CRM Manager

About This Role

Managing customer relationships and leading customer retention and lifecycle marketing across email and SMS is the core of this role with a growing fashion and lifestyle brand. The CRM Manager will own the end-to-end customer journey, developing personalized campaigns, automated lifecycle programs, and data-driven retention strategies to increase repeat purchases, customer lifetime value, and brand loyalty. This role suits an individual who combines strategic thinking with strong execution and thrives in a fast-paced, growth-oriented environment.

Responsibilities

• Develop and execute a comprehensive CRM and customer retention strategy across email and SMS
• Build, optimize, and manage automated customer journeys, including welcome, abandoned cart, browse abandonment, post-purchase, cross-sell, win-back, and reactivation flows
• Identify opportunities to improve repeat purchase rates, customer lifetime value, average order value, and customer engagement
• Own lifecycle marketing initiatives from strategy and planning through execution and performance analysis
• Manage the email and SMS marketing calendar, including product launches, promotions, seasonal campaigns, and brand initiatives
• Lead campaign execution from briefing and segmentation through QA, deployment, and reporting
• Collaborate with Creative and eCommerce teams to develop compelling, on-brand messaging and customer experiences
• Ensure campaigns are optimized for engagement, conversion, and revenue performance
• Develop customer segmentation strategies based on purchase behavior, engagement, lifecycle stage, and customer value
• Leverage eCommerce and CRM platform data to create personalized campaigns and automated customer experiences
• Build and execute A/B testing strategies to optimize messaging, creative, offers, timing, and customer journeys
• Monitor key performance metrics, including retention rate, repeat purchase rate, revenue per recipient, conversion, and customer lifetime value
• Translate performance insights into actionable recommendations and ongoing improvements
• Support loyalty, rewards, referral, and customer advocacy initiatives
• Develop strategies to re-engage inactive customers and strengthen relationships with high-value customers
• Incorporate reviews, user-generated content, and personalized recommendations into lifecycle campaigns
• Maintain email and SMS deliverability, list health, consent management, and compliance best practices
• Conduct thorough campaign QA to ensure accuracy across segmentation, links, personalization, and mobile experiences
• Partner with Marketing, Creative, Merchandising, and eCommerce teams to align CRM initiatives with business objectives
• Present campaign performance, customer insights, and growth opportunities to marketing leadership

Requirements

• 5+ years of experience in CRM, lifecycle marketing, retention marketing, or email/SMS marketing, ideally within a DTC or eCommerce brand
• Proven experience developing and executing customer retention strategies that drive measurable revenue growth
• Strong hands-on experience with Klaviyo highly preferred, or comparable platforms such as Iterable or Bloomreach
• Expertise in email and SMS automation, customer segmentation, personalization, and lifecycle journey development
• Strong understanding of retention metrics, customer lifetime value, repeat purchase behavior, and campaign performance
• Experience with Shopify or comparable eCommerce platforms and customer data analytics
• Demonstrated ability to build and optimize automated flows and execute sophisticated A/B testing strategies
• Experience managing campaign calendars, creative briefs, and cross-functional projects
• Strong analytical skills with the ability to translate data into actionable business recommendations
• Exceptional attention to detail, organization, and communication skills
• Comfortable balancing strategic planning with hands-on campaign execution

About the Company

This role is with a growing fashion and lifestyle brand.