At Invisible Fence® Brand we are every bit as passionate about the well-being of pets today as we were when our founder created the world’s first dog fence. It’s that commitment that keeps us going and growing. It is in the way we continue to pioneer powerful, industry-changing pet solutions,. It is in the way of our ongoing Shelter to Forever Home Program. It is in the way we provide expert care to you and your pet from your neighborhood Invisible Fence® Brand dealer. Most of all, it is our commitment in the worry-free way you enjoy your pet’s companionship. The way we look at it, nothing could be more revolutionary—or more wag-worthy—than that! When it comes to improving the lives of pets and their people, it’s never a job. It’s a labor of love. Position Overview We are seeking a strategic and data-driven Lifecycle Marketing Specialist to lead the development and execution of our CRM strategy supporting global Direct-to-Consumer (DTC) lead generation and ecommerce initiatives. This role focuses on driving consumer acquisition, conversion, retention, and loyalty through impactful email and SMS campaigns, and unlocking personalization at scale. You will play a key role in supporting our Direct-to-Consumer (DTC) growth goals by creating engaging, targeted communications that enhance the consumer journey and maximize lifetime value. This position requires a balance of creativity, analytical thinking, and cross-functional collaboration. Key Responsibilities Develop and execute end-to-end CRM strategies to support DTC objectives, focused on consumer acquisition, engagement, conversion, and retention. Design, build, and optimize targeted email and SMS campaigns, loyalty programs, and other personalized consumer touchpoints. Leverage customer data to create advanced segmentation strategies and personalized journeys that enhance the consumer experience in email, SMS, print, social media and other marketing channels. Analyze CRM performance metrics—including acquisition rates, engagement, conversion rates, and customer lifetime value—to identify insights and areas for improvement. Collaborate with analytics and paid media teams to connect lifecycle performance into attribution frameworks, ensuring CRM efforts are accurately measured and optimized. Manage and optimize email and SMS deliverability, including inbox placement, sender reputation, unsubscribe/spam complaint rates, and list hygiene. Lead the CRM campaign planning process, including calendar development, testing strategies, and campaign execution. Utilize AI-powered tools and automation to enhance segmentation, predict customer behavior, optimize send times, personalize content, and improve overall campaign performance. Maintain and improve CRM platform functionality and data quality, ensuring compliance with privacy and industry regulations. Develop and manage a roadmap to advance CRM capabilities, with a focus on scalable personalization and automation. Stay current with industry trends, emerging technologies, and CRM best practices to continuously evolve lifecycle marketing strategies. Skills & Qualifications: 3+ years of experience in CRM, lifecycle marketing, or a related field, ideally within a direct to consumer environment. Bachelor’s degree in Marketing, Communications, Business, or a related field preferred. Proven track record of driving business outcomes through email, SMS, and personalized CRM campaigns. Hands-on experience with CRM platforms and interactions with marketing (e.g., Salesforce Marketing Cloud, Klaviyo, Bluecore, HubSpot) and analytics tools. Strong understanding of customer segmentation, behavior-based targeting, and marketing automation. Exceptional analytical and problem-solving skills with the ability to turn insights into action. Experience with attribution modeling or interpreting attribution reports to inform lifecycle decisions. Comfortable analyzing multi-channel data (paid media, web, CRM) to uncover drivers of acquisition and retention. Excellent verbal and written communication skills; comfortable presenting ideas to cross-functional teams. Detail-oriented with strong project management and organizational abilities. Knowledge of privacy regulations (e.g., GDPR, CCPA) and CRM data compliance standards. To learn more about PetSafe Brands and Invisible Fence® Brand, our history, culture and community involvement, please visit https://petsafebrands.com/ PetSafe Brands, formerly known as Radio Systems Corporation, is headquartered in Knoxville, TN. It has been named “The Marble City” and "Scruffy City", names we have embraced for our unique charm. We are the home of 1982 World’s Fair and we boast of 21 craft breweries around the city (click here for the Ale Trail). If you like to hike or camp, visit the Great Smokey Mountain National Park. Take your pick of outdoor activities from walking, tubing, running, or biking in our Urban Wilderness. Knox County has an amazing public-school system, no state income tax, low property taxes and cost of living. We host Music and Shakespeare on the Square as well as Family Movie Nights on the Square during the summer months in downtown Knoxville. Our Company: PetSafe Brands is the world leader in pet products through our family of brands:PetSafe® Brand, SportDOG® Brand, Invisible Fence® Brand, Kurgo and Premier Pet. PetSafe® Brand makes every product from leashes and harnesses to water fountains and litter boxes. We have an ambitious goal of touching over 21 million pets, people, and communities around the world each year. We serve a broad range of pet owners from providing the hunter the best gear for a successful hunt to accommodating the “Not-So-Crazy Cat Lady” with all the entertaining toys and effective solutions she could ever imagine. We do this by creating a culture of enthusiasm, resilience, adaptability, and teamwork every day in the office. We work hard to be our community’s employer of choice as we all live our purpose: We exist to unleash freedom for pet parents by keeping their pets happy, healthy and safe.