Sr. Manager, CRM & Lifecycle Marketing

About the Role

The Sr. Manager, CRM & Lifecycle Manager will own and evolve the end-to-end customer journey across all DTC brands. This role is accountable for transforming Email, SMS, and Direct Mail from transactional channels into high-performing lifecycle engines that drive repeat purchase, customer lifetime value, and long-term brand affinity.

Responsibilities

Own the design, execution, and continuous optimization of the end-to-end customer journey across channels.

Architect lifecycle strategies spanning onboarding, engagement, conversion, retention, reactivation, and loyalty.

Drive measurable improvements in repeat purchase rate, purchase frequency, and Lead retention and long-term value initiatives grounded in customer behavior and brand engagement.

Define and begin building a loyalty program strategy, including value proposition, lifecycle integration, and measurement framework.

Drive CRM-led revenue through brand storytelling, product education, and relevance.

Reduce reliance on continuous discounting by strengthening content-led and journey-based engagement strategies.

Grow high-quality Email and SMS subscribers with a focus on long-term value.

Own deliverability, compliance, segmentation strategy, and list health.

Own end-to-end execution of all Email and SMS campaigns and automated lifecycle flows.

Lead the strategy and execution of direct mail programs, including audience strategy, list management, messaging alignment, and performance reporting.

Partner with Merchandising and eCommerce teams to develop onsite customer experiences such as banners and landing pages tied to lifecycle programs.

Ensure CRM messaging and onsite experiences work together to create seamless customer journeys.

Define testing hypotheses and experimentation roadmaps across channels, journeys, content, and onsite experiences.

Translate test results into actionable insights that inform future strategy.

Leverage AI tools to enhance workflow efficiency, accelerate testing, improve personalization, and surface customer insights.

Partner with eCommerce, Merchandising, Operations, Creative, and Analytics teams to align lifecycle strategy with business goals.

Qualifications

Requires a minimum of bachelor’s degree with 5+ years CRM and lifecycle marketing experience (brand or agency supporting DTC brands).

Proven success driving retention, repeat purchase, and LTV growth.

Experience with Listrak, Klaviyo, Marketing Cloud, or similar CRM platforms required.

Strong ability to define testing hypotheses and experimentation plans.

Demonstrated ability to leverage AI tools for insight generation and operational efficiency.

Highly organized, analytical, and adaptable in a fast-paced environment.

Excellent written, verbal, and visual communication skills.

Strong problem-solving mindset with attention to detail.

Experience with Microsoft Suite is a plus.

Must be able to work up to four days per week in-office. This requirement is subject to change based on business needs.