Senior Manager, CRM & Retention Marketing

About the role

Sitting at the intersection of marketing, ecommerce, and data, this leader will drive a best-in-class retention program that deepens customer relationships, increases engagement, and fuels profitable growth.

Responsibilities

• Retention Strategy & CLTV Growth
  • Define and execute a comprehensive retention strategy focused on increasing CLTV, purchase frequency, and customer engagement
  • Own key retention KPIs including repeat rate, churn reduction, AOV, and cohort performance
  • Develop customer segmentation strategies to personalize lifecycle journeys across channels
  • Identify and scale high-impact opportunities across onboarding, cross-sell, and winback
• Email & SMS Marketing
  • Lead the strategy, planning, and execution of email and SMS programs across all lifecycle stages
  • Oversee campaign calendar, automation flows, and triggered messaging (welcome, post-purchase, replenishment, winback, etc.)
  • Continuously optimize channel performance through testing (creative, cadence, offers, segmentation)
  • Partner with creative and content teams to deliver compelling, on-brand messaging
• Loyalty & Customer Engagement
  • Own and evolve the loyalty program strategy, including program structure, benefits, and member experience
  • Identify opportunities to drive enrollment, engagement, and incremental revenue from loyalty members
  • Integrate loyalty into broader lifecycle marketing to create a seamless, high-value customer journey
• Lead Through Innovation
  • Stay ahead of industry trends, leverage emerging technologies, and champion AI-driven solutions that enhance CRM performance, personalization, and operational efficiency
• Data, Analytics & Testing
  • Leverage data to inform strategy, including cohort analysis, LTV modeling, and customer behavior insights
  • Establish a robust testing roadmap across channels to continuously improve performance
  • Partner with analytics teams to build dashboards and reporting that track retention health and ROI
  • Translate insights into actionable strategies that drive measurable business impact
• Cross-Functional Collaboration
  • Partner closely with Ecommerce, Acquisition, Digital Experience, and Brand Marketing teams to align on customer journey and growth priorities
  • Collaborate with IT to ensure best-in-class martech stack and execution
  • Align retention efforts with broader promotional, merchandising, and product strategies
• Team Leadership
  • Manage and develop a high-performing retention team
  • Foster a culture of ownership, experimentation, and continuous improvement
  • Provide clear direction, prioritization, and coaching to drive team effectiveness

Requirements

• 6-8 years of experience in CRM, retention, or lifecycle marketing, preferably in DTC or ecommerce
• Proven track record of driving CLTV growth and retention performance at scale
• Deep expertise in email and SMS platforms (Klaviyo, Attentive a plus)
• Experience owning or contributing to loyalty program strategy and execution
• Strong analytical mindset with experience in cohort analysis, segmentation, and testing frameworks
• Ability to balance strategic thinking with hands-on execution
• Excellent cross-functional leadership and communication skills
• Experience managing and developing teams