Email & CRM Lead

Spinrite; Toronto; On-site; CAD 70,000 - 110,000; Full time

Job summary

Spinrite, North America's leading craft yarn and sewing thread company, seeks an Email & CRM Lead to drive email and SMS programs from planning to testing. You will partner with Brand, Creative, and DTC eCommerce teams to optimize engagement and revenue.

This hands-on role requires building, testing, and continually improving lifecycle programs while staying current with industry best practices and platform features.

Qualifications

• 3+ years hands-on experience with ESPs/marketing automation platforms.
• Experience in fast-paced environments with multiple initiatives and teams.
• Diploma in digital marketing, web development, or related program.
• Hands-on experience running email and SMS programs in DTC/eCommerce.
• Working knowledge of ESPs such as Klaviyo, SFMC, or Braze.
• HTML & CSS for email development.
• Understanding privacy rules (CASL, GDPR, TCPA).
• Data reporting: interpret tests and translate findings into actions.
• Excellent organization and communication skills.
• Independent work mindset and cross-functional coordination.

Responsibilities

• Own and run our email and SMS calendar, launching campaigns on schedule.
• Partner with Brand, Creative and DTC eCommerce teams to create on-brand content.
• Build and QA campaigns across email clients and devices.
• Lead test-and-learn by designing, running, and analyzing A/B tests and applying results.
• Develop segmentation strategies from customer data to improve engagement and conversions.
• Map customer lifecycle, optimize automated flows (welcome, abandonment, post-purchase, win-back).
• Grow subscriber base via effective acquisition channels and sign-up incentives.
• Monitor deliverability and list health, including sender reputation and inbox placement.
• Report program performance in weekly cross-functional reviews and implement actions.
• Stay current on email, SMS, CRM developments and test-worthy ideas.

Skills

Klaviyo

Mailchimp

Marketo

Salesforce Marketing Cloud

Braze

HTML & CSS for email

Data reporting & tests

Cross-functional collaboration

Strong communication

Independent work

Education

Post-secondary diploma in digital marketing / web development

Tools

Klaviyo

Mailchimp

Marketo

Salesforce Marketing Cloud

Braze

Job description

Job description

Spinrite is the largest craft yarn and sewing thread company in North America. As an industry leader focused on driving growth and execution excellence, we are looking for an Email & CRM Lead to join our growing Digital Marketing team.

Reporting to the Director, Digital Marketing, as our Email & CRM Lead, you are responsible for our email and SMS programs from start to finish, including calendar planning, campaign builds, segmentation, lifecycle automation, and testing. You will partner closely with our Brand, Creative, and DTC eCommerce teams and own the KPIs that track engagement and results. This hands‑on role is ideal for someone who enjoys building, testing, and continually improving.

Duties and Responsibilities

• Own and run our email and SMS marketing calendar, launching campaigns on schedule and aligned with the broader marketing plan
• Partner with Brand, Creative, and DTC eCommerce teams to create engaging, on-brand content that drives our KPIs.
• Build and QA each campaign before launch, checking copy, links, personalization, and rendering across email clients and devices.
• Lead our test-and-learn program by designing, running, and analyzing A/B tests, then turning the results into next steps.
• Develop segmentation strategies using customer behavior and purchase data to deliver more relevant content and improve opens, clicks, conversions, and deliverability.
• Map the customer lifecycle, optimize existing automated flows (welcome, abandonment, post-purchase, win-back), and launch new ones to address gaps.
• Grow our subscriber base through effective acquisition channels and sign-up incentives, focusing on engaged, opted-in contacts.
• Monitor deliverability and list health, including sender reputation, authentication, and inbox placement.
• Report on program performance in weekly meetings with cross-functional partners, share learnings, and follow through on action items.
• Stay current on developments in email, SMS, and CRM, including AI-assisted personalization and new platform features, and bring forward ideas worth testing.
• Follow standard health and safety procedures and report any workplace hazards (this role has no responsibility for the health and safety of others).
• Other duties as assigned.

Qualifications

• 3+ years of hands‑on experience working with Klaviyo, Mailchimp, Marketo, or other email service providers and marketing automation platforms is required.
• Experience working in a fast-paced environment with multiple initiatives, tasks, and teams all requiring your attention.
• Post-secondary school diploma in digital marketing, web development, or related program.
• Hands‑on experience running email and SMS programs, ideally in a direct‑to‑consumer or eCommerce business.
• Working knowledge of an email/SMS platform such as Klaviyo, Salesforce Marketing Cloud, or Braze.
• Functional knowledge of HTML and CSS for email.
• A strong grasp of privacy and anti‑spam rules, including CASL, GDPR, and TCPA.
• Data proficiency: You can generate performance reports, interpret test results, and translate the findings into clear recommendations.
• Strong organization and attention to detail, with the ability to manage several projects at once without losing accuracy.
• Clear written and verbal communication.
• A habit of fixing problems, improving processes, and proposing new ideas.
• Comfort working independently and coordinating with cross-functional teams.