Responsibilities

• Own and drive customer retention revenue across email, SMS, and loyalty, with direct accountability for repeat purchase rate, LTV, and lifecycle conversion.
• Partner with leadership to evolve our existing community VIP program into a full loyalty program, defining the rewards structure, engagement strategy, and implementation roadmap.
• Maintain a working understanding of the paid acquisition ecosystem and how retention efforts integrate with and support customer growth.
• Audit, rebuild, and continuously optimize automated flows, including Welcome Series, Abandoned Cart, Browse Abandonment, Post-Purchase, and Win-Back, and develop new journeys based on customer behavior data.
• Own the full lifecycle architecture from welcome through first purchase, repeat purchase, replenishment, VIP, churn-risk, and win-back segments.
• Proactively identify opportunities to re-engage lapsed customers and retain high-value segments.
• Manage the end-to-end email and SMS calendar, including building, segmenting, testing, and deploying campaigns directly within Klaviyo.
• Maintain a structured A/B testing roadmap with documented hypotheses and findings to drive continuous channel improvement.
• Track and report on key performance metrics (open rate, click-through rate, conversion, repeat purchase, and retention) and translate results into actionable optimizations.
• Analyze customer segments to refine targeting strategies and deepen personalization across the customer journey.
• Collaborate with Marketing, Ecommerce, and Creative teams on calendar alignment and content planning and execution
• Manage project timelines and coordinate asset delivery across teams using project management tools.
• Maintain data integrity and ensure compliance across Shopify and Klaviyo and additional platforms.

Requirements

• 3–6 years of lifecycle, CRM, or retention marketing experience within a DTC or ecommerce environment, with demonstrated ownership of both strategy and execution.
• Advanced proficiency in Klaviyo and Shopify.
• Proven ability to develop and execute lifecycle marketing programs that drive measurable improvements in retention and revenue.
• Strong analytical capabilities, including proficiency in Excel or Google Sheets and experience working with CRM performance data to inform strategic decisions.
• Experience integrating and managing CRM data across multiple platforms.
• Excellent project management and organizational skills, with the ability to manage multiple concurrent workstreams across cross-functional teams.
• Strong written and verbal communication skills, with experience presenting to both creative collaborators and senior leadership.