Head of Retention (Email & SMS)

Ethnik Living; Los Angeles (CA); Hybrid; GBP 25,000 - 42,000; Full time

Job summary

Ethnik Living, a Los Angeles-based furniture brand, seeks a Head of Retention (Email & SMS) to own data-driven retention strategies across the customer lifecycle. You will lead campaigns in Klaviyo and Postscript, turning insights into personalized messaging that drives revenue and lifetime value.

You will develop lifecycle plans for diverse segments, build automated flows, and collaborate with Growth, Design and Product teams to ensure deliverability and regulatory compliance.

Qualifications

• 2+ years of hands-on experience in retention marketing, lifecycle marketing, CRM, or email and SMS marketing.
• Proven experience developing retention strategies for US-facing consumer brands.
• Advanced hands-on experience with Klaviyo and campaign management.
• Experience with Postscript or similar SMS platforms.
• Strong understanding of segmentation, personalization and lifecycle automation.
• Ability to develop retention campaigns, journeys and testing frameworks.
• Strong analytical skills to translate data into optimization decisions.
• Experience collaborating with designers, copywriters and marketing teams.
• Knowledge of US email/SMS compliance and deliverability.

Responsibilities

• Own email and SMS retention strategy across Klaviyo and Postscript, from onboarding to reactivation.
• Develop lifecycle strategies for segments: first-time buyers, returning customers, high-value clients, B2B.
• Build monthly retention plans aligned with product launches and promotions.
• Identify opportunities to improve engagement and lifetime value.
• Plan, execute and optimize email campaigns in Klaviyo and SMS in Postscript.
• Create automated flows: welcome, browse abandon, cart abandon, checkout abandon, post-purchase, win-back.
• Develop advanced segmentation based on purchase behavior and lifecycle stage.
• Create messaging strategies, briefs and testing plans for segments.
• Collaborate with Growth, Design, Product and Branding to craft campaigns.
• Build and format emails using brand assets.
• Maintain deliverability, list health, SMS consent and regulatory compliance.
• Analyze retention using revenue, LTV, repeat purchase rate, unsubscribe rates.
• Identify underperforming campaigns and flows; develop optimization plans.
• Plan structured A/B tests for subject lines, messaging, timing, and segmentation.
• Use behavior and cohort analysis to inform strategies and growth.
• Evaluate incremental impact and identify growth opportunities.
• Conduct competitor and customer feedback research for trends.

Skills

Retention marketing

Lifecycle marketing

Email campaign planning

SMS campaign management

Customer segmentation

A/B testing

Copywriting (US market)

Cross-team collaboration

Tools

Klaviyo

Postscript

Shopify Analytics

GA4

Google Sheets

Notion/Asana

AI tools

Job description

Ethnik Living is a Los Angeles-based furniture and home décor brand offering distinctive, thoughtfully designed pieces for residential and commercial spaces across the United States.

Ethnik Living is a Los Angeles-based furniture and home décor brand offering distinctive, thoughtfully designed pieces for residential and commercial spaces across the United States.

Head of Retention (Email & SMS)

We're looking for a Head of Retention (Email & SMS) to own and develop data-driven retention strategies across our customer lifecycle, with a focus on email marketing, SMS, and customer engagement.

You’ll lead our retention efforts using Klaviyo and Postscript, turning customer insights, purchase behavior, and performance data into personalized campaigns that drive revenue, strengthen customer relationships, and improve customer lifetime value.

Key Responsibilities

Retention Strategy & Lifecycle Ownership

• Own email and SMS retention strategy across Klaviyo and Postscript, from subscriber onboarding to post-purchase engagement and reactivation.
• Develop lifecycle marketing strategies for different customer segments, including first-time buyers, returning customers, high-value customers, and B2B clients.
• Build monthly retention plans aligned with product launches, seasonal promotions, and business objectives.
• Identify opportunities to improve customer engagement, repeat purchases, and customer lifetime value.

Email & SMS Campaign Management

• Plan, execute, and optimize email campaigns in Klaviyo and SMS campaigns in Postscript.
• Build and optimize automated flows, including welcome, browse abandonment, cart abandonment, checkout abandonment, post-purchase, and win-back sequences.
• Develop advanced customer segmentation based on purchase behavior, engagement, preferences, and lifecycle stage.
• Create compelling messaging strategies, campaign briefs, and testing plans for different customer segments.
• Collaborate with Growth, Graphic Design, Product, and Branding teams to develop effective campaign creatives and messaging.
• Build and format emails in Klaviyo, using approved brand assets and layouts.
• Maintain strong email deliverability, list health, SMS consent management, and compliance with applicable marketing regulations.

Performance Analysis & Optimization

• Analyze retention performance using metrics including attributed revenue, revenue per recipient, conversion rate, repeat purchase rate, customer lifetime value (LTV), and unsubscribe rates.
• Identify underperforming campaigns, automated flows, and customer segments, and develop strategies to improve results.
• Build structured A/B testing plans for subject lines, messaging, creative, offers, timing, and segmentation.
• Use customer behavior, cohort analysis, and performance data to inform retention strategies and improve marketing effectiveness.
• Evaluate the incremental impact of retention activities and identify opportunities for sustainable revenue growth.
• Conduct competitor retention research and analyze customer feedback, purchasing patterns, and market trends.

Requirements

What we're looking for

• 2+ years of hands-on experience in retention marketing, lifecycle marketing, CRM, or email and SMS marketing, preferably in DTC e‑commerce.
• Proven experience developing and scaling retention strategies for US-facing consumer brands.
• Advanced hands‑on experience with Klaviyo, including campaign management, automated flows, segmentation, and performance reporting.
• Experience with Postscript or comparable SMS marketing platforms.
• Strong understanding of email and SMS marketing best practices, customer segmentation, personalization, and lifecycle automation.
• Demonstrated ability to develop effective retention campaigns, automated customer journeys, and testing frameworks.
• Strong analytical skills and the ability to translate customer and campaign data into actionable optimization decisions.
• Experience working with designers, copywriters, and marketing teams to develop effective campaign content.
• Understanding of US email and SMS marketing compliance, consent management, and deliverability practices.
• Excellent written and spoken English, with strong US-market copywriting skills.
• A proactive, organized approach and the ability to manage multiple retention initiatives independently.
• A portfolio or case studies demonstrating retention strategy ownership and measurable results.

Nice to Have

• Experience with furniture, interior design, home décor, lifestyle, or premium consumer brands.
• Experience with higher-ticket or considered-purchase products and longer customer purchase cycles.
• Experience developing retention strategies for both B2C and B2B audiences.
• Familiarity with Shopify and e‑commerce customer journeys.
• Experience developing loyalty, referral, or VIP customer programs.
• Experience working in a fast‑growing international brand or agency environment.

Tech Stack

Experience with the following tools or equivalent platforms is valuable:

• Klaviyo
• Postscript
• Shopify Analytics
• Google Analytics 4 (GA4)
• Google Sheets or Excel
• Notion, Asana, or similar project management tools
• ChatGPT, Claude, or comparable AI tools

Location: Remote

Contract Type: Contract

Compensation: USD 3,000-5,000 per month