CRM & Lifecycle Marketing Lead

About Us Collective Goods Holdings, Inc. (CGH) is a privately held holding company behind Books Are Fun, Inc. — a company with a simple but powerful mission: to inspire lifelong readers by getting kids excited about books. Books Are Fun energizes communities, schools, and families to ensure every child has books at home, because we believe reading can change the world. To learn more about our companies and how we spark a lifelong love of reading, please visit our website at https://booksarefun.com/book-blast Position Summary The CRM & Lifecycle Marketing Lead is responsible for developing, executing and optimizing customer communications that drive conversion, engagement, retention and lifetime value across the Books Are Fun portfolio. This role will primarily support direct-to-consumer products, including Book Bundle Subscription and Book Box Reading Challenge, while also providing lifecycle marketing support for Book Blast and other business initiatives through targeted email and SMS communications. The ideal candidate is deeply experienced in Klaviyo and customer journey development, combining strategic thinking with hands-on execution. They understand how to build automated programs, segment audiences, personalize messaging and optimize performance through testing and analytics. This role owns lifecycle strategy and execution from first engagement through long-term retention. Key Responsibilities Lifecycle Strategy & Journey Development Map and maintain customer journeys across DTC (and B2B audiences when needed). Identify lifecycle opportunities and prioritize automation initiatives. Develop communication strategies that support acquisition, engagement, retention, and reactivation. Create campaign briefs/design and partner with content resources. Marketing Automation & Platform Ownership Serve as the primary owner of Klaviyo. Build, launch and maintain email and SMS programs. Develop audience segmentation and trigger logic. Manage customer data and behavioral triggers. Ensure lifecycle programs are functioning properly and delivering business value. DTC Lifecycle Marketing Primary responsibility for: Book Bundle Subscription Book Box Reading Challenge Including: Welcome Series Browse Abandonment Cart Abandonment Subscription Onboarding Billing Reminders Churn Prevention Winback Campaigns Post-Purchase Flows Review Requests Referral Programs Re-engagement Campaigns B2B Email & SMS Support Support business-to-business communication efforts for Book Blast and future products, including: Seasonal promotions Event-based communications SMS engagement opportunities Partner with Sales, Customer Success, and Marketing teams to improve communication effectiveness and lead conversion. Segmentation & Personalization Build and maintain customer and prospect segments. Develop personalized experiences based on customer behavior, engagement, lifecycle stage, and purchase history. Improve targeting and message relevance across audiences. Testing & Optimization Develop testing roadmaps and experimentation plans. Conduct A/B testing on messaging, creative, offers, timing, and audience segmentation. Continuously improve flow performance and conversion rates. Reporting & Analytics Monitor campaign and automation performance. Analyze customer behavior and engagement trends. Track lifecycle KPIs and provide recommendations. Deliver reporting and insights to leadership. Innovation Embraces an AI-first mindset by proactively identifying opportunities to leverage AI. Evaluates emerging AI tools and capabilities, recommending and adopting solutions that enhance marketing effectiveness and operational efficiency. Applies critical thinking and professional judgment to validate AI-generated content, ensuring accuracy, and brand alignment. Collaborates with cross-functional teams to identify and implement AI-driven solutions that improve customer experience and business performance. Continuously develops AI proficiency by staying informed of evolving technologies. Key Metrics This role is accountable for improving: DTC Metrics Subscriber conversion rate Customer retention Subscription retention Customer lifetime value (LTV) Churn rate Email revenue SMS revenue Flow revenue contribution B2B Metrics Email/ SMS engagement rates Event registration performance Campaign response rates Qualifications Required 3+ years of lifecycle, CRM, retention and email marketing experience Deep hands-on Klaviyo expertise Experience building and optimizing automated email and SMS programs Strong understanding of customer segmentation and personalization Analytical mindset with experience interpreting performance data Preferred Subscription or recurring revenue experience Ecommerce or DTC marketing experience Familiarity with Shopify, Recharge, and customer data platforms Experience supporting both B2C and B2B marketing initiatives Skills & Competencies Klaviyo expertise Lifecycle marketing CRM strategy Marketing automation Email marketing SMS marketing Segmentation strategy Conversion optimization Retention marketing Customer journey mapping A/B testing Analytics and reporting Project management Benefits: 401(k) Dental insurance Vision insurance Health insurance Flexible Spending Account/Health Savings Account Supplemental benefits (critical illness, accident, & hospital indemnity) Employee assistance program Internet stipend Company paid life insurance + buy-up option Company paid short-term & long-term disability insurance 13 paid holidays throughout the year Paid Time Off Paid Volunteer Time Off Work from home Pay This is a full-time salaried role with a compensation fo $100,000/year. Work Location This is a work from home position.