Retention & CRM Manager
Krave Beauty, LLC., New York, NY, United States
Hi there! We’re KraveBeauty, a fast-growing K-Beauty–inspired skincare brand built for people who believe the industry can do better. Founded by beauty creator Liah Yoo and co-created with our passionate community, we’re here to Press Reset on the norms of beauty by putting skin health, sustainability, and humanity first.
We’re not just making skincare. We’re building a thoughtful, values-driven company from the inside out. That means rethinking how products are made, how teams collaborate, and how a beauty brand can show up for people and the planet. We’re a small but mighty team that moves with curiosity, creativity, and care.
We believe innovation happens when we slow down, listen to our skin, and lead with intention. If you’re excited to build something that truly matters, you’ll feel right at home here.
About this position The Retention & CRM Manager will own and optimize the brand’s customer lifecycle programs, as well as find new ways to drive repeat purchases and increase overall customer LTV. This role offers an exciting opportunity for someone looking to learn and grow quickly alongside a fast-growing, innovative team. The ideal candidate is well‑versed in key retention channels such as Email, SMS, and has a successful track record scaling retention‑driving efforts in a startup environment. You’re passionate about the end‑to‑end customer journey - relentless at finding the levers to drive customer engagement and retention.
You will report to the Senior Manager of Ecom & Digital Marketing and work closely with the Marketing and Creative teams. We are seeking someone that is not only creative, but also is sustainability‑minded and craving an opportunity to create a positive impact in the industry.
Your Role & Responsibilities at KraveBeauty Customer Communications Strategy
Develop & own email & SMS communication strategy
Oversee the customer lifecycle journey via campaign strategy, data, content, and personalization, including transactional messages.
Ownership of asset briefing, deployment, and optimization taking a “Test, Learn, & Optimize” approach.
Explore and test tactics and ideas to boost returning customer AOV via communication channels including email, site, and SMS.
Participate in special projects within DTC (such as CRO initiatives) that touch the existing customer journey and support objective of increasing AOV.
Add messaging programs that decrease time to first purchase, increase repeat purchase rate, reduce churn, and convert active customers across product categories.
Implement AB testing roadmap for all emails and SMS (including but not limited to imagery, copy, & segmentation). Own testing reporting, identify, communicate, and implement insights.
Analyze and use email/sms Key Performance Indicators (KPIs) to guide cross‑functional brand and creative teams to improve overall email/sms performance.
Loyalty
Support the launch of a Krave Beauty loyalty program.
Manage the KB loyalty program strategy in collaboration with external 3rd parties and internal teams including creative.
Identify ways to grow the program alongside the brand, evolving loyalty offerings, and creating experiences that build emotional connections with customers.
Own and manage KraveBeauty’s Subscription program. This includes managing the day‑to‑day of the program, as well as growing subscribers through a mix of optimization and marketing.
Own subscription customer analysis via metrics like LTV.
People & Budget Management
Manage and oversee retention agency responsible for end‑to‑end execution of email and SMS programs, ensuring timely delivery, quality output, and alignment with brand, performance goals, and campaign strategy.
Manage email credit usage to ensure retention channels remain within allocated budget while optimizing send volume and performance efficiency.
Reporting & Data Analytics
Regularly report on all CRM marketing activities (email, SMS, subscription, loyalty, AOV initiatives) and share insights with the wider team & business.
Champion returning customers and returning customer AOV within the business and report against returning customer targets.
Collaborate with CMO on insights into returning customers, LTV, AOV, and campaign results.
General
Work closely with DTC and Finance to develop and implement strategies that directly support the brand’s overarching ecommerce growth goals and efforts.
Manage and identify all vendor and technical platforms that directly support retention efforts, and continuously forge new relationships to ensure KraveBeauty is leveraging the best‑in‑class tools to maximize impact.
Conduct market research to identify new revenue opportunities, the latest trends and competitive landscape.
You’re a people person, outgoing and not afraid to reach out, explore new connections and maintain healthy, fruitful relationships with others.
You’re a good communicator, you can outline your ideas and communicate feedback in a clear, direct, and yet compassionate way.
