Retention & Lifecycle Marketing Manager (Email + SMS)

Goldie Locks is a privately owned prestige haircare brand creating high-performance products for professional stylists and the clients they serve. We're a small team of fewer than 20 people. We're fully remote, but we work closely together; everyone has a seat at the table and a direct hand in the brand's growth. Our mission is to support both our professional stylists and our direct-to-consumer (DTC) customers through clear, transparent education and products that actually perform. The Role We're looking for a Senior Manager to own our email, SMS, and lifecycle communications from strategy through execution. You'll be the voice of the Goldie Locks brand in every inbox and text, and you'll always advocate for the customer and the stylist. This is a leadership role on a lean team: you stay ahead of the program, have answers before the questions come up, and contribute ideas in round-table discussions just as readily as you execute campaigns. You’ll also bring a connected vision for how subscription communications, our loyalty program, and lifecycle messaging work together. Every touchpoint should coexist so the experience feels seamless and considered, whether someone is a first-time DTC customer or a stylist who has been with us for years. What You’ll Own Program Leadership: Own the full email and SMS program, including goals, strategy, roadmap, and performance benchmarks. Set the direction for the department and help grow it as the brand scales. Strategic Campaign Development: Build and implement email and SMS strategies for both our pro stylist and DTC audiences. Develop scalable, personalized programs that move key business KPIs. Subscription + Retention: Own subscription communications end to end, from onboarding and renewal to win-back. Reduce churn and keep subscribers engaged and informed. Loyalty: Reimagine our consumer loyalty program within the full customer journey. Make sure it works alongside subscription and campaign messaging, not against it. Track and optimize program metrics over time. Customer Journey: Map the lifecycle for both stylists and consumers. Know their mindset, behavior, and needs at every stage, and tailor messaging so every touchpoint feels intentional. End-to-End Execution: Manage segmentation, building, scheduling, QA, and deployment in Klaviyo. On a team our size, you lead the strategy and get hands-on with the execution. Data-Driven Optimization: Analyze performance, report on KPIs, and turn insights into action. Monitor program health, spot opportunities early, and come prepared with recommendations. Testing + Experimentation: Run rigorous A/B and multivariate testing across subject lines, content, cadence, segmentation, and timing. Cross-Functional Collaboration: Partner closely with Design, Product, Customer Experience, Operations, and leadership. Keep content on brand and make sure campaigns line up with launches, promotions, and broader business goals. Voice of the Brand + Customer: Serve as the voice of lifecycle marketing in meetings, planning sessions, and brainstorms. Protect the brand's elevated tone and put the customer experience first. What You Bring 5+ years of experience in lifecycle, email, and SMS marketing, ideally within professional haircare or prestige beauty. A track record of owning a program, not just executing within one, with clear examples of strategy you set and results you drove. Advanced Klaviyo experience. You should be strong in segmentation, automation, and multi-step flows. Experience managing subscription and/or loyalty programs. Strong analytical skills and the ability to turn data into clear, actionable decisions. Exceptional writing and communication skills, with a sharp eye for detail and a disciplined QA process. A proactive, ownership-driven mindset. You anticipate needs, solve problems before they surface, and are comfortable leading in a small, fast-moving environment. A collaborative leader who brings ideas to the table and enjoys building something from the ground up. A bachelor's degree in Business, Marketing, or a related field is preferred. Direct impact on a growing prestige brand, with a real voice in its direction. A close-knit, remote team where your work is seen and valued. The opportunity to build and shape your department as we grow. Join us at Goldie Locks® and help create unforgettable hair stories for our professional stylists and DTC customers. #J-18808-Ljbffr Goldie Locks® | Luxury Hair Care