Retention Marketing Manager

Rylee and Cru Collective; San Diego (CA); On-site; USD 120,000 - 165,000; Full time

Job summary

Rylee + Cru Collective is seeking a Retention Marketing Manager to lead the strategy and performance of customer lifecycle marketing across Rylee + Cru, Quincy Mae and Noralee. You will own the CRM ecosystem, drive segmentation, personalization, testing and platform optimization to grow repeat purchase and LTV.

Responsibilities include developing the retention roadmap, managing vendor relationships, and partnering with Ecommerce, CX and Marketing to deliver cohesive customer journeys across

Qualifications

• 5+ years in retention, lifecycle, CRM or ecommerce marketing, preferably in a DTC or consumer brand
• Experience owning CRM and customer lifecycle strategy (email, SMS, automation, segmentation, personalization)
• Strong working knowledge of Klaviyo and Shopify or comparable platforms
• Strong analytical mindset to translate data into growth opportunities
• Experience developing testing strategies and driving improvements across acquisition, conversion, repeat purchase and LTV
• Experience managing technology platforms, vendors and external partners
• Strong cross-functional leadership skills with balance of strategy and hands-on execution

Responsibilities

• Own retention and CRM strategy to drive acquisition, retention and LTV
• Develop retention roadmap prioritizing initiatives by impact
• Define segmentation and lifecycle strategies from first purchase to VIP/winback
• Grow audience and subscribers via cross-functional partnerships
• Develop strategies to convert prospects into first-time customers
• Optimize resale and repeat-purchase initiatives across customer lifecycle
• Set strategy for automated journeys and new growth opportunities
• Identify gaps and emerging opportunities across the lifecycle
• Own retention tech stack and vendor relationships
• Maximize platform capabilities for personalization, automation and segmentation
• Evaluate new tech and partners based on needs and overlap
• Own identity resolution and cashback strategy
• Ensure retention tech stack is efficient, integrated and scalable
• Build and prioritize a testing roadmap for growth
• Develop tests across creative formats, templates, offers and cadence
• Advance personalization across lifecycle channels
• Identify and test new retention channels and experiences

Skills

CRM strategy

Lifecycle marketing

Klaviyo

Shopify

Data analytics

Team leadership

Vendor management

A/B testing

Email marketing

SMS marketing

Tools

Klaviyo

Shopify

Job description

The Retention Marketing Manager leads the strategy and performance of customer lifecycle marketing across Rylee + Cru, Quincy Mae and Noralee, with a focus on converting prospective customers, increasing repeat purchase, growing customer lifetime value and building long-term loyalty.

This role serves as the business owner of our CRM and broader retention technology ecosystem, using customer data, segmentation, personalization, testing and technology to identify and drive opportunities across the customer lifecycle. The Retention Marketing Manager owns the retention roadmap, vendor relationships and platform optimization while continuously identifying new channels, programs and strategies that can drive incremental growth.

The Retention Marketing Manager leads the Lifecycle Marketing Coordinator and Customer Engagement Coordinator, setting the strategy, priorities and performance goals that guide day-to-day execution. While the coordinators own recurring channel and program execution, the Manager remains hands-on with high-impact testing, optimization and new growth initiatives.

Key Responsibilities

• Own retention and CRM strategy to drive customer acquisition, retention and LTV
• Retention Roadmap: Develop the retention roadmap, prioritizing initiatives based on customer needs, performance and business impact.
• Customer Lifecycle: Define segmentation and lifecycle strategies that move customers from first purchase through repeat purchase, high-value/VIP status and winback.
• CRM Audience Growth: Develop new strategies to grow our audience and acquire qualified email and SMS subscribers through cross-functional opportunities, partnerships and new acquisition initiatives.
• Prospect Conversion: Develop strategies to convert identified prospects and subscribers into first-time customers, including optimization of Welcome and other pre-purchase journeys.
• Resale & Repeat Purchase: Optimize and communicate resale and other circular customer initiatives that extend the customer lifecycle, re-engage customers and create opportunities for their next purchase.
• Lifecycle Automation: Set the strategy and priorities for automated customer journeys, identifying where new flows or significant optimizations can improve performance.
• Growth Opportunities: Identify gaps and emerging opportunities across the customer lifecycle and prioritize new initiatives based on expected business impact.
• Serve as the business owner of the retention technology stack.
• Own strategic vendor relationships and regular strategy sessions across email, sms, loyalty, identity resolution, cashback, direct mail and other retention platforms.
• Maximize existing platform capabilities and identify opportunities to improve personalization, automation, segmentation and customer identification.
• Evaluate new technologies and partners based on business need, expected impact and overlap with the existing tech stack.
• Own identity resolution and cashback strategy and optimization.
• Ensure the retention tech stack remains efficient, integrated and scalable as the business grows.
• Build and prioritize a meaningful retention testing roadmap focused on incremental growth and engagement
• Develop tests across creative formats, templates, offers, cadence, segmentation, lifecycle journeys and customer experiences.
• Advance personalization across lifecycle channels using behavioral, transactional and customer data.
• Identify and test new retention channels, programs and customer experiences.

Channel & Customer Program Strategy

• Set the strategic direction for email, SMS, push and direct mail, including channel roles, cadence and audience strategy.
• Set priorities for lifecycle flow optimization and campaign testing.
• Own direct-mail strategy and vendor relationship, including identifying opportunities beyond current winback programs.
• Set strategy across loyalty, VIP, customer community, GWP and app adoption.
• Identify opportunities to evolve loyalty benefits and experiences to increase engagement and customer value.
• Develop new customer programs and retention initiatives in partnership with Ecommerce, CX and Marketing.

Performance, Leadership & Cross-Functional Partnership

• Own Retention KPIs and reporting across customer acquisition into CRM, first-purchase conversion, repeat purchase, LTV, retention revenue contribution and program engagement.
• Translate performance into clear recommendations, priorities and next steps.
• Manage and develop the Lifecycle Marketing Coordinator and Customer Engagement Coordinator.
• Prioritize team workload across recurring execution, optimization and new growth initiatives.
• Partner closely with Ecommerce, Customer Experience, Marketing, Creative, Merchandising, Retail and Paid Media to create a cohesive customer journey.
• Communicate retention performance, learnings and growth opportunities to Ecommerce and company leadership.

Qualifications

• 5+ years of experience in retention, lifecycle, CRM or ecommerce marketing, preferably within a DTC or consumer brand.
• Experience owning CRM and customer lifecycle strategy, including email, SMS, automation, segmentation and personalization.
• Strong working knowledge of Klaviyo and Shopify, or comparable CRM and ecommerce platforms.
• Strong analytical mindset with the ability to translate customer and campaign data into actionable growth opportunities.
• Experience developing testing strategies and driving improvements across acquisition, conversion, repeat purchase and LTV.
• Experience managing technology platforms, vendors and external partners.
• Strong cross-functional leadership skills with the ability to balance strategic thinking, team development and hands-on execution.

Bonus Qualifications

• Background in DTC apparel, children's, lifestyle or another consumer-focused category.
• Familiarity with loyalty, VIP and other customer engagement programs.
• Knowledge of direct mail, winback and omnichannel engagement strategies.
• Familiarity with app adoption, resale, subscription or other programs designed to increase repeat purchase and LTV.

Reports To: Director of Ecommerce

Department: Ecom

Collaborates Closely With: Merchandisers, Customer Experience, Marketing, Graphic Design, Retail Marketing, Social and external tech partners