Senior CRM Architect: DTC Growth & Personalization

Dermalogica Canada; Toronto; On-site; CAD 110,000 - 140,000; Full time

Benefits offered by this job

Competitive base salary

Product allocation

Laptop provided

RRSP matching

Health, vision, and dental coverage

Maternity/paternity top-up & fertility

Paid time off and personal days

Fitness subsidy

Mental health resources

Job summary

Dermalogica Canada seeks a data-driven Senior Manager, CRM to own and evolve the DTC customer lifecycle, from welcome through loyalty and reactivation. You will lead Email, SMS, Push and emerging channels, while collaborating with PRO to engage professional clients.

In this hands-on leadership role you’ll optimize segmentation, testing, and analytics using Klaviyo, Shopify, GA4 and RetentionX to boost retention, repeat purchases and LTV.

Qualifications

• 5-7 years of CRM, retention or lifecycle marketing experience, ideally in DTC/ecommerce, beauty or premium consumer goods.
• Proven experience owning CRM strategy while remaining highly hands-on with executions.
• Expert-level Klaviyo and Shopify experience; strong knowledge of GA4 and RetentionX or similar LTV platforms.
• Strong understanding of segmentation, personalization, customer lifecycle strategy and retention analytics.
• Demonstrated success improving retention, repeat purchase, LTV or returning customer revenue.
• Experience developing and managing A/B testing and optimization programs.
• Strong analytical, project management and cross-functional collaboration skills.
• B2B CRM experience is an asset.
• Experience with WhatsApp or emerging CRM channels is an asset.
• Comfortable leveraging AI tools for analysis, personalization, content and workflow automation

Responsibilities

• Own the DTC customer lifecycle and retention strategy, from first purchase through repeat purchase, loyalty and reactivation.
• Develop and manage the CRM calendar across Email, SMS and Push
• Identify opportunities to improve retention, purchase frequency, second-purchase conversion and LTV
• Develop sophisticated lifecycle journeys including welcome, post-purchase, replenishment, cross-sell, win-back and churn prevention
• Build targeted customer segments using LTV, purchase behavior, engagement, product affinity and lifecycle stage
• Own a structured test-and-learn roadmap across creative, messaging, audiences, personalization, cadence and send times
• Turn test results and customer insights into actionable recommendations and future strategy
• Own CRM reporting and performance analysis across campaigns, flows and customer cohorts.
• Leverage Klaviyo, Shopify, GA4 and RetentionX to identify opportunities and measure business impact
• Track and optimize retention, repeat purchase, returning customer revenue, LTV and CRM revenue
• Explore AI and predictive tools to improve segmentation, personalization and marketing efficiency
• Develop and execute targeted B2B CRM campaigns and flows
• Partner with the PRO Marketing team to support professional client engagement, retention and reactivation
• Apply relevant DTC CRM best practices to the B2B/PRO customer journey
• Serve as the CRM subject matter expert and key business owner for Klaviyo
• Partner with Ecommerce, Marketing, Creative, PRO and Analytics teams to deliver a cohesive customer experience
• Ensure effective use of Shopify, Klaviyo, GA4, RetentionX and other CRM technologies
• Stay ahead of emerging CRM, personalization and AI capabilities

Skills

CRM strategy

Hands-on execution

Cross-functional collaboration

A/B testing

Data-driven decision making

Project management

Retention analytics

B2B CRM

WhatsApp familiarity

AI in marketing

Tools

Klaviyo

Shopify

GA4

RetentionX

Job description

Dermalogica Canada seeks a data-driven Senior Manager, CRM to own and evolve the DTC customer lifecycle, from welcome through loyalty and reactivation. You will lead Email, SMS, Push and emerging channels, while collaborating with PRO to engage professional clients.

In this hands-on leadership role you’ll optimize segmentation, testing, and analytics using Klaviyo, Shopify, GA4 and RetentionX to boost retention, repeat purchases and LTV.