Lifecycle Marketing & CRM Manager

Job title: Lifecycle Marketing & CRM Manager Type of employment: Full time Shift Schedule: 8AM-4PM PST (atleast 4 hours overlap) A strategic, analytical, and hands-on Lifecycle Marketing & CRM role responsible for leading customer retention strategy across email and SMS. This role owns the end-to-end customer lifecycle, from acquisition and first purchase through post-purchase engagement, loyalty, reactivation, and advocacy. The ideal candidate can build retention roadmaps, manage campaign calendars, configure automated journeys, create customer segments, conduct QA, analyze performance, and translate data into clear next steps that increase repeat purchase rate, customer lifetime value, and long-term brand loyalty. About the Company: The client is a women's fashion and ecommerce brand built on the belief that luxury should be attainable and that real confidence should look good on every woman. Founded by sisters Christina and Teresa Jaide, the brand designs pieces in-house with attention to fit, fabric, and detail, and has grown into a globally recognized label with an Inc. 5000 ranking, a presence in Nordstrom, and a large online community. Objective of this role: Develop and execute a comprehensive customer retention and lifecycle roadmap across acquisition, conversion, retention, loyalty, reactivation, and advocacy. Own and optimize automated email and SMS journeys that increase repeat purchase frequency, average order value, customer lifetime value, and long-term engagement. Manage the email and SMS campaign calendar across product launches, promotions, seasonal moments, and brand initiatives. Build customer segments and personalized lifecycle experiences based on Shopify data, customer behavior, engagement, purchase history, and customer value. Lead testing, deliverability, compliance, campaign QA, reporting, and cross-functional execution to improve retention performance. Responsibilities: Lifecycle strategy and architecture Partner with the Marketing Director to develop and execute a comprehensive customer retention and lifecycle roadmap. Build, maintain, and optimize automated email and SMS journeys, including Welcome, Browse Abandonment, Cart Abandonment, Post-Purchase, Replenishment, Cross-Sell, Win-Back, and Reactivation flows. Own the customer journey following the first purchase, including transactional communications, product education, onboarding, and personalized recommendations. Develop strategies that increase repeat purchase frequency, average order value, customer lifetime value, and long-term engagement. Identify lifecycle gaps and opportunities across acquisition, conversion, retention, loyalty, and advocacy. Campaign management and execution Own the email and SMS campaign calendar across product launches, promotions, seasonal moments, and brand initiatives. Write clear, strategic campaign briefs and partner with Creative on copy, design, and asset development. Manage campaigns from concept through approval, audience segmentation, QA, scheduling, deployment, and reporting. Maintain organized workflows, timelines, and approval processes across multiple campaigns and stakeholders. Ensure every customer communication reflects clients premium brand experience. Segmentation and personalization Develop data-driven customer segments using Shopify, lifecycle behavior, engagement data, purchase history, and customer value. Create tailored communication strategies for high-value customers, new customers, repeat purchasers, at-risk customers, and inactive audiences. Use purchase history and behavioral signals to deliver relevant cross-sell, upsell, and next-best-product recommendations. Partner with internal and external data resources to explore predictive capabilities such as churn risk, purchase propensity, and recommendation modeling. Translate customer insights into personalized, actionable lifecycle experiences. Loyalty, community, and advocacy Lead the messaging and engagement strategy for brand's loyalty initiatives. Develop customer journeys that encourage repeat engagement, reward loyalty, and strengthen emotional connection to the brand. Incorporate reviews, user-generated content, referrals, and social proof into lifecycle communications. Identify opportunities to turn highly engaged customers into advocates for the brand community. Testing and optimization Build and manage a structured A/B and multivariate testing roadmap across email and SMS. Test messaging, creative, subject lines, send times, offers, segmentation, cadence, and flow logic. Establish clear hypotheses, isolate variables, evaluate results, and apply learnings to future campaigns. Maintain campaign and flow reporting while regularly surfacing performance insights, risks, and opportunities. Translate complex performance data into clear recommendations for marketing and cross-functional partners. Deliverability, compliance, and customer experience Proactively manage list health, sender reputation, inbox placement, consent, suppression rules, and overall deliverability. Maintain email and SMS practices that comply with applicable requirements, platform standards, and carrier guidelines. Conduct detailed QA across links, segmentation, personalization, promotional details, creative assets, and mobile formatting. Audit the path from email or SMS through mobile landing pages and checkout to identify customer friction. Partner with Ecommerce and Site teams to recommend improvements that support stronger conversion and retention. Cross-functional leadership Collaborate closely with Creative, Ecommerce, Merchandising, Customer Experience, and Site teams to align lifecycle efforts with launches and business priorities. Support major retention roadmap initiatives, including new program launches, technology rollouts, and segmentation enhancements. Clearly communicate priorities, performance insights, test results, and recommended actions to stakeholders. Keep projects moving in a fast-paced environment while maintaining organization, accuracy, and accountability. Required skills and qualifications: 5+ years of experience in lifecycle marketing, CRM, retention marketing, or growth marketing, preferably within a DTC or ecommerce brand. Proven success developing retention strategies that increase repeat purchase rate, engagement, loyalty, or customer lifetime value. Advanced hands-on experience with a major customer engagement platform such as Klaviyo, Iterable, or Bloomreach; strong Klaviyo experience is highly preferred. Experience managing cross-channel lifecycle programs across email and SMS. Strong knowledge of segmentation, personalization, automation, deliverability, list health, and customer journey development. Demonstrated ability to create strategic roadmaps and learning agendas tied to measurable business outcomes. Advanced understanding of A/B and multivariate testing, including hypothesis development, variable isolation, analysis, and application of results. Strong analytical skills and the ability to translate complex performance data into actionable insights. Experience working with Shopify customer and purchase data. Familiarity with loyalty, reviews, referral, or customer advocacy platforms. Comfort partnering with data or technical teams on predictive models, recommendation engines, churn scoring, or other machine-learning applications. Excellent project management skills and the ability to manage overlapping campaigns, deadlines, and stakeholders. Exceptional attention to detail and commitment to accurate campaign QA. Strong written and verbal communication skills. Proactive, collaborative, and comfortable operating in a fast-paced, evolving environment. Industry experience is required. Preferred skills and qualifications Experience within fashion, apparel, beauty, lifestyle, or another high-growth consumer brand. Experience with HTML and CSS for email troubleshooting. Familiarity with customer analytics, attribution, and data-visualization tools. Experience launching or optimizing a loyalty or rewards program. Experience working with Postscript, Attentive, Yotpo, Okendo, or similar platforms. Advanced experience with Klaviyo. Experience with Iterable or Bloomreach. Familiarity with predictive modeling, recommendation engines, or churn-scoring tools.