Sr. Mgr, CRM & Lifecycle Marketing

Sr. Mgr, CRM & Lifecycle Marketing

Company: Exemplis Department: Growth and Experience Location: Cypress, CA, US, 90630 Work Designation: Hybrid Salary Range: $132,242.00 - $204,975.00 Position Summary: We are building a unified Growth & Experience organization across a portfolio of five direct-to-consumer brands: Albany Park, Edloe Finch, X-Chair, Mavix, and Timbuk2. CRM and lifecycle marketing represent a meaningful growth opportunity in our business, and we are looking for a strategic, commercially-minded leader to own it. This is not an execution-only role. We partner with a full-service agency that supports Klaviyo execution across the portfolio. This role owns strategy, sets direction, and ensures the work delivered drives measurable business impact. You will be responsible for scaling email and SMS as revenue-driving channels across all brands. You will work cross-functionally with eCommerce, Growth Marketing, Creative, and Analytics to build a more connected and effective customer journey. If you think in customer lifecycle, understand LTV and contribution margin, and know how to get the most out of agency partners, this role is a strong fit. We are a people-first, performance-driven team. We move with urgency, hold ourselves accountable to outcomes, and invest in each other's growth. If you are motivated by impact, collaboration, and continuous improvement, we would love to meet you. This is a hybrid role requiring onsite work three days per week (Tuesday, Wednesday, and Thursday).

Responsibilities and Essential Functions:

• Lifecycle strategy & revenue ownership
• Own CRM and lifecycle marketing strategy across all five DTC brands, from welcome through winback
• Drive email and SMS revenue contribution growth that is predictable and sustainable
• Develop and maintain a portfolio-level lifecycle roadmap: onboarding, nurture, post-purchase, loyalty, and reactivation
• Own CRM KPIs including revenue contribution, engagement, list growth, conversion, and deliverability
• Apply a strong commercial lens to decision-making, focusing on contribution margin and payback, not just engagement
• Agency governance & execution oversight
• Lead the full-service CRM agency across strategy, briefing, QA, and performance management
• Define clear in-house vs. agency scopes of work and hold the agency accountable to outcomes
• Establish review cadences, performance benchmarks, and continuous improvement loops with agency partners
• Evaluate agency performance over time and make recommendations on partnership structure as the function matures
• Segmentation, personalization & automation
• Own segmentation strategy across behavioral, transactional, and predictive dimensions
• Drive personalization at scale through Klaviyo including dynamic content, recommendations, and triggered messaging
• Build and optimize lifecycle flows across key stages of the customer journey
• Partner closely with Analytics to leverage first-party data and improve targeting and LTV insights
• Campaign planning & cross-functional collaboration
• Own the CRM campaign calendar and ensure alignment with broader marketing and merchandising plans
• Partner with Growth Marketing to connect acquisition and retention strategies
• Collaborate with Creative to develop messaging that balances brand and performance
• Work with eCommerce teams to align list growth, landing pages, and post-click experience
• AI-enabled innovation
• Bring an AI-native approach to lifecycle marketing. Explore and apply AI-driven opportunities across personalization, segmentation, and optimization
• Stay current on emerging tools and capabilities within CRM and lifecycle marketing
• Contribute to a culture of curiosity and continuous improvement across the Growth team

Qualifications, Skills and Education:

• Required Qualifications
• Bachelor's degree in Marketing, Business, or a related field, or equivalent professional experience
• 8+ years of CRM, lifecycle, or retention marketing experience, preferably in DTC or eCommerce environments
• Deep experience with Klaviyo including flows, campaigns, segmentation, analytics, and deliverability
• Proven track record of driving measurable revenue growth through email and SMS programs
• Experience managing agency partners and holding them accountable to performance
• Strong commercial acumen including familiarity with LTV, cohort analysis, and contribution margin
• Ability to operate strategically while staying close enough to execution to guide and direct work effectively
• Strong cross-functional collaboration and communication skills
• Curiosity and comfort with AI tools and personalization strategies
• Preferred Qualifications
• Experience managing lifecycle marketing across a multi-brand DTC portfolio
• Familiarity with attribution modeling and its application to owned channel measurement
• Experience in home furnishings, lifestyle, or accessories categories
• Experience evolving a program from early-stage to scaled — building infrastructure, not just optimizing it

Why This Role:

• High-impact role with clear ownership of a key growth channel
• Strong agency partner already in place, allowing focus on strategy and performance
• Clear revenue accountability and visibility into business impact
• Close partnership with Analytics, eCommerce, and Growth teams
• People-first culture with real investment in development
• Opportunity to build and scale lifecycle marketing across a portfolio of distinct DTC brands

We are an equal opportunity employer committed to building a diverse and inclusive team.

Perks and Benefits:

• Competitive Salary: Our compensation philosophy is to be externally competitive, internally fair, and not win or lose on compensation. Salary ranges are developed with the support of national benchmarks and industry best practices that adjusts to your cost of labor, years of relevant experience, skill set, and education.
• Hybrid Work Schedule: We believe in supporting a healthy work–life balance and offer a flexible hybrid schedule, with remote work on Mondays and Fridays and onsite collaboration on Tuesdays, Wednesdays, and Thursdays.
• Health Insurance: We offer a variety of health insurance options (medical, dental, vision, etc.) for all of our team members. Eligible the first month following your start date.
• 401(k): We match 100% up to 3% and then 50% of the next 2% deferred.
• Time Off: Taking time off to recharge is a must whether it is for your personal health or vacation; paid time off starts accruing day 1!
• Observed Holidays: 10 company observed holidays: New Years, Martin Luther King, President's Day, Good Friday, Memorial Day, Independence Day, Labor Day, Thanksgiving, Day after Thanksgiving, Christmas Day.
• Employee Discounts: We offer discounts to our employee across all of our product lines.
• Hit Our Numbers Lunch: When we hit our monthly milestones, we all celebrate!
• Tuition Scholarships: Partnership with UMASS Global for 10%-20% off tuition for you and/or your family.

About Us:

It all started in a small warehouse in California with just three employees, a fax machine and a bell that rang out every time a chair came down the conveyor belt. 30 years later, Exemplis continues to lead, innovate and disrupt an array of industries through its growing family of brands — including SitOnIt Seating, Timbuk2, X-Chair, Maverick, Mavix, Edloe Finch, and Albany Park. From sustainable manufacturing to outreach programs and more, we strive to make a positive impact on everyone we serve. We make sure our people (and their communities) are at the core of our organization. To make a difference, we must be a champion of diversity, inclusion, service and social justice — above all else.