Lifecycle Marketing Manager

Summary of Position We're looking for an experienced retention marketer who loves turning customer data into meaningful experiences that increase repeat purchases, customer lifetime value, and brand loyalty. This role will own the strategy, execution, testing, and optimization of our customer retention programs across email, SMS, loyalty, and direct mail. You'll support lifecycle marketing across two distinct ecommerce brands, while designing and developing our B2b/Wholesale lifecycle marketing strategy to strengthen customer relationships across every channel. If you're excited by segmentation, automation, creative testing, and using data to drive growth, we'd love to meet you.

This role will lead the planning, execution, optimization, and reporting of:

• Email Marketing
• SMS Marketing
• Loyalty Program
• Direct Mail
• Customer Lifecycle Automation

Responsibilities

Lifecycle Strategy

• Own the customer retention roadmap across multiple ecommerce brands
• Develop customer journeys that increase repeat purchase rate and LTV
• Build segmentation strategies using purchase behavior, engagement, demographics, and customer value
• Identify opportunities to improve customer experience throughout the lifecycle
• Partner with b2b marketing team to support email initiatives
• Collaborate with Director of Ecommerce and paid media agency to improve acquisition-to-retention handoff

Email Marketing

• Build monthly email marketing calendars
• Execute promotional, editorial, and triggered campaigns
• Optimize subject lines, creative, offers, and messaging through A/B testing
• Monitor deliverability and list health
• Grow email subscriber acquisition
• Partner with Senior Ecommerce Operations Manager and Marketing, and Product teams to influence merchandising, product launches, and promotional strategy.
• Partner with Marketing team to incorporate brand-level storytelling and content strategy across retention channels

SMS Marketing

• Develop SMS strategy aligned with promotional and lifecycle marketing
• Execute campaigns and automated flows
• Improve subscriber growth and engagement
• Balance revenue generation with subscriber experience

Lifecycle Automation

• Own and optimize automated programs including behavioral flows (welcome, abandon, post-purchase, cross-sell, loyalty, and more)
• Continuously test timing, messaging, segmentation, and offers to improve performance and overall customer journey
• Develop and manage an ongoing testing roadmap

Loyalty & Customer Engagement

• Own the customer loyalty program
• Develop campaigns that increase enrollment, engagement, and redemption
• Identify opportunities to reward and recognize high-value customers
• Partner with Ecommerce on customer retention initiatives

Direct Mail

Partner with Direct Mail agency to:

• Manage customer segmentation and campaign planning
• Coordinate with external vendors
• Analyze campaign performance and incrementality
• Recommend testing opportunities to improve ROI

Analytics & Reporting

• Provide insights and recommendations that improve program performance.
• Track and report key retention KPIs including:

• Revenue by channel (email, SMS, direct, etc.)
• Repeat purchase rate
• Customer Lifetime Value
• Email/SMS KPIs (Open Rate, Click Rate, Conversion Rate, Revenue per Recipient, List Growth, etc.)
• Loyalty participation and growth
• Direct mail performance

Qualifications

• 4-7+ years of ecommerce retention marketing experience
• Strong experience with:

• Email Marketing
• SMS Marketing
• Customer Lifecycle Marketing
• Loyalty & Referral Programs
• Direct Mail

• Experience with Klaviyo preferred
• Experience with Shopify Plus preferred
• Strong understanding of customer segmentation
• Comfortable analyzing campaign performance and making data-driven recommendations
• Experience using or managing marketing calendars
• Experience leveraging AI tools to improve segmentation, personalization, content creation, and campaign efficiency
• Excellent project management skills
• Strong copy and creative instincts
• Highly organized with exceptional attention to detail