You’re a highly organized, and able to keep every party accountable for their responsibilities and deadline.
You have the ability to balance competing priorities and manage multiple processes at the same time.
You’re collaborative, you go into a project with a teamwork mindset and are open to new ideas and welcome constructive feedback from others.
You understand the mission of KraveBeauty deeply and have a desire to build something that matters.
You personally believe in doing well by doing good.
Technical but Important Stuff
Minimum 5+ years experience in Retention / CRM role required.
Experience creating strategy that drives customer retention targets including loyalty & subscription programs.
Experience in beauty and/or wellness industries a big plus, but not required.
Extensive experience working in CRM tools such as Klaviyo, Attentive and Loyalty programs (i.e. Yotpo, Okendo, Loyalty Lion).
You know CRM is so much more than just sending emails; you’re excited to think outside the box regarding how to drive customer engagement.
Hands‑on experience with data analytics and utilizing such tools as Tableau, Google Analytics, Excel, etc.
Ability to build customer level forecasts (customer cohort analysis, LTV analysis).
Experience working with ecommerce platforms (like Shopify).
Skills for analytical and data‑driven thinking; ability to assess, interpret and act on results.
Deep understanding of Email and SMS KPIs and how to analyze them to derive and implement insights.
Job Information
Terms of employment: Full‑Time
Salary $90,000 + discretionary bonus
Location: NYC, in‑office 2x / week
Unlimited PTO days
14 paid holidays
401K Matching (100% of first 3%)
Up to 100% employer‑covered Health, Vision, Dental, Life and AD&D insurance
We are an Equal Employment Opportunity (“EEO”) Employer. It has been and will continue to be a fundamental policy of KraveBeauty not to discriminate on the basis of race, color, creed, religion, gender, gender identity, pregnancy, marital status, partnership status, domestic violence victim status, sexual orientation, age, national origin, alienage or citizenship status, veteran or military status, disability, medical condition, genetic information, caregiver status, unemployment status or any other characteristic prohibited by federal, state and/or local laws. This policy applies to all aspects of employment, including hiring, promotion, demotion, compensation, training, working conditions, transfer, job assignment, benefits, layoff, and termination.
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We’re not just making skincare. We’re building a thoughtful, values-driven company from the inside out. That means rethinking how products are made, how teams collaborate, and how a beauty brand can show up for people and the planet. We’re a small but mighty team that moves with curiosity, creativity, and care.
We believe innovation happens when we slow down, listen to our skin, and lead with intention. If you’re excited to build something that truly matters, you’ll feel right at home here.
About this position The Retention & CRM Manager will own and optimize the brand’s customer lifecycle programs, as well as find new ways to drive repeat purchases and increase overall customer LTV. This role offers an exciting opportunity for someone looking to learn and grow quickly alongside a fast-growing, innovative team. The ideal candidate is well‑versed in key retention channels such as Email, SMS, and has a successful track record scaling retention‑driving efforts in a startup environment. You’re passionate about the end‑to‑end customer journey - relentless at finding the levers to drive customer engagement and retention.
You will report to the Senior Manager of Ecom & Digital Marketing and work closely with the Marketing and Creative teams. We are seeking someone that is not only creative, but also is sustainability‑minded and craving an opportunity to create a positive impact in the industry.
Your Role & Responsibilities at KraveBeauty Customer Communications Strategy
Develop & own email & SMS communication strategy
Oversee the customer lifecycle journey via campaign strategy, data, content, and personalization, including transactional messages.
Ownership of asset briefing, deployment, and optimization taking a “Test, Learn, & Optimize” approach.
Explore and test tactics and ideas to boost returning customer AOV via communication channels including email, site, and SMS.
Participate in special projects within DTC (such as CRO initiatives) that touch the existing customer journey and support objective of increasing AOV.
Add messaging programs that decrease time to first purchase, increase repeat purchase rate, reduce churn, and convert active customers across product categories.
Implement AB testing roadmap for all emails and SMS (including but not limited to imagery, copy, & segmentation). Own testing reporting, identify, communicate, and implement insights.
