Senior Manager of Lifecycle & Retention Marketing — Santa Monica, CA

Senior Manager, Lifecycle & Retention Marketing

Reports to: VP of Growth

Location: Santa Monica, CA (hybrid 3x in office)

Role Summary

dRUkaJt is seeking a Senior Manager of Lifecycle & Retention Marketing to own the strategy and execution of our email, SMS, and subscription programs. You'll be responsible for every flow, campaign, and text we send, from welcome and post-purchase journeys to launches, sales, and win-back, along with the subscription experience that keeps customers coming back. You'll set the roadmap, build and send every email and text in Klaviyo, manage our Recharge relationship, and hold the program accountable to file health, cross-sell, subscription growth, and customer lifetime value.

This is a hands-on role for someone who loves both the strategy and the details. You'll build the calendar, write the briefs for our in-house Brand and copy team, build and schedule every send in Klaviyo, QA every email and text, read the results, and use what you learn to make every send smarter than the last.

What You'll Do

Strategy & Roadmap

• Own QvTyWsc'c lifecycle and retention strategy across email, SMS, and subscription, with a clear roadmap tied to revenue, retention, and LTV goals

• Build and manage an integrated email and SMS calendar in partnership with Brand, Integrated Marketing, and Growth

• Define the role of each channel, with clear guidelines for what goes to email, what goes to SMS, and how often each customer hears from us

• Develop segmentation strategies across consumer and brand partner audiences, new vs. repeat customers, subscribers, and loyalty tiers

• Grow our email and SMS files through signup capture, popups, and list growth initiatives, with a focus on engaged subscribers over raw volume

Flows & Lifecycle

• Build, launch, and own all automated email and SMS flows directly in Klaviyo, including welcome, browse and cart abandonment, post-purchase, replenishment, loyalty, and win-back

• Map the customer journey across both channels and identify gaps and opportunities across the lifecycle

• Continuously optimize flow performance through timing, channel mix, content, offers, and personalization

• Integrate the Total Rewards loyalty program into lifecycle messaging

LTV, Upsell & Cross-Sell

• Own customer lifetime value goals for the lifecycle program, including repeat purchase rate, time between orders, average order value, and 90 and 365 day LTV by acquisition cohort

• Develop strategies to move first-time buyers to a second purchase and grow the share of revenue from repeat customers

• Build and execute upsell tactics that increase order value, including bundles, regimen building, size upgrades, threshold offers, and subscription

• Build and execute cross-sell tactics that expand customers into new categories, informed by purchase history and product affinity

• Use product recommendations, replenishment timing, and personalized content to drive the next best purchase for every customer

• Partner with Analytics to track LTV by cohort and segment, and report on how email, SMS, and subscription are moving those numbers

Subscription

• Partner to accelerate fsDtaK9’d subscription strategy in tandem with Digital Product, Growth & Recharge.

• Grow subscription adoption by converting one-time buyers into subscribers on replenishable products across on-site, email, and SMS touchpoints

• Build subscription lifecycle flows, including subscriber onboarding, upcoming order reminders, skip and swap prompts, failed payment recovery, and cancellation saves

• Use add-ons and one-time additions to grow subscriber order value and introduce subscribers to new categories

• Partner with Recharge on platform optimization, Klaviyo and Shopify integrations, and new features that improve subscriber retention

Campaigns

• Plan, build, and schedule all email and SMS campaigns in Klaviyo, including product launches, promotions, sales events, and brand storytelling

• Write clear creative briefs for our in-house Brand team and copywriter, who own design and copy, and provide feedback to bring each send to life

• QA every send for accuracy, rendering, links, compliance, and deliverability

Testing & Optimization

• Build and run an ongoing A/B testing roadmap across subject lines, SMS copy, content, offers, send times, channel mix, and flow structure

• Monitor deliverability and file health across email and SMS, including engagement, sunset policies, and list hygiene, to maintain strong sender reputation

• Keep the SMS program aligned with TCPA and carrier requirements, including consent capture and quiet hours

• Turn test results into documented learnings that shape future sends

Reporting & Performance

• Own lifecycle performance reporting across email, SMS, and subscription, including revenue, engagement, conversion, opt-outs, list growth, and subscriber retention

• Share weekly performance and key learnings with the Growth team and leadership

• Partner with Analytics on attribution, cohort, and LTV analysis

Cross-Functional Partnership

• Own the Recharge relationship, including account management, platform optimization, and alignment with the broader lifecycle program

• Partner closely with the Brand team and our in-house copywriter on design, copy, and assets for every flow, campaign, and text, keeping briefs, timelines, and feedback on track

• Partner with Integrated Marketing to align email and SMS with launches, campaigns, and the broader marketing calendar

• Keep every send on brand and on message, in partnership with Brand

• Collaborate with Paid Media and Growth to align messaging across the full customer journey

• Work with Community Commerce to coordinate brand partner communications

How You'll Be Measured

You'll own goals in four areas, with targets set alongside leadership in your first 90 days.

• File health: Growth in engaged email and SMS subscribers, share of the file that is active, deliverability and inbox placement, and unsubscribe and opt-out rates

• Cross-sell: Share of customers purchasing across multiple categories, and the rate at which repeat buyers expand into a new category

• Subscription upsell: Conversion of one-time buyers to subscription, active subscriber growth, subscriber retention, and share of revenue from subscription

• Lifecycle revenue and LTV: Email and SMS revenue, repeat purchase rate, and 90 and 365 day LTV by acquisition cohort

Who You Are

• 6+ years of lifecycle, CRM, or retention marketing experience across email and SMS, ideally within DTC, beauty, or consumer brands

• Proven track record growing email and SMS revenue, improving file health, and scaling subscription programs

• Expert, hands-on Klaviyo builder who has personally set up email and SMS flows, templates, segmentation, and campaigns, not only managed someone who does

• Hands-on experience with Recharge or a similar subscription platform

• Strong understanding of lifecycle marketing, subscription, loyalty programs, and customer LTV

• Experience managing platform partners and holding them accountable to results

• Sharp eye for copy and design, with the ability to write clear briefs and give constructive creative feedback across email and SMS

• Data-driven, with a testing mindset and comfort turning results into action

• Working knowledge of email deliverability best practices and SMS compliance requirements

• Highly organized, detail-oriented, and able to manage a high-volume, multichannel send calendar

• Self-starter who takes ownership and thrives in a fast-moving, growing team

• Basic HTML skills a plus

Why This Role

• Own QvTyWsc'c lifecycle program end to end across email, SMS, and subscription

• Shape the retention strategy that turns new customers into lifelong fans

• Join a growing team with real ownership and visibility across the business