Customer retention and lifetime value are critical drivers of our direct business. This role leads the overarching strategy and performance of our post-purchase customer journey, overseeing email, SMS, loyalty, and repeat purchasing behavior (D2B and D2C). You will manage two specialists, guiding the tactical execution of campaigns while focusing on program architecture, cohort analysis, and the overarching retention strategy.

Because our visual presentation is just as important as our messaging, this role requires a strong eye for design and product marketing. You will help define the retention strategy in close collaboration with the VP of Marketing and Director of E-commerce. This is a strategic leadership role for someone who is comfortable setting the high-level roadmap while ensuring the creative execution is flawless.

Essential Responsibilities

Retention Strategy & Performance

• Partner with the Director of eCommerce and VP of Marketing to define and execute the holistic retention strategy.
• Own customer retention performance, including Customer Lifetime Value (LTV), repeat purchase rate, churn reduction, and overarching revenue contribution.
• Build and manage a strategic retention calendar that balances promotions, product launches, lifecycle messaging, and loyalty initiatives across our Home-User and Business Segments.
• Maintain a thoughtful balance between aggressive revenue goals and long-term brand equity and list health.

Campaign Direction & Visual Design

• Lead specialists to plan, build, QA, and execute campaigns across email, SMS, and other retention channels.
• Act as the creative guide: utilize your design experience and strong eye for detail to ensure all assets are visually compelling and effectively market the product.
• Review and refine both messaging and visual design to ensure clarity, consistency, and alignment with our premium brand voice.
• Direct A/B testing strategies (visual layouts, subject lines, timing, segmentation, offers) and apply learnings to future creative.

Lifecycle, Loyalty & Automation

• Own, evolve, and architect the overarching customer journey mapping and lifecycle flows.
• Continuously optimize automated flows to improve conversion, reduce churn, and elevate the post-purchase customer experience.
• Develop and manage customer loyalty or VIP initiatives to incentivize repeat business.
• Partner with the e-commerce and marketing teams to ensure a seamless visual and strategic alignment across all touchpoints.

Platform & Stack Ownership

• Serve as the internal strategic expert on Klaviyo and our broader retention tech stack.
• Build and manage advanced segmentation strategies based on behavior, purchase history, predictive analytics, and engagement.
• Ensure data and integrations support effective targeting, personalization, and reporting.
• Stay current on platform capabilities, industry trends, and design best practices, applying them where relevant.

Reporting & Insights

• Own comprehensive reporting across retention efforts, including:
• LTV, AOV, and Repeat Purchase Rates
• Revenue contribution from owned channels
• Conversion, engagement metrics, deliverability, and list health
• Translate raw performance data and cohort analyses into clear insights and actionable strategic pivots.
• Monitor trends and proactively address both technical issues and creative fatigue.

Team Leadership

• Manage, mentor, and develop two email/SMS specialists.
• Provide clear strategic direction, design feedback, and professional support.
• Delegate tactical execution effectively while contributing directly to high-level builds or creative troubleshooting when needed.

Qualifications

Experience

• 6–8+ years of experience in retention marketing, email/SMS strategy, or customer lifecycle management, ideally in a DTC or ecommerce environment.
• Proven experience owning LTV metrics and significantly contributing to a revenue-driving retention program.
• Design and creative experience; you don't need to be a full-time graphic designer, but you must have a proven eye for visual marketing, layout, and product presentation.
• Strategic experience with Klaviyo (required) and loyalty platforms.

Skills

• Strong strategic mindset with a deep understanding of customer psychology and cohort analysis.
• Exceptional eye for design and detail, with the ability to provide actionable creative feedback on visual assets.
• Thoughtful approach to advanced segmentation and personalization.
• Comfort working with complex data and making performance-driven decisions.
• Ability to balance high-level strategy with the demands of a fast-paced environment.

The Right Fit

• Continuous Improvement Mindset - regularly evaluates processes, visual creative, and execution to raise performance.
• Creative yet Analytical - seamlessly blends a strong design aesthetic with hardcore data analysis.
• Takes ownership of outcomes and follows through.
• Collaborative leader who can empower direct reports while maintaining high standards for the final product.
• Values both measurable performance and a beautiful, cohesive customer experience.

Benefits:

• 401(k) matching
• Dental insurance
• Employee assistance program
• Employee discount
• Health insurance
• Health savings account
• Paid time off
• Parental leave
• Referral program
• Vision insurance

Work Location: In person