Responsibilities

• Own and lead the lifecycle marketing strategy across email, SMS, and mail channels to support customer acquisition, onboarding, engagement, retention, and winback.
• Develop segmentation strategies to deliver targeted and personalized campaigns based on behavioral, transactional, and demographic data.
• Design and optimize automated lifecycle journeys (e.g., welcome series, abandoned cart, reactivation) and promotional campaigns to increase conversion, drive purchase rates, and decrease return rates.
• Drive database growth and health, including opt-in strategies, list hygiene, and compliance with privacy regulations (CAN-SPAM, TCPA, GDPR, etc.).
• Set and manage KPIs for acquisition, retention, engagement, churn reduction, and revenue contribution from email/SMS.
• Partner with Creative and Content teams to ensure messaging is compelling, brand-aligned, and optimized for performance.
• Conduct A/B testing across campaigns and automation flows to continuously improve performance.
• Analyze and report on campaign effectiveness, customer behavior trends, and key business metrics.
• Evaluate and manage relationships with ESPs, SMS platforms, and other Martech partners.

Requirements

• 6+ years of experience in digital or lifecycle marketing, including 2+ years in a leadership role focused on email and SMS
• Proven track record building and scaling lifecycle operations in eCommerce and DTC business environments that drive revenue and retention
• Deep understanding of CRM strategy, customer segmentation, personalization, and marketing automation tools
• Strong analytical skills and comfort working with data to inform decisions (experience with tools like Google Analytics, Looker, Tableau, etc.)
• Hands-on experience with major ESPs (e.g., Klaviyo, Braze, Iterable) and SMS platforms (e.g., Attentive, Postscript)
• Familiarity with customer journey mapping and growth frameworks
• Strong project management and cross-functional collaboration skills
• Excellent communication and leadership capabilities