Responsibilities

• Own the end-to-end execution of Filson's email and SMS marketing program using Klaviyo, including campaign planning, audience segmentation, automation, deployment, and optimization.
• Develop and manage the email and SMS marketing calendar in partnership with Merchandising, Planning, and Marketing teams to support product launches, promotions, seasonal campaigns, and business priorities.
• Build, maintain, and optimize lifecycle marketing automations including welcome series, abandoned cart, browse abandonment, post-purchase, win-back, loyalty, replenishment, and other customer journey programs.
• Create and refine customer segmentation strategies to deliver personalized communications that improve engagement, retention, and customer lifetime value.
• Manage subscriber acquisition, list health, deliverability, suppression strategies, and compliance with applicable regulations including CAN-SPAM, TCPA, and GDPR where applicable.
• Continuously optimize campaign performance through A/B testing of subject lines, messaging, creative, offers, timing, and audience segmentation.
• Monitor and analyze key CRM performance metrics including revenue attribution, conversion rates, engagement, deliverability, subscriber growth, and overall program health.
• Prepare regular reporting and performance insights, providing recommendations to improve campaign effectiveness and business results.
• Partner closely with Creative and Content teams to develop compelling customer communications that align with Filson's brand standards and seasonal marketing initiatives.
• Collaborate with Product and Analytics teams to ensure accurate campaign tracking, tagging, data integrity, and measurement across CRM platforms.
• Coordinate with Merchandising and Planning teams to align customer communications with inventory availability, product priorities, and promotional strategies.
• Support broader marketing initiatives as needed, including briefing creative assets aligned with CRM campaigns and assisting with paid media operations alongside agency partners.
• Stay current on CRM best practices, lifecycle marketing trends, platform capabilities, and emerging technologies to continuously improve program performance.