Retention Marketing Manager

About the role

We’re leading the way in redefining the workwear category. Our mission is to engineer better boots and apparel for tradesmen and women by working directly with real workers to learn what they actually need. The BRUNT team is devoted to improving on the old workwear standards and creating a community that tradesmen and women can call their own—from weekly hangouts at the BRUNT Garage to hosting events across the country.

Responsibilities

• Own BRUNT’s lifecycle marketing program across SMS and Email, building flows and segmentation logic that move customers through the full lifecycle: from list growth (including on-site acquisition) through first purchase, repeat purchase, and long-term loyalty.
• Architect multi-step, conditional customer journeys with D2C revenue, repeat behavior, and customer lifetime value (LTV) as north star metrics.
• Manage the broader health of SMS and Email channels: deliverability, audience growth, engagement, and conversion.
• Lead the hands-on build of SMS and Email flows directly in Klaviyo & Postscript, partnering with the Email Marketing Associate and creative team on execution and QA.
• Act as BRUNT’s subject matter expert in SMS and Email, tuning the campaign calendar to prioritize revenue-driving and brand-engagement initiatives.
• Leverage past performance data to inform copy and design decisions, and run a thoughtful A/B testing program across campaigns to continuously optimize.
• Build and maintain advanced customer segments from behavioral, transactional, and lifecycle data (RFM, purchase history, engagement, product/category affinity) to power segment-specific messaging.
• Serve as the in-house Klaviyo & Postscript expert, owning flow architecture, list/segment hygiene, and deliverability configuration without relying on outside developers or agencies.
• Understand how customer and order data moves between systems (Shopify, Klaviyo, Postscript, Rivo)—custom properties, events, and integration syncs—and troubleshoot when data or triggers break.
• Ensure Email and SMS compliance with CAN-SPAM and TCPA requirements—managing consent capture, opt-out processing, and quiet hours adherence to protect deliverability and limit brand risk.
• Work cross-functionally with Acquisition, Operations, Product, Creative, eCommerce, Analytics, and Loyalty teams to align on tests, product launches, promotional strategy, and messaging support.
• Monitor Email and SMS metrics across campaigns and automated flows: audience size, open rate, click-through rate, conversion rate, revenue per delivery.
• Track customer and cohort-level performance (LTV, repeat purchase rate, cross-category penetration, RFM/engagement tier migration, cohort retention curves) to show how customers progress through the lifecycle over time.
• Present monthly communication plans to department leadership to align on Email & SMS content strategy.
• Align comms strategy with marketing promotion, inventory planning, and master campaign calendar.
• Partner with Customer Insights to ensure optimal customer data capture, fueling segmentation strategies that power differentiated Email & SMS content paths.
• Drive improvements in cross-category shopping and LTV growth through strategic analysis of customer lifecycle trends, developing incentive/trigger/segment-based strategies to accelerate repeat purchasing.

Requirements

• 2-3+ years of hands-on retention/lifecycle marketing experience, with demonstrated ownership of building (not just briefing) Email and SMS programs.
• Deep, hands-on expertise in Klaviyo & Postscript (or a comparable ESP/SMS provider such as Attentive, Iterable, or Braze)—able to independently build and debug complex, multi-step flows, including conditional splits/if-then branching logic, dynamic content, and API-based triggers, without relying on a developer.
• Comfortable writing basic HTML/CSS and Liquid templating logic (if/else conditional blocks) to personalize content within a single template.
• Strong Excel skills—comfortable building pivot tables, blending data from multiple exports, and turning raw performance data into clean reports and dashboards for leadership.
• Strong command of customer segmentation and data: comfortable building dynamic segments from behavioral and transactional data (RFM, LTV, purchase/engagement history) and mapping them to differentiated content paths.
• Familiarity with data integrations between an ESP/CDP and ecommerce platforms (Shopify)—custom properties, event tracking, and basic troubleshooting when syncs or triggers break; SQL or other data-querying skills a plus.
• Experience with A/B testing.
• Adept in strategic thinking & analytics with a passion for innovation and creative problem solving (familiarity using tools such as Google Analytics, Looker a plus).
• Demonstrated ability to excel in a demanding and ambiguous environment with competing priorities.
• Ability to commute to the office in North Reading, MA 4X per week.

Benefits

• Comprehensive medical, dental, and vision insurance options.
• 401(k) plan with Company Match.
• 15 days of PTO, plus 11 paid holidays and sick leave.
• Performance-based bonus eligibility and Equity if applicable.

Pay

The anticipated salary range for this role is $80,000 USD - $100,000 USD.