITIES Own and drive customer retention revenue across email, SMS, and loyalty, with direct accountability for repeat purchase rate, LTV, and lifecycle conversion. Partner with leadership to evolve our existing community VIP program into a full loyalty program, defining the rewards structure, engagement strategy, and implementation roadmap. Maintain a working understanding of the paid acquisition ecosystem and how retention efforts integrate with and support customer growth. Lifecycle & Automation Audit, rebuild, and continuously optimize automated flows, including Welcome Series, Abandoned Cart, Browse Abandonment, Post-Purchase, and Win-Back, and develop new journeys based on customer behavior data. Own the full lifecycle architecture from welcome through first purchase, repeat purchase, replenishment, VIP, churn-risk, and win-back segments. Proactively identify opportunities to re-engage lapsed customers and retain high-value segments. Campaign Execution Manage the end-to-end email and SMS calendar, including building, segmenting, testing, and deploying campaigns directly within Klaviyo. Maintain a structured A/B testing roadmap with documented hypotheses and findings to drive continuous channel improvement. Track and report on key performance metrics (open rate, click-through rate, conversion, repeat purchase, and retention) and translate results into actionable optimizations. Analyze customer segments to refine targeting strategies and deepen personalization across the customer journey. Cross-Functional Collaboration Collaborate with Marketing, Ecommerce, and Creative teams on calendar alignment and content planning and execution Manage project timelines and coordinate asset delivery across teams using project management tools. Maintain data integrity and ensure compliance across Shopify and Klaviyo and additional platforms. QUALIFICATIONS 3–6 years of lifecycle, CRM, or retention marketing experience within a DTC or ecommerce environment, with demonstrated ownership of both strategy and execution. Advanced proficiency in Klaviyo and Shopify. Proven ability to develop and execute lifecycle marketing programs that drive measurable improvements in retention and revenue. Strong analytical capabilities, including proficiency in Excel or Google Sheets and experience working with CRM performance data to inform strategic decisions. Experience integrating and managing CRM data across multiple platforms. Excellent project management and organizational skills, with the ability to manage multiple concurrent workstreams across cross-functional teams. Strong written and verbal communication skills, with experience presenting to both creative collaborators and senior leadership. WHAT SUCCESS LOOKS LIKE IN YOUR FIRST YEAR In your first year, you will have moved the program from early-stage to a structured, high-performing retention engine. Success looks like: A fully audited and rebuilt lifecycle program, with automated flows optimized, gaps closed, and new journeys live based on real customer behavior data. Measurable improvement in repeat purchase rate and email/SMS-attributed revenue, with a clear testing roadmap driving continued gains. A community VIP program evolved into a formalized loyalty program, with defined rewards structure, tiering, and an engagement strategy that is live and growing. Customer LTV trending in the right direction, supported by smarter segmentation, deeper personalization, and proactive retention of high-value customers. Cross-functional trust built, with Marketing, Creative, and Ecommerce teams seeing you as a reliable, strategic partner who delivers #J-18808-Ljbffr MINA BAIE