CRM/Lifecycle Manager

Role Overview Maxima — parent company of Pro Standard — is hiring a CRM / Lifecycle Manager to lead all owned-channel revenue across email, SMS, and loyalty for a multi-geo DTC business. You'll architect the lifecycle program — flows, campaigns, segmentation, and loyalty mechanics — and partner with a Production Specialist who handles email assembly and rendering. This is a strategic role: program design, segmentation, performance analysis, and multi-geo compliance live with you. The build work has a dedicated partner so you can focus on what to send, to whom, when, and why. You'll work across markets including US, Mexico, Canada, UK, Europe, Australia, and Brazil — each with its own customer behavior, regulatory requirements, and language considerations. Klaviyo is the platform. Loyalty has room to be reimagined. SMS has room to be built. Email has room to compound. What You'll Own The full lifecycle program across owned channels — email, SMS, and loyalty. Strategy, architecture, performance, and growth. Flow architecture — welcome, browse abandon, cart abandon, post-purchase, win-back, VIP, dormant, and the moments that haven't been built yet. Campaign strategy — what we send, when, to whom, and what we expect each send to do. Segmentation strategy — how customers move through the program based on behavior, value, and lifecycle stage. SMS program from concept to scale — building the list, designing the program, balancing acquisition and retention with respect for the channel. Loyalty program design and ongoing optimization — points, tiers, rewards, and the moments that drive emotional connection. Multi-geo coordination — what's local to Mexico, what's compliant in Europe, what works in Australia, and how those programs talk to each other. Compliance ownership across geographies — GDPR (UK/EU), LGPD (Brazil), TCPA (US/CA SMS), Spam Act (Australia), and any new regulatory shifts. Email deliverability and sender reputation across geos and providers. Cross-functional partnerships — Brand (voice and tone), Site (triggered experiences), CS (refund risk and customer signal loops), Paid (paid-to-lifecycle handoff), and Planning (product launches and promo calendar). Performance reporting — what's working at the flow, segment, and campaign level, and what the program contributes to the business. The roadmap — what we're building next, what we're testing now, and what we're sunsetting. Strategy + Testing Mindset This role is about building a lifecycle program that compounds, not just sending more emails. We're looking for someone who: Approaches lifecycle as a designed system — every customer journey is intentional, not accidental. Tests subject lines, send times, segmentation logic, content angles, and cadence with clear hypotheses and success criteria. Thinks in incrementality — what would have happened without this send, this flow, this trigger? — not just attribution. Holds the long view (LTV, retention curves, segment health) and the daily numbers (open rate, click rate, conversion) at the same time. Designs for the customer first, the brand second, the channel third — sends that respect the customer's inbox tend to win over time. Documents reasoning so the team learns from every test, including the ones that didn't move metrics. Stays curious about what doesn't work as much as what does — both teach the program something. Knows when to over-mail (launch, big moments) and when to under-mail (deliverability protection, customer fatigue). You should be comfortable explaining a six-month lifecycle roadmap to leadership and then executing the next twelve sends without losing focus on the long arc. Required Experience 5-8 years in CRM, lifecycle, or retention marketing, with at least 3 years in DTC or ecommerce. Klaviyo expert — comfortable architecting complex flows, segmentation, and personalization at the strategic level. Multi-geo lifecycle experience strongly preferred, or comfort directing translation, localization, and compliance across markets. Loyalty program build experience (Smile, LoyaltyLion, Yotpo, or similar). Working knowledge of GDPR, TCPA, LGPD, and other major regulatory frameworks. AI-tool fluency — you've worked with marketing AI in some form and have a point of view on how it fits the discipline. Bilingual Spanish is ideal but not required. Nice to Have Apparel, sports, or streetwear category experience. Klaviyo + Recharge or other subscription experience. Email deliverability and sender reputation management background. Beauty, lifestyle, or licensed-apparel DTC alumni — similar customer behavior patterns. Comfort presenting lifecycle strategy and performance to executive leadership. Why This Role Matters Owned channels are the most efficient revenue lever in the business — customers who already know us, served well, generate repeat revenue with no acquisition cost. Strong leadership in this seat compounds the value of every customer the rest of the team brings in. This role doesn't just send emails — it designs the relationship that turns first-time buyers into long-term fans.