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.

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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