CRM, Loyalty & Lifecycle Marketing Manager

About the Role

Xero Shoes is looking for a CRM, Loyalty & Lifecycle Marketing Manager to join our eCommerce team and lead lifecycle communications across email, SMS, and loyalty. This role is critical in deepening customer relationships, increasing retention and lifetime value, and building stronger emotional connections to our brand purpose: unlocking natural movement and personal freedom.

The CRM, Loyalty & Lifecycle Marketing Manager owns the strategy, execution, and performance of Xero Shoes' entire customer retention ecosystem. This is a highly hands-on role that requires both strategic thinking and day-to-day execution. The ideal candidate is equally comfortable developing a long-term retention roadmap, building emails and SMS campaigns, launching automated customer journeys, analyzing performance, and identifying opportunities to improve customer lifetime value.

This role serves as the primary owner of promotional campaigns, automated flows, triggered communications, segmentation, personalization, SMS, and loyalty marketing. Success requires a self-starter who can independently prioritize work, manage multiple projects simultaneously, and drive initiatives from concept through execution.

What You'll DoCRM Program Ownership

• Own the strategy, execution, and performance of Xero Shoes' entire CRM ecosystem, including promotional campaigns, automated flows, triggered communications, SMS, segmentation, personalization, and loyalty.
• Develop and maintain a comprehensive CRM roadmap that balances business priorities, customer needs, and retention opportunities.
• Ensure CRM initiatives are launched on time, properly tested, measured, and continuously optimized.
• Identify gaps throughout the customer journey and proactively develop solutions to improve engagement, retention, and customer experience.

Retention & Lifecycle Strategy

• Develop and implement best-in-class retention and lifecycle marketing strategies that address current opportunities in customer retention, brand engagement, and lifetime value.
• Design customer journeys that support every stage of the lifecycle, including acquisition, onboarding, engagement, repeat purchase, loyalty, reactivation, and win-back.
• Lead programs that balance performance goals with brand-building, creating communications that drive both immediate results and long-term customer relationships.

Email, SMS & Campaign Execution

• Own the end-to-end execution of all email and SMS marketing communications.
• Personally build, test, deploy, and optimize email campaigns in Klaviyo and SMS campaigns in Attentive.
• Manage campaign planning, audience segmentation, creative briefing, QA, deployment, and reporting.
• Maintain a consistent CRM campaign calendar supporting product launches, key marketing stories, seasonal promotions, retention initiatives, and loyalty programs.
• Monitor campaign performance and continuously optimize creative, segmentation, messaging, and timing to improve engagement and conversion.

Automated Flows & Triggered Communications

• Own the strategy, development, optimization, and maintenance of all automated lifecycle programs.
• Build and manage flows including welcome, post-purchase, browse abandonment, cart abandonment, replenishment, review generation, loyalty, churn prevention, win-back, and other retention-focused programs.
• Develop new automated customer journeys based on evolving customer needs, business priorities, and lifecycle opportunities.

Segmentation & Personalization

• Develop segmentation and personalization strategies that speak to both core barefoot enthusiasts and broader lifestyle and performance consumers.
• Leverage customer data, purchase behavior, engagement patterns, and loyalty status to deliver more relevant experiences.
• Create audience strategies that support product category growth across performance, lifestyle, trail, court, and future business initiatives.

Loyalty & Retention Programs

• Own the strategy and ongoing management of Xero Shoes' loyalty program and retention initiatives.
• Develop programs that increase repeat purchase behavior, strengthen customer engagement, and reduce reliance on promotional discounting.
• Identify opportunities to integrate loyalty throughout the customer journey, including acquisition, onboarding, engagement, retention, and reactivation.
• Partner cross-functionally to ensure loyalty supports broader business objectives and customer experience goals.

Testing & Optimization

• Build and maintain a testing roadmap across email, SMS, automation, loyalty, and personalization.
• Execute A/B tests across subject lines, messaging, content, segmentation, offers, timing, send frequency, and customer journeys.
• Analyze results and implement learnings that improve retention metrics, engagement rates, and overall program performance.

Customer Insights & Analytics

• Extract actionable insights from customer behavior, acquisition sources, purchasing patterns, cohorts, and churn drivers.
• Report on key retention metrics including repeat purchase rate, customer lifetime value, retention rate, churn rate, engagement, loyalty participation, and channel performance.
• Develop dashboards and reporting processes that provide visibility into CRM performance and business impact.
• Use data to inform strategic recommendations and prioritize future opportunities.

Cross-Functional Collaboration

• Work closely with eCommerce, Brand, Product, and Creative teams to ensure CRM strategies are integrated with broader campaigns and product launches.
• Provide proactive communication around priorities, project status, results, and opportunities.

QualificationsRequired Qualifications

• 5+ years of CRM, retention marketing, lifecycle marketing, or email/SMS marketing experience.
• Proven experience owning both CRM strategy and hands-on execution.
• Hands-on experience building and deploying email campaigns in Klaviyo.
• Hands-on experience building and deploying SMS campaigns in Attentive or a comparable platform.
• Strong understanding of lifecycle marketing, customer segmentation, personalization, automation, and retention best practices.
• Demonstrated experience developing and optimizing automated lifecycle programs and customer journeys.
• Proven ability to independently manage a CRM roadmap and successfully deliver projects on schedule.
• Strong project management, organizational, and prioritization skills.
• Analytical mindset with the ability to translate customer insights into strategic recommendations and actionable programs.
• Excellent communication and cross-functional collaboration skills.
• Experience reporting on retention KPIs and using performance data to drive business decisions.

Preferred Qualifications

• Experience launching, managing, or optimizing customer loyalty programs.
• Experience with Shopify Plus.
• Experience in consumer products, footwear, apparel, outdoor, wellness, or lifestyle brands.
• Familiarity with Google Analytics, Looker, Excel, and customer data platforms.
• Experience supporting international markets and customer segments.

Bonus Points

• Passion for movement, wellness, outdoor adventure, and healthy living.
• Strong appreciation for brand storytelling and community building.
• Excitement about helping people discover the benefits of natural movement.

Job Details

Job Type: Full-time, reporting to our Director of eCommerce.

Pay: The annualized salary for this position ranges between $110,000 - $115,000.

Benefits Include

• Medical and dental upon employment
• Additional employee-funded ancillary benefits, such as qualified HSA or FSA, and voluntary life, AD&D, accident, and critical care coverage
• 401(k) eligibility after 3 months of employment
• Xero Shoes-provided life insurance
• Employee bonus and incentive plans
• Sick and vacation accrual

Xero Shoes will not respond to recruiters.