Email & Lifecycle Marketing Manager

POSITION SUMMARY 

As the Email & Lifecycle Marketing Manager, you will be responsible for shaping and executing the overall CRM and lifecycle strategy to align with the company’s goals. Reporting directly to the Sr. Director of Performance Marketing, you will leverage your deep understanding of CRM, SMS, and Email Marketing to drive holistic business strategies. This role requires a highly motivated and data-driven individual who can significantly impact sales growth and client loyalty. 
 

RESPONSIBILITIES: 

Lifecycle Strategy & Execution: 

• Develop and execute multi-channel lifecycle campaigns (email, SMS, CRM and trigger campaigns) using Salesforce Marketing Cloud (SFMC) and Attentive. 

• Own and optimize automated customer journeys (welcome, onboarding, retention, win-back, reactivation, and loyalty programs). 

• Leverage CDP for advanced customer segmentation, identity resolution, and data enrichment to power hyper-personalized campaigns. 

• Implement A/B testing strategies to improve email/SMS performance across creative, copy, and segmentation. 

Segmentation & Personalization: 

• Use customer data platform (CDP) to create dynamic, behavior-based audience segments for targeted campaigns. 

• Develop highly personalized and trigger-based messaging based on customer interactions, purchase history, and predictive analytics. 

• Ensure audience segmentation aligns with marketing objectives and contributes to business growth. 

Email & SMS Automation & Optimization: 

• Manage the end-to-end execution of email and SMS campaigns within SFMC and Attentive, including journey automation, segmentation, and reporting. 

• Ensure best-in-class email deliverability, list hygiene, and compliance with CAN-SPAM, GDPR, and TCPA regulations. 

• Optimize email templates, SMS campaigns, and CRM messaging for performance and engagement. 

• Collaborate with creative teams to develop high-converting email/SMS content and templates. 

Performance Tracking & Reporting: 

• Analyze key KPIs (open rates, CTR, conversion, revenue per send, retention rates) and provide insights for campaign optimization. 

• Create reports and dashboards to track and measure campaign effectiveness, customer lifetime value (LTV), and retention metrics. 

• Continuously test and iterate based on performance data to drive continuous improvement. 

Collaboration & Cross-Functional Work: 

• Work closely with cross functional team to ensure alignment on messaging and product delivery.  

• Partner with analytics teams to improve data flows and integrations between SFMC, Attentive, CDP, and other tools. 

• Align lifecycle marketing strategies with broader brand and performance marketing initiatives. 

 REQUIREMENTS: 

• 5 years of experience managing Email & SMS in DTC eCommerce, preferably within fashion contemporary brands. 

• Proven experience managing and analyzing digital marketing campaigns across email, SMS, CRM, and MMS. 

• Proficiency in marketing platforms such as SFMC, Attentive, Sendgrid and Amperity, and reporting dashboards such as Google Analytics. Experience with Salesforce Marketing Cloud is a must. 

• Deep understanding of email/SMS best practices, segmentation strategies, and automation workflows. 

• Strong analytical skills with the ability to interpret data and optimize campaigns accordingly. 

• Experience with A/B testing, audience segmentation, and dynamic content creation. 

• Knowledge of email compliance laws (CAN-SPAM, GDPR, TCPA). 

• Basic HTML/CSS knowledge for email formatting is a plus. 

• Strong project management and cross-functional collaboration skills. Demonstrated ability to strategize and manage end-to-end CRM campaigns from audience segmentation to creative development, deployment, and measurement.