Senior Manager, Retention & Loyalty Marketing

About AS Beauty AS Beauty is one of the fastest-growing cosmetic companies in the market today. We are a family-run business based in New York, NY, focused on developing global beauty brands that deliver real-world solutions to a diverse consumer base. AS Beauty’s portfolio includes renowned brands Laura Geller Beauty, Bliss, and Julep Beauty. We are continually developing products that are innovative, effective, and ensure that our customers feel beautiful inside and out. As the Senior Manager of Retention & Loyalty Marketing , you will take ownership of the strategy driving customer retention, repeat purchase behavior, and loyalty program performance across our brand portfolio. This is a senior, strategy-first role for someone who can move fluidly between big-picture program design and hands-on execution — setting the roadmap for loyalty, rebuy/replenishment, and cross-sell initiatives across email, SMS, and our mobile app, and partnering closely with merchandising and creative teams to bring that roadmap to life. A successful candidate is a strategic operator with deep retention marketing expertise, strong data fluency, and the judgment to prioritize initiatives that move the needle on customer lifetime value. This role is based in NYC and reports to the Director of Retention + Lifecycle Marketing . Job Description Own the strategy and roadmap for the loyalty program, including tier structure, earning/redemption mechanics, VIP benefits, and platform optimization (Rivo), partnering with Product and Brand to evolve the program over time. Lead rebuy and replenishment strategy — identifying purchase cycle patterns by category and customer segment, and building automated, personalized programs (email, SMS, mobile app push/in-app messaging, and loyalty touchpoints) that drive timely repeat purchases. Develop and scale cross-sell and upsell strategies that increase basket size and multi-category adoption, using purchase history, affinity modeling, and segmentation to power targeted campaigns. Set the overarching retention strategy across email, SMS, mobile app, and loyalty, ensuring initiatives are prioritized, sequenced, and resourced against their expected impact on rebuy rate, repeat purchase rate, and LTV. Own the mobile app as a retention channel, building out push notification and in-app messaging strategy in partnership with Product/App teams, and ensuring the app is fully integrated into loyalty, rebuy, and cross-sell journeys. Partner with Analytics/BI to build and maintain reporting on loyalty enrollment, tier migration, rebuy rate, and cross-sell performance, translating findings into a clear point of view for leadership. Lead a testing agenda across loyalty, rebuy, and cross-sell programs — offer structure, messaging, timing, and channel mix — and codify learnings into scalable playbooks. Own the business case and forecasting for loyalty and retention initiatives, including projected revenue impact, to support prioritization and budget conversations with leadership. Collaborate cross-functionally with Merchandising, Creative, Brand Marketing, CX, and agency partners to ensure retention and loyalty initiatives are aligned with product launches, promotional calendar, and brand priorities. Manage and mentor team members and/or agency partners supporting loyalty, retention, and lifecycle execution, providing guidance on strategy, prioritization, and quality of execution. Stay ahead of industry trends and emerging technology in loyalty, retention, and personalization, bringing forward recommendations that keep the program competitive. Remain hands-on where needed — partnering with the team on campaign builds, segmentation, and reporting within Klaviyo, Rivo, and our mobile app platform to ensure flawless execution. Qualifications 5–7+ years of experience in retention marketing, lifecycle marketing, or loyalty, with a track record of owning strategy (not just execution); beauty or DTC e-commerce experience strongly preferred. Demonstrated experience building or scaling a loyalty program, and/or designing rebuy, replenishment, or cross-sell programs grounded in customer purchase behavior. Strong analytical foundation — comfortable working with LTV, cohort, and segmentation data to shape strategy and defend recommendations with data. Hands-on experience with enterprise-level email/SMS and loyalty platforms (Klaviyo and Rivo preferred); experience with mobile app engagement tools (push/in-app messaging, AppsFlyer) a plus. Experience managing direct reports and/or agency partners, with the ability to set direction and develop talent. Shopify, Amplitude, and BigQuery experience a plus. Excellent executive communication skills, with the ability to translate strategy and data into a clear narrative for senior leadership. Entrepreneurial, action-oriented, and comfortable operating with a high degree of ownership in a fast-paced, high-growth environment.