Analyze and use email/sms Key Performance Indicators (KPIs) to guide cross‑functional brand and creative teams to improve overall email/sms performance.
Loyalty
Support the launch of a Krave Beauty loyalty program.
Manage the KB loyalty program strategy in collaboration with external 3rd parties and internal teams including creative.
Identify ways to grow the program alongside the brand, evolving loyalty offerings, and creating experiences that build emotional connections with customers.
Own and manage KraveBeauty’s Subscription program. This includes managing the day‑to‑day of the program, as well as growing subscribers through a mix of optimization and marketing.
Own subscription customer analysis via metrics like LTV.
People & Budget Management
Manage and oversee retention agency responsible for end‑to‑end execution of email and SMS programs, ensuring timely delivery, quality output, and alignment with brand, performance goals, and campaign strategy.
Manage email credit usage to ensure retention channels remain within allocated budget while optimizing send volume and performance efficiency.
Reporting & Data Analytics
Regularly report on all CRM marketing activities (email, SMS, subscription, loyalty, AOV initiatives) and share insights with the wider team & business.
Champion returning customers and returning customer AOV within the business and report against returning customer targets.
Collaborate with CMO on insights into returning customers, LTV, AOV, and campaign results.
General
Work closely with DTC and Finance to develop and implement strategies that directly support the brand’s overarching ecommerce growth goals and efforts.
Manage and identify all vendor and technical platforms that directly support retention efforts, and continuously forge new relationships to ensure KraveBeauty is leveraging the best‑in‑class tools to maximize impact.
Conduct market research to identify new revenue opportunities, the latest trends and competitive landscape.
You’re a people person, outgoing and not afraid to reach out, explore new connections and maintain healthy, fruitful relationships with others.
You’re a good communicator, you can outline your ideas and communicate feedback in a clear, direct, and yet compassionate way.
You’re a highly organized, and able to keep every party accountable for their responsibilities and deadline.
You have the ability to balance competing priorities and manage multiple processes at the same time.
You’re collaborative, you go into a project with a teamwork mindset and are open to new ideas and welcome constructive feedback from others.
You understand the mission of KraveBeauty deeply and have a desire to build something that matters.
You personally believe in doing well by doing good.
Technical but Important Stuff
Minimum 5+ years experience in Retention / CRM role required.
Experience creating strategy that drives customer retention targets including loyalty & subscription programs.
Experience in beauty and/or wellness industries a big plus, but not required.
Extensive experience working in CRM tools such as Klaviyo, Attentive and Loyalty programs (i.e. Yotpo, Okendo, Loyalty Lion).
You know CRM is so much more than just sending emails; you’re excited to think outside the box regarding how to drive customer engagement.
Hands‑on experience with data analytics and utilizing such tools as Tableau, Google Analytics, Excel, etc.
Ability to build customer level forecasts (customer cohort analysis, LTV analysis).
Experience working with ecommerce platforms (like Shopify).
Skills for analytical and data‑driven thinking; ability to assess, interpret and act on results.
Deep understanding of Email and SMS KPIs and how to analyze them to derive and implement insights.
Job Information
Terms of employment: Full‑Time
Salary $90,000 + discretionary bonus
Location: NYC, in‑office 2x / week
Unlimited PTO days
14 paid holidays
401K Matching (100% of first 3%)
Up to 100% employer‑covered Health, Vision, Dental, Life and AD&D insurance
We are an Equal Employment Opportunity (“EEO”) Employer. It has been and will continue to be a fundamental policy of KraveBeauty not to discriminate on the basis of race, color, creed, religion, gender, gender identity, pregnancy, marital status, partnership status, domestic violence victim status, sexual orientation, age, national origin, alienage or citizenship status, veteran or military status, disability, medical condition, genetic information, caregiver status, unemployment status or any other characteristic prohibited by federal, state and/or local laws. This policy applies to all aspects of employment, including hiring, promotion, demotion, compensation, training, working conditions, transfer, job assignment, benefits, layoff, and termination.
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