Email & Lifecycle Marketing Specialist

Reports to: Director of Brand & Consumer Engagement Department: Marketing Status: Exempt Work Schedule: Hybrid, three days in office and two days remote Purpose of the Role The Email & Lifecycle Marketing Specialist advances Heirloom's mission of Growing Plants, People and Possibilities by owning the strategy and execution of our direct-to-consumer email and SMS marketing programs. This role drives customer engagement, retention, and revenue across the full lifecycle — from campaign planning and execution to automation, segmentation, and performance analysis — in close collaboration with the creative team on design and visual execution. Growing Plants Connect customers to Heirloom's plant and product offerings through strategic, well-timed messaging that reflects the seasons, the garden, and the customer's journey. Lifecycle Strategy & Planning Manage the email and SMS marketing calendar and lifecycle strategy, aligning campaign and flow priorities with broader marketing initiatives and seasonal plans. Campaign Execution Plan, build, test, and deploy promotional and lifecycle campaigns across email and SMS channels, partnering with the creative team on design and visual assets. Automation Flows Set up and manage triggered customer journeys, including welcome sequences, abandoned cart reminders, and post-purchase follow-ups. Growing People Deepen the relationship between Heirloom and its customers by delivering the right message to the right person at the right moment. Audience Segmentation Segment subscriber lists based on user behavior, purchase history, and engagement levels to deliver personalized, relevant messaging that meets customers where they are. List Hygiene Monitor deliverability rates, manage list growth and quality, and maintain compliance with data regulations for both email and SMS, including CAN-SPAM and TCPA. Growing Possibilities Use data and testing to continuously improve campaign performance and uncover new opportunities to grow revenue and customer loyalty. Analytics & Testing Track key performance metrics — open rates, click-through rates, conversion, and attributed revenue — and use performance data to identify opportunities and make revenue-driven decisions. Run A/B tests on subject lines, offers, messaging, and send times. Platforms: Hands-on experience with ESPs and SMS marketing tools such as Klaviyo, Listrak, Attentive, or Braze E-Commerce: Familiarity with Shopify and its integration with email/SMS platforms is a plus Copywriting: Strong, conversion-focused writing ability for both short-form SMS and longer-form email content Data Analysis: Comfort translating campaign data and revenue attribution models into clear, actionable strategies Adaptability: Comfortable receiving feedback, revising work, and pivoting quickly when priorities or performance shift Collaboration: Ability to partner effectively with the creative team and cross-functional stakeholders to deliver polished, on-brand campaigns Qualifications Prior experience in email and/or SMS marketing, ideally within a DTC or e-commerce environment Demonstrated ability to manage multiple campaigns and automation flows simultaneously Familiarity with compliance requirements for email and SMS marketing Strong analytical mindset with attention to detail Familiarity with Adobe Creative Suite, particularly Photoshop and InDesign Working knowledge of HTML and CSS preferred Compensation & Growth This is an entry to mid-level position with a salary range of $55,000 to $75,000 per year depending on experience. There is a clear growth path within our organization toward Manager and Senior Manager/Director roles as you develop channel strategy and lifecycle marketing expertise. #J-18808-Ljbffr Heirloom Roses®