Klaviyo & Lifecycle Marketing Lead

Reports to: Head of Retention

Location: Remote, async-first

Commitment: Full time, dedicated to Rest. No other clients, no fractional arrangements, no side accounts

The job:

Retention channels — email and SMS today, more tomorrow — are one of the largest revenue lines in this business. We want one person who owns how they run, end to end.

You are in the account every day. Reading what happened yesterday and changing something because of it. Not reviewing dashboards, not briefing someone else to make the change. If a week passes where you have not touched a flow, this is the wrong role. That daily habit is the entire job. Everything below is what it applies to.

How this role fits:

Retention at Rest runs as two layers. The audience layer — enriched customer data, segment definitions, lifecycle stage design — is owned by our Head of Retention, increasingly powered by AI. The channel layer is yours, entirely. The handshake is simple: the audience layer defines who should hear what and why — "lapsing second-purchase buyers, high churn risk, should hear the cross-sell angle." You decide how that becomes a flow — cadence, channel, creative direction — and you build it. Nobody overrides your sends, and nobody QAs them but you.

What you own:

• Klaviyo, entirely. Flows, campaigns, forms, deliverability — every send, every channel in the account
• The channel decisions. How audience blueprints become messages: cadence, channel choice, creative direction. You brief creative, you QA, you ship
• Email and SMS as one programme — not an email person who tolerates SMS — with room to add channels as they earn their place
• SMS compliance for the US market: TCPA, opt-in hygiene, quiet hours. The liability lives with you, not legal
• List growth and list health. Acquisition, sunsetting, and the quality of what remains
• Deliverability. Placement, spam rates, authentication, reputation. Yours, not IT's
• Loyalty and referral touchpoints in flows — executing the rewards programme's moments across the lifecycle
• Segment implementation in Klaviyo — building and refining the segments the audience blueprints call for, and flagging what the data says back

What you do not own:

• Segment definitions, lifecycle stage design, and stage-progression measurement sit in the audience layer with the Head of Retention.
• The rewards and referral programme's strategy and revenue target sit there too — you execute its touchpoints.
• Design and copy production, customer experience, and post-purchase research sit with peers on the retention team.
• Paid media and the site sit elsewhere.

How you're judged:

• Flow and campaign revenue
• Deliverability performance
• List growth and list health

First 12 months:

• Retention-channel revenue up, without leaning harder on discounts
• Flow architecture rationalised. Some of what is live earns its place, some does not
• Deliverability provably healthy, with metrics to show it
• SMS grown into a real second channel, compliantly
• Segments in the account that reflect how people actually buy from us — implemented crisply from the audience blueprints, improved by what you see in the sends

Must have:

• Deep hands-on Klaviyo. You have built flows, not briefed someone else to build them
• Email and SMS at scale, in the same programme
• In-house, brand side. You have owned a brand's retention channels as an employee, accountable for the revenue
• You work with AI in the loop. Using it daily, with a view on where it helps and where it produces confident rubbish
• Real deliverability competence. Authentication, reputation, thresholds, and what to do when placement drops
• Detail rigour under volume. This programme reaches most of our customers most weeks. Small errors compound in public
• Segmentation beyond "engaged 90 days." Behavioural, lifecycle, purchase-based

Not a fit if:

• Agency, fractional, or splitting attention across brands
• Email-only, SMS as a side channel
• Batch and blast
• You treat deliverability as someone else's problem
• You need to own audience strategy end-to-end to feel effective — here it's a partnership, and the channel authority is fully yours

About Rest:

We're a global, remote-first sleep brand redefining comfort through innovation in form, material, and technology. Our mission is simple: Ensure Everyone Gets a Good Rest.