CRM & Retention Manager

Afrm; Culver City (CA); On-site; USD 90,000 - 130,000; Full time

Job summary

AFRM is seeking a data-driven CRM & Retention Manager to own email and SMS and grow customer lifetime value. You’ll live in Klaviyo and our customer data, build flows and segments that drive repeat purchases, and turn new customers into loyal ones.

This analytics-first role uses cohort analysis, segmentation, and LTV modeling to decide what to send, to whom, and when. You’ll work with design and web teams, including our remote team in the Philippines, on creative, site capture and integrations.

Qualifications

• 4+ years in CRM, lifecycle or retention marketing.
• Advanced Klaviyo experience across email and SMS.
• Strong data analytics: cohort analysis, segmentation, RFM and LTV modeling.
• Proven track record of growing an email channel with measurable revenue.

Responsibilities

• Own email and SMS strategy and execution in Klaviyo, including campaigns, automated flows and SMS.
• Build and optimize core flows: welcome, browse and cart abandonment, post-purchase, replenishment, VIP, and win-back.
• Build and manage segments for engaged, dormant and lapsed customers with reactivation strategies.
• Run cohort analysis and segmentation to understand retention, purchase frequency and LTV by acquisition month, channel and first product.
• Maximize value of new customers by designing the journey from first to second purchase and growing LTV.

Skills

CRM marketing

Lifecycle marketing

Data analytics

Klaviyo

Segmentation

A/B testing

Tools

Klaviyo

Excel/Google Sheets

SQL

Job description

We're looking for a data-driven CRM & Retention Manager to own AFRM\'s email and SMS channels and grow the lifetime value of our customers. You'll live in Klaviyo and our customer data, build the flows and segments that drive repeat purchase, and turn new customers into loyal ones.

This role is analytics first. You'll be as comfortable building a cohort analysis as you are writing a

win-back flow, and you'll use what the data tells you to decide what we send, to whom and when.

What you\'ll do

• Own email and SMS strategy and execution in Klaviyo, including campaigns, automated flows and SMS.
• Build and optimize core flows: welcome, browse and cart abandonment, post-purchase, replenishment, VIP, and win-back.
• Build and manage segments for engaged, dormant and lapsed customers, with tailored reactivation strategies for each.
• Run cohort analysis and segmentation to understand retention, purchase frequency and LTV by acquisition month, channel and first product.
• Maximize the value of newly acquired customers: design the journey from first to second purchase, and grow their LTV and annual spend.
• Grow the email and SMS list: sign-up forms, pop-ups, lead capture and list quality, with a focus on deliverability and list health.
• Plan and run A/B tests on subject lines, content, timing and offers, and report on what works.
• Report weekly and monthly on channel revenue, flow performance, retention and LTV, with clear recommendations.
• Work with design and web teams (including our remote team in the Philippines) on creative, site capture and integrations.

What you\'ll bring

• 4+ years in CRM, lifecycle or retention marketing, ideally at a DTC fashion, beauty or e-commerce brand.
• Required: advanced hands-on Klaviyo experience across email and SMS.
• Required: strong data analytics skills, including cohort analysis, segmentation, RFM and LTV modeling. Advanced Excel or Google Sheets; SQL is a plus.
• A track record of growing an email channel, with numbers to show for it (list growth, revenue share, flow revenue).
• Experience building dormant, lapsed and engaged segments and reactivation programs.
• Experience increasing repeat purchase rate, LTV and annual spend for new customer cohorts.
• Understanding of deliverability, list hygiene and consent rules for email and SMS (CAN-SPAM, TCPA).

Nice to have

• Experience with other SMS platforms such as Attentive or Postscript.
• Shopify customer data and reporting experience.
• Experience with loyalty or referral programs.