Retention Marketing Lead

Today, no single person here owns the customer once they have engaged with the brand, whether that is a first site visit, an abandoned cart, or a purchase. Retention work is split between the Brand team, the Performance team, and an outside agency. The Customer Retention Lead pulls all of it under one owner: Klaviyo, email and SMS, lifecycle flows, segmentation, and the strategy behind them.

This person becomes the one who actually knows our customer journey end to end and is accountable for every touchpoint from first engagement onward: lead capture and nurture, abandoned browse and cart, purchase, product education, and repeat. The opportunity is large and specific. We have 2.2 million historical customers and an active email base of roughly 800,000, and most of them have never been introduced to our wearables. We sell hundreds of silicone rings a day and a few dozen smart devices. Closing that gap is the job.

The customer journey does not stop at the inbox: product pages, cart, post-purchase pages, account pages, and the loyalty, referral, and subscription apps that sit on Shopify are all part of retention.

• Own the customer journey across email, SMS, and onsite touchpoints, and be the single point of accountability for retention revenue.

• Audit the current program in the first 30 days: existing Klaviyo flows (mapped today in Figma), campaign cadence, segmentation, list health, deliverability, and the prior agency's work, and produce a prioritized plan with targets.

• Define and report on the two headline metrics for this role, lead conversion and silicone-to-smart-device upsell rate, alongside repeat purchase rate, LTV, list growth, and flow and campaign revenue.

• Build, rebuild, and maintain the full flow library in Klaviyo: welcome and lead nurture drips, abandoned browse, cart, and checkout, post-purchase and onboarding, cross-sell from silicone rings to smart devices, replenishment and re-engagement, winback, and sunset.

• Design the smart device onboarding and education sequence (sizing kit, app setup, feature discovery, HSA/FSA eligibility) so new wearable customers reach their first week of use.

• Plan the email and SMS campaign calendar with Brand, including product drops, seasonal moments (Valentine's Day, wedding season, BFCM, holiday), and audience-specific programs for first responders, military, and athletes.

• Brief and QA creative with the Brand team; write or edit copy where needed so campaigns ship on schedule.

• Build a segmentation model that separates the historical base, the active base, silicone-only buyers, smart device owners, and leads who have not purchased, and set a distinct strategy for each.

• Run a continuous testing program across subject lines, send time, offer structure, content, and flow logic, and keep a running record of what moved results.

• Own list growth and capture: onsite forms, pop-ups, SMS opt-in, and lead magnets, including the quality of leads coming in from paid.

• Keep the Klaviyo, Shopify, Triple Whale, and GA4 data connections accurate so attribution and reporting hold up.

• Use AI tools to speed up analysis, reporting, and workflow automation.

• 4+ years running retention or lifecycle marketing for a DTC brand, with at least two years as the primary owner of Klaviyo (or an equivalent ESP) for a list of several hundred thousand or more.

• Hands-on in Klaviyo: you build the flows, segments, and reports yourself rather than briefing someone else to do it.

• A track record of measurable results you can explain: flow revenue growth, repeat rate, cross-sell or upgrade rates, list reactivation.

• Experience bringing a program in-house from an agency, or otherwise taking over a messy, half-built lifecycle setup and fixing it.

• Comfortable with data: GA4, Shopify Analytics, Triple Whale or similar, and able to build your own reporting rather than waiting for it.

• Clear writer and communicator who can brief designers, push back on priorities, and keep several teams aligned without a formal reporting line.

• Curious about AI tools and already using them in your own work.