Lifecycle, Retention and Loyalty Manager

Responsibilities

• Own and scale Email and SMS as key revenue-driving channels for the North America ecommerce business
• Unlock the full revenue potential of CRM through data-driven strategy, testing, and optimization
• Establish and track clear performance metrics such as:
  • CRM revenue contribution
  • customer lifetime value (LTV)
  • repeat purchase rate
  • engagement and retention metrics
• Develop and optimize end-to-end lifecycle journeys, including:
  • welcome series
  • post-purchase flows
  • replenishment and cross-sell
  • winback and churn prevention
• Build segmented and personalized communication strategies to drive engagement and long-term value
• Differentiate channel roles across Email, SMS, and Push to maximize impact without over-saturating customers
• Develop and manage a comprehensive CRM content calendar aligned with marketing campaigns, product launches, and key business moments
• Ideate email, SMS, push notification content that balances brand storytelling with performance objectives
• Channel Expansion (SMS and Push)
• Build and scale SMS as a core revenue channel, including strategy, testing, and compliance
• Partner with mobile and app teams to develop push notification strategies such as Tapcart or similar platforms
• Creative and Operational Excellence
• Templatize and systematize email and SMS design to improve speed, consistency, and scalability
• Partner with creative teams to ensure high-quality, on-brand communications across all CRM channels
• Continuously test and optimize messaging, timing, and creative formats through A/B and multivariate testing
• Loyalty and Retention Programs
• Develop and manage a North America-specific loyalty program to drive repeat purchase and customer engagement
• Identify and execute strategies to increase purchase frequency and long-term customer value
• First-Party Data and CRM Analytics
• Drive first-party data acquisition across all customer touchpoints such as email capture, SMS opt-ins, and onsite experiences
• Build and own CRM reporting, dashboards, and performance analysis to generate actionable insights
• Use customer data to inform segmentation, personalization, and broader marketing strategy

Qualifications

• Strong analytical thinking and lifecycle marketing expertise
• A deep understanding of customer behavior
• Experience with CRM platforms (e.g., Salesforce, Marketo, Pardot)
• Experience working on Shopify (or similar e-commerce platform)