Senior Manager, CRM and Retention Marketing
Skullcandy, Inc., Park City, UT, United States
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 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
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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 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
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