Senior Manager, CRM and Retention Marketing

The Senior Manager, Retention is responsible for end-to-end strategy and execution of email, SMS, and loyalty programs, with a clear mandate to maximize customer lifetime value, repeat purchase rate, and long-term brand affinity.

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.

Primary Functional 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

Required Experience & Skills

• 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