Lifecycle Marketing Specialist

About the Role

Key Responsibilities

• Supports the development of lifecycle marketing strategies and executes approved initiatives across email and SMS, focusing on automated flows (welcome, win-back, cart abandonment, etc.), segmentation, and personalization to drive customer retention and conversion.
• Builds, monitors, and executes a tactical and testing roadmap (A/B and multivariate), providing recommendations to improve messaging, segmentation, and timing.
• Drives customer database growth by partnering with acquisition, e-commerce, and retail teams to identify and implement opportunities for list growth through website capture, in-store initiatives, events, promotions, and other channels.
• Works with IT and data teams to access and leverage clean, actionable data, supporting segmentation, predictive approaches, and performance analysis.
• Builds, refines, and documents audience segments and customer journeys to tailor messaging across lifecycle stages.
• Establishes business review and reports, sharing email and SMS analysis and suggested optimizations with stakeholders.
• Collaborates cross-functionally with brand, retail, design, operations, and e-commerce teams to ensure cohesive execution of campaigns and brand initiatives.
• Supports SMS program expansion by building plans and executing campaigns that complement email efforts and follow compliance standards.
• Serves as the primary user of Klaviyo (or similar platform), leveraging advanced features to build segmentation, automation, and personalization opportunities.
• Monitors competition strategies and 'best-in-class' email/SMS retail strategies to optimize tactics and drive innovation.
• Ensures compliance with CAN-SPAM 2003 laws and applicable SMS regulations.
• Performs other duties as assigned.

Requirements

• 4+ years of progressive experience in marketing with specific expertise in email and SMS lifecycle marketing, segmentation, and automated flows.
• Retail e-commerce experience is required.
• Hands-on experience with Klaviyo or comparable platforms, including advanced segmentation, flow building, and analytics.
• Strong analytical skills with proven experience tracking and interpreting e-commerce metrics using tools like Google Analytics and Klaviyo dashboards.
• Demonstrated ability to design and execute robust testing strategies and pivot based on learnings.
• Familiarity working with data teams to define requirements and improve marketing data integrity.
• Strong project management skills, with the ability to manage multiple initiatives and deadlines.
• Exceptional communication, collaboration, and interpersonal skills to work cross-functionally and influence stakeholders.
• Love of books and reading.

Nice to Have

• Experience with building and executing marketing automation programs from the ground up.
• Experience in a high-growth retail environment.
• Knowledge of compliance standards related to SMS and email marketing.

Qualifications

• Educational background is not explicitly specified in the description.

Benefits & Perks

• Generous healthcare plan (medical, vision, and dental)
• 401(k) savings plan
• Education benefit
• Childcare subsidy
• Substantial employee discount that is also available to your significant other, children, parents, and siblings
• Book borrowing privileges