Lifecycle Marketing Manager

About TRUEWERK

At TRUEWERK, we believe craftsmanship is a mindset that should be applied to every endeavor. We value precision in the details, discipline in the process, and a commitment to excellence whether we’re building a house or a spreadsheet. We believe the people whose skilled, physical work keeps our society running deserve gear that mirrors the tremendous value they create. We meticulously design, test, and refine every product to optimize performance and reflect the pride and professionalism of the people who rely on it. We serve customers across the U.S. and Canada through TRUEWERK.com, Amazon, and a growing network of retail and enterprise partners. Backed by a dedicated team of about 50 employees and a strong growth trajectory, we’re building a company – and a culture – grounded in performance, integrity, and continuous improvement.

Responsibilities

• Co-own CRM-attributed revenue, with primary ownership of campaign strategy, promotions, and execution across email and SMS.
• Own the CRM campaign calendar, keeping it aligned with promotional moments, merchandising priorities, and cross-functional initiatives.
• Define audience strategy and messaging approach for each campaign, and collaborate on customer segmentation to ensure campaigns are tailored to lifecycle stage and customer value.
• Support the build, QA, and ongoing optimization of lifecycle automation flows, including triggered and behavior-based communications, monitoring live performance and recommending optimizations to improve key KPIs.
• Drive CRM-sourced acquisition by growing the addressable list and optimizing on-site capture mechanisms — pop-ups, offers, and ongoing testing.
• Partner with Ecommerce and Analytics to improve conversion and first-purchase performance through capture strategy testing.
• Perform campaign- and channel-level analytics, surfacing insights on audience behavior, offer performance, and messaging effectiveness, and translating them into improvements across targeting, offers, cadence, and capture.
• Maintain weekly, monthly, and quarterly CRM performance reporting built for clarity and decision support.
• Partner with the Senior Manager of Lifecycle Marketing & Loyalty to develop and execute a quarterly CRM testing roadmap, running tests end to end and informing best practices over time.
• Partner with Creative, Copy, Brand, and Ecommerce to brief campaigns, secure timely asset delivery, and give feedback that keeps work aligned with brand standards and lifecycle best practices. Support CRM initiatives across loyalty, brand storytelling, and sales messaging as needed.
• Partner with CRM platform vendors to fully leverage platform capabilities, identify opportunities to test new tools and workflows, and monitor deliverability, data hygiene, and compliance with opt-in and messaging regulations.

Requirements

Must Have

• 5+ years of experience managing email and SMS programs, preferably within a DTC ecommerce business
• Proven experience executing CRM campaigns tied to revenue, promotions, and lifecycle performance
• Strong project management skills, including managing cross-functional projects with multiple stakeholders and directing contractor or agency resources
• Testing and experimentation experience: You must be able to look at data and create a hypothesis for testing, and understand how to measure incremental lift
• Hands-on experience with Klaviyo or similar ESPs (Mailchimp, Listrak, or Salesforce Marketing Cloud) and Attentive or a comparable SMS platform
• Experience working in Shopify/Shopify Plus
• Experience with analytics and attribution platforms such as Triple Whale, Looker, or Google Analytics
• Advanced proficiency in Google Sheets or Excel for reporting and analysis

Preferred

• Experience in apparel, outdoor, footwear, or another consumer goods brand in a Direct-to-Consumer (DTC), digitally-native environment
• Experience with Yotpo or another loyalty platform like Smile.io, LoyaltyLion, Rivo, or Bubblehouse
• Familiarity with Monday.com or other PM tools like Asana, Trello, ClickUp, etc.
• Working familiarity with Figma or another design platform like Adobe XD or Sketch

Benefits

• Employer-paid medical (HDHP & PPO options) and dental plans
• Optional vision, pet, accident, cancer, critical illness, and hospitalization insurance
• Company-sponsored life, AD&D, short-term disability, and long-term disability coverage
• Affordable coverage for dependents and domestic partners
• HSA with monthly employer contribution
• FSA, dependent care, and commuter spending accounts
• Employee Assistance Program (free mental health, financial, and legal counseling)
• Professional development reimbursement program
• Volunteer and community-building opportunities
• 401(k) with company match
• Monthly hybrid work stipend
• Hybrid working schedule (with great snacks!)
• Annual performance bonus
• Unlimited PTO policy and paid company holidays
• Free workwear for you and discounts for friends and family

Pay

Salary Range: $90,000-$100,000 base salary + bonus