Responsibilities

• The role: Retention Marketing Lead The Retention Marketing Lead plans, designs, and builds the emails, rewards, and loyalty programs that turn first-time buyers into customers who come back. You own email content from idea to inbox, and you own the programs that make a Lyons Leather Co. customer worth more over time.You report to our Head of Growth & Marketing, who owns the marketing calendar and our retention targets.
• The challenge you\'ll take on Our year-over-year churn is too high. We are also moving away from renting attention through paid ads and toward an audience we own, and that only works if the customers we win keep coming back. Email, SMS, and loyalty are how we keep them.
• You will build the retention engine: the campaign and flow content, the design and code behind it, and an upgraded rewards, referral, and loyalty program that raises repeat purchase rate and lifetime value.
• How you work
• - Reporting. Send an accurate weekly report, organized by program and flow, before the Monday meeting so everyone arrives having read it. Cover revenue, repeat purchase rate, churn, list growth, deliverability, unsubscribe and complaint rates, and what you\'re doing about any miss.
• - Documentation. Keep your plans, templates, and processes in Notion so the work runs the same way every time, even when you\'re out.

Requirements

• You are a retention marketer first. You have worked hands-on in email, SMS, or loyalty for a DTC brand (as an employee, a freelancer, or on your own projects) and can show what you did and what it earned.
• You plan, design, and build. You come up with the idea, write the brief, design the email, and build it in Klaviyo. You don’t need a separate designer and developer for everyday sends, and you can brief ours when a project is bigger.
• You understand rewards, loyalty, and lifetime value. You know how points, tiers, perks, referral, and VIP programs work, what they cost, and when they pay for themselves. You can design a program for a premium brand that does not discount all the time, and explain why it works.
• You are extremely detail-oriented. This is an important requirement for this role. You proofread everything twice. You notice the wrong price, the broken link, the off-brand photo, and the number that doesn’t add up, and you fix it before anyone else sees it. Your work rarely needs a second review.
• You are organized. You love using a platform like Notion to document plans, templates, and SOPs, and to keep your task lists written down and current. You do not operate in chaos.
• You are self-sufficient and creative. You don’t wait for the founder to hand you content, ideas, or creative. You bring fresh ideas that make our emails and rewards stand out.
• You live the brand. You understand our brand deeply and protect it in every decision. You ask why before anything goes out, and you hold every piece of work to the brand's standard.
• You also have:
• - 1–4 years in retention, lifecycle, or CRM marketing, ideally at a DTC brand on Shopify or Shopify Plus, or a portfolio that shows you are beyond your years.
• - Expert, hands-on Klaviyo skills: auditing and improving existing flows, segments, templates, dynamic content, and reporting. Experience with SMS is a plus.

Preferred

• - SMS is a plus.