CRM & Lifecycle Marketing Manager (D2C Business)

About Our Client

Our client is a US-based, well-established, subscription-based e-commerce company operating in the direct-to-consumer space. With a strong brand presence and distribution across major retail and online channels, the business is now entering a new phase—focused on sustainable, profitable growth and rebuilding its core retention engine.

Role Overview

This is a high-impact, fully ownership-driven role where you will lead the entire CRM and lifecycle marketing function. You will manage all email and SMS marketing activities through Klaviyo, build and optimize lifecycle flows, and directly influence retention, engagement, and revenue.

This is a standalone position — you are not inheriting a team; you are building and owning the function end-to-end.

Key Responsibilities

• Own all email and SMS marketing execution in Klaviyo (campaign planning, segmentation, A/B testing, deliverability, reporting)
• Build and optimize lifecycle flows including:

-Onboarding

-Dunning / failed payment recovery

-Pre-renewal engagement

-Win-back campaigns

-Cross-sell and upsell journeys

• Develop advanced audience segmentation strategies based on behavior, lifecycle stage, and subscriber type
• Design retention-focused campaigns to reduce churn and increase lifetime value
• Manage and scale the affiliate program (recruitment, onboarding, performance tracking, optimization)
• Run structured A/B testing across campaigns and flows (subject lines, timing, content, offers, logic)
• Monitor channel performance (open rate, CTR, conversion, revenue attribution, list health) and provide actionable insights
• Work closely with creative teams, providing data-backed direction for content production
• Proactively identify and resolve deliverability, engagement, or flow performance issues
• Leverage a large owned audience database as a key growth channel

What They’re Looking For

• Systems thinker — you build scalable lifecycle machines, not just campaigns
• Strong retention mindset — focused on LTV, churn reduction, and engagement
• Data-driven but execution-focused — you diagnose and act, not just report
• Highly proactive — you anticipate problems before they surface
• Independent operator — comfortable owning priorities and driving outcomes solo
• Clear communicator — able to translate data into insights and actions

Requirements

• 3+ years hands-on experience with Klaviyo (building flows, segmentation logic, deliverability troubleshooting)
• Proven experience in lifecycle marketing for subscription or recurring revenue businesses
• Strong segmentation experience (behavioral, transactional, lifecycle-based)
• Demonstrated impact on retention metrics (churn reduction, reactivation, LTV growth)
• Experience with structured A/B testing methodologies
• Strong written English communication skills

Nice to Have

• Experience managing affiliate or referral programs
• Familiarity with Shopify and subscription platforms (e.g., Recharge)
• Background in D2C or subscription box businesses
• Email deliverability expertise (list hygiene, authentication, warm-up strategies)
• Experience reactivating dormant/lapsed audiences
• Experience with customer feedback loops, surveys, or review generation
• Familiarity with AI tools for marketing optimization