Responsibilities

• Set strategic direction for lifecycle and CRM programs across email, SMS, loyalty, reviews, direct mail, and other owned channels, driving long-term revenue growth and customer lifetime value
• Develop an annual retention roadmap that translates business goals into quarterly initiatives, defines measurable success metrics, and clarifies departmental priorities
• Define the strategic vision for promotions and product launches across owned channels, ensuring lifecycle marketing is tightly integrated into every major moment on the calendar
• Prioritize CRM flows and campaigns across the full lifecycle, determining where to invest, what to test, and how to sequence and segment programs to drive the greatest impact on repeat purchase and LTV
• Champion brand advocacy through evergreen lifecycle content, building strategies that deepen emotional connection with CALPAK, reinforce brand identity, and turn customers into active advocates
• Own the loyalty program strategy, designing a program that is genuinely differentiated and compelling, giving customers meaningful reasons to return and driving measurable improvements in LTV and repeat purchase rate
• Own the referral program strategy, building loops that drive incremental acquisition at an efficient cost
• Own the reviews strategy, building programs that generate authentic social proof, strengthen brand trust, and feed customer insights back into the broader retention and product strategy
• Serve as CALPAK's subject matter expert on retention and customer behavior, maintaining a data-backed point of view on program performance, knowing what drives customers to purchase and purchase again, and identifying opportunities for meaningful improvement across every stage of the journey
• Define the segmentation and personalization vision for the lifecycle program, setting the strategic framework that ensures every customer interaction is relevant, timely, and grounded in data

Requirements

• 7+ years in retention, lifecycle, or CRM marketing, with 3+ years in a leadership or management role
• Deep expertise in email, SMS, and lifecycle automation (Klaviyo, Attentive, or equivalent)
• Experience with loyalty and referral program strategy, execution, and optimization
• Strong command of audience segmentation, personalization, and data-driven decision making
• Proficiency with analytics and reporting tools; you know the story behind every number and what to do next
• Experience managing and developing a team, as well as agency and technology partners
• DTC or e-commerce experience required; consumer product or lifestyle brand strongly preferred
• A builder's mentality, energized by creating structure, process, and clarity where it doesn't yet exist

Benefits

• Annual bonus plan
• Medical, Dental & Vision insurance
• 401K w/ company matching
• Life insurance & Disability coverage
• Accrued paid time off & floating holidays
• Monthly wellness credits
• Dog friendly office
• Employee discount