CRM / Lifecycle Marketing Manager (Full-Time, Remote)
Our client is an established outdoor consumer brand with a strong presence across subscription, e-commerce, and major retail channels. Founded over a decade ago, the company pioneered its category and now reaches millions of customers through national retailers and direct-to-consumer platforms. The business is focused on building a lean, profitable, and sustainable growth model, driven by strong fundamentals and measurable impact.
Position Overview
Own the full CRM and lifecycle marketing function for a subscription ecommerce company that is rebuilding its growth engine from the ground up. This person will manage all email and SMS marketing through Klaviyo, build and optimize lifecycle flows that directly impact retention and revenue, run the affiliate program, and use data to continuously improve how we communicate with subscribers at every stage of their journey. You will be the only person in this seat. There is no team to inherit — you are the team.
Core Responsibilities
- Own all email and SMS marketing execution in Klaviyo: campaign calendar, segmentation, A/B testing, deliverability, and performance reporting
- Build, maintain, and optimize lifecycle flows including dunning/failed payment recovery, pre-rebill engagement, win-back, cross-sell, gift-to-paid conversion, and new subscriber onboarding
- Manage audience segmentation across subscriber types (paid, gift, promo) with different communication strategies for each based on their lifecycle stage and churn profile
- Design and execute retention-focused campaigns that reduce voluntary churn and increase subscriber lifetime value
- Run the affiliate program: recruit and onboard affiliates, manage communications, track performance, and optimize incentive structures
- A/B test subject lines, send times, content, offers, and flow logic with statistical rigor — not just gut feel
- Monitor and report on email/SMS channel performance (open rates, click rates, conversion rates, revenue attribution, list health) with written analysis, not just dashboards
- Coordinate with the creative team on email and SMS asset needs, providing performance data to inform what gets produced next
- Proactively flag deliverability issues, list hygiene problems, and engagement drop-offs before they become crises
- Support broader growth initiatives by leveraging the email list (1.6M+ contacts) as a high-leverage owned audience channel
What Makes You the Right Fit
- You think in systems, not sends. Individual campaigns matter, but what you really build is the machine that nurtures subscribers from first touch through year-two renewal.
- You're a retention thinker. You understand that keeping a subscriber is cheaper than acquiring one, and you build flows that prove it.
- You're data driven but action oriented. You don't just report that open rates dropped, you diagnose why, fix it, and document what you changed.
- You're proactive, not reactive. Deliverability issues, engagement cliffs, and broken flows get caught before leadership asks about them.
- You operate independently. This is a solo role with high ownership. You manage your own priorities, and flag what matters.
- You communicate clearly. Your reports tell a story. Your briefs to creative are specific.
Requirements
- Minimum 3 years hands-on experience managing email and SMS marketing in Klaviyo (not just "familiar with", you should be building flows, writing segmentation logic, and debugging deliverability issues)
- Demonstrated experience building lifecycle/retention flows for a subscription or recurring revenue business (dunning, win-back, pre rebill engagement, onboarding sequences)
- Experience with audience segmentation beyond basic demographics: behavioral triggers, purchase history, subscriber type, lifecycle stage
- Track record of measurably improving retention metrics (churn reduction, reactivation rates, LTV increases) through lifecycle marketing
- Experience running A/B tests on email/SMS with structured methodology and documented results
- Strong written communication in English for reporting, creative briefs, and cross team coordination
- Self directed problem solver who surfaces issues before being asked
Preferred Skills
- Experience managing an affiliate or referral program
- Experience with Shopify and Recharge integrations within Klaviyo
- Experience with subscription box or D2C subscription businesses specifically
- Understanding of email deliverability best practices (warm up strategies, list hygiene, spam avoidance, authentication)
- Experience leveraging large dormant or lapsed email lists for re engagement without destroying sender reputation
- Experience with survey tools and customer feedback loops integrated into lifecycle flows
- Experience with Trustpilot or review generation campaigns
- Familiarity with AI tools for content generation, segmentation optimization, or workflow automation
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