Retention & CRM Senior Manager

About the role

TULA and sister brands are scaling from digital-first brands into omnichannel players, and retention economics are now a primary lever of DTC profitability. We're hiring a Retention & CRM Senior Manager to own email, SMS, loyalty, and subscription across both brands — a strategic, hands-on, revenue-owning role charged with turning owned channels into a compounding, always-on growth engine. The ideal candidate is an expert in retention and lifecycle marketing, plugged into DTC and beauty trends, and excited about leveraging AI to enhance performance and workflow.

Responsibilities

• Retention & CRM Strategy: Set the retention roadmap across TULA and sister brands, with clear revenue, retention rate, and LTV targets by brand. Build the annual and quarterly lifecycle calendar, balancing always-on flows, campaign moments, and brand storytelling.
• Email & SMS: Own strategy, segmentation, and performance across email and SMS for both brands. Brief and direct the CRM agency on execution. Drive continuous testing of offers, cadence, creative, and audience segmentation to increase revenue per send and reduce list fatigue. Lead list growth strategy across email and SMS, collaborating cross-functionally to acquire new subscribers ahead of the unsubscribe rate.
• Loyalty: Own the loyalty program strategy and roadmap — enrollment growth, tier design, redemption behavior, and its contribution to repeat purchase and LTV.
• Subscription: Own subscription strategy end-to-end: acquisition into the program, plan/cadence optimization, subscription incentives, save-and-win-back flows, and churn reduction.
• Data & Iteration: Analyze cohort retention, LTV curves, channel-level attribution, and flow-by-flow performance to translate data into a prioritized action plan. Build reporting cadence and dashboards to make retention performance visible and actionable to leadership.
• Agency Management: Set strategy, briefs, and standards for the CRM execution agency; hold them accountable to a results-first roadmap and a fast test-and-learn cadence.
• AI & Workflow Innovation: Identify and pilot AI tools/workflows that improve personalization, segmentation, content velocity, and reporting for both the brand and internal operations.
• Cross-Functional & Cross-Brand Leadership: Partner with brand, creative, ecommerce, and paid media teams to ensure retention strategy reflects each brand's distinct voice while sharing best practices and infrastructure across TULA and sister brands.

Success Metrics

• Retention rate and repeat purchase rate by brand
• Customer LTV and LTV:CAC contribution from retained customers
• Email + SMS attributed revenue and % of total DTC revenue
• Subscription enrollment, retention, and churn rate
• Loyalty enrollment, engagement, and redemption rate

Requirements

• 7+ years in CRM, lifecycle, or retention marketing, ideally in DTC beauty, CPG, or a comparable high-frequency-purchase category
• A track record of owning revenue targets through email, SMS, loyalty, and/or subscription — not just running programs, but growing them
• Deep fluency in CRM/ESP platforms (e.g., Klaviyo, Attentive, Yotpo, or similar) and in reading performance data to find the next lever
• Experience managing agencies or external execution partners, with the strategic authority to direct rather than simply approve their work
• A genuine passion for the beauty and DTC space — someone who follows the industry, studies great retention and lifecycle programs, and brings fresh inspiration into the work
• Real curiosity about applying AI to marketing performance and team workflows, with examples of tools or approaches you've tested or implemented
• A blend of analytical rigor and brand instinct — equally comfortable in a cohort analysis and in a creative review
• A bias toward action: relentlessly results-oriented, allergic to "good enough," and energized by daily iteration

Work Environment

This role suits someone who wants ownership, not just execution — measured on sales and retention outcomes. You'll work closely with the CRO and cross-functionally across two distinct, growing brands inside a P&G-backed platform, combining the speed of a challenger brand with the resources of a strategic parent.