Sr. Manager, Retention & Loyalty

Job Summary

The Senior Manager of Retention and Loyalty leads the execution and optimization of lifecycle marketing programs to drive repeat purchase, increase customer lifetime value (LTV), and strengthen brand engagement. This role supports a data-driven lifecycle ecosystem across owned channels, including email, SMS, and loyalty programs. They contribute to CRM audience strategy and segmentation and lead test-and-learn initiatives, using platforms such as Klaviyo, Shopify, and Yotpo to improve performance through data-driven insights. This role sets lifecycle and loyalty roadmaps while ensuring high-quality execution. They manage agency and technology partners and collaborate cross-functionally to deliver aligned programs. Primarily focused on North America, this role also contributes to CRM best practices across regions. Success is measured by improvements in retention, purchase frequency, and LTV.

Essential Functions

Description

• Leads the development and execution of retention and lifecycle marketing programs including CRM campaign calendar, automated journeys, and loyalty integration. Defines roadmap, prioritization, and success metrics across lifecycle stages (onboarding, engagement, retention, winback), ensuring programs drive measurable improvements in LTV and repeat purchase behavior.
• Drives the performance and optimization of the loyalty program. Defines program structure, benefits, and unique offerings to drive program engagement, consumer retention, and increased consumer value. Continuously evaluates program effectiveness through data and consumer insights, identifying opportunities to enhance engagement, differentiation, and financial impact.
• Leads the development and management of holistic consumer group strategies (e.g., VIP, professional, or community segments), including program design, and tailored experiences. Partners cross-functionally to ensure these programs are differentiated, scalable, and aligned with brand and commercial objectives.
• Develops and evolves advanced segmentation frameworks and behavior-based journeys in close collaboration with Analytics and Digital Experience. Champions a consumer group test-and-learn agenda across channels, leveraging A/B testing, audience insights, and performance data to continuously optimize messaging, timing, and consumer experience.
• Leverages consumer data, RFM analysis, and performance reporting to evaluate program effectiveness, identify growth opportunities, and inform strategic decision-making. Partners with analytics teams to enhance data models and measurement frameworks.
• Contributes to acquisition strategies via owned channels, driving high-quality list growth across eCommerce, retail, and other touchpoints, with a focus on long-term engagement and value creation.
• Manages agency and technology partners and serves as a key stakeholder in aligning lifecycle marketing with broader business objectives.
• Manages and develops a team responsible for executing lifecycle marketing initiatives. Partners cross-functionally with brand, product, merchandising, and analytics to ensure coordinated campaign delivery. Contributes insights and learnings to CRM best practices within the Digital Marketing center of excellence.

Please note this job description is not designed to contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties responsibilities and activities may change at any time with or without cause.

Qualifications

• Bachelor's Degree in Business, Marketing, Communications, or related field required.
• Minimum six (6) of experience configuring and leveraging advanced capabilities in lifecycle marketing across email, SMS, and loyalty.

Any equivalent combination of experience and education which clearly indicates the ability to perform the essential functions of the position may substitute on a year for year basis.

Knowledge, Skills, and Abilities

• Experience leveraging leading CRM, loyalty, and marketing automation platforms (e.g., Klaviyo), ecommerce platforms (e.g., Shopify), and loyalty technologies (e.g., Yotpo or similar)
• Familiarity with consumer data infrastructure and integrations across marketing and ecommerce systems
• Highly organized with the ability to manage multiple priorities, projects, and stakeholders in a fast-paced environment
• Advanced analytical skills with the ability to translate consumer data and insights into actionable strategies that drive measurable business outcomes
• Experience with experimentation frameworks (A/B testing, test-and-learn agendas) and performance optimization across lifecycle channels
• Proficiency in analytics and reporting tools (e.g., Google Analytics, Power BI or similar), with strong Excel skills for data analysis and modeling
• Proven ability to build, lead, and develop high-performing teams, fostering a culture of accountability, innovation, and continuous improvement
• Strong cross-functional collaborator with experience influencing stakeholders across brand, product, merchandising, and analytics teams
• Excellent communication and presentation skills, with the ability to translate complex data into clear, compelling narratives for all levels of the organization
• Ability to synthesize diverse perspectives and align teams around a unified vision and strategy
• Strong attention to detail paired with a strategic, big-picture mindset
• Self-directed and able to prioritize effectively while navigating ambiguity

Travel Required: No

Base Salary: $144,000 - $153,000

This range represents the low and high ends of this position's anticipated base salary range. The actual base salary will depend on numerous factors such as experience, knowledge, skills, and location. Our base salary is just one component of our competitive total rewards strategy, which includes numerous benefits and perks as well as specific health and welfare benefits.

Why Work at KEEN: Driven by a passion for life outside, KEEN is a values-led, independently owned brand from Portland, Oregon, that's on a mission to create original and versatile products, improve lives, and inspire outside adventure. Founded in 2003, KEEN launched a revolution in the footwear industry with the introduction of the Newport adventure sandal and has donated more than $18 million to non-profit organizations and causes around the world to promote responsible outdoor recreation, including conservation efforts to protect open spaces. KEEN strives to show the world through its products and its actions that a business for good can actually be good for business. By giving back, reducing impact, and activating communities and individuals to protectthe places where we work and play, KEEN puts its values in motion and takes action to leave the world a better place.
Fuerst Group, KEEN, and Chrome are equal opportunity employers. We value an inclusive and diverse community. Qualified candidates of all backgrounds are encouraged to apply and will be considered without regard to race, color, religion, sex, national origin, age, sexual orientation, gender identity, gender expression, veteran status, or disability.