Senior Manager, Lifecycle Marketing & CRM Strategy

What You’ll Be Doing

• Lead lifecycle marketing strategy across email and SMS with a focus on retention, LTV, and winback, by communicating clear strategic vision with a team of copywriters
• Build and optimize automated flows (welcome, post-purchase, replenishment, cross-sell, winback)
• Define lifecycle stages, segmentation frameworks, and contact strategy
• Serve as the go-to SME for CRM platform capabilities
• Build and manage flows, segments, and logic within Klaviyo and Attentive
• Partner with Email Automation Coordinators to execute and scale programs
• Develop audience strategies based on behavior, lifecycle stage, and purchase data
• Lead A/B and multivariate testing to improve engagement and conversion
• Ensure high standards of QA across all lifecycle programs
• Provide email and sms sale projections by SKU to supply chain team
• Support marketers with recommendations on who to target, what products to feature, how often to message, and other key metrics
• Support major campaign moments (e.g., Black Friday, Memorial Day) through better segmentation and targeting
• Measure the impact of lifecycle-driven insights on campaign performance
• Partner with Acquisition, CX, Data, and Retail teams to build CRM-driven experiences (e.g., quizzes, onboarding flows)
• Translate business needs into scalable lifecycle solutions using customer data and automation tool

Qualifications

• 8+ years in lifecycle marketing, CRM, or retention-focused roles
• Deep, hands-on experience with Klaviyo and Attentive
• Strong analytical skills and experience turning data into actionable insights
• Expertise in segmentation, testing, and lifecycle optimization
• Able to balance strategy with execution in a fast-paced environment
• Strong cross-functional collaboration skills