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.