Sr. Digital Manager: Customer Lifecycle

Dansko; Avondale (PA); Presencial; USD 130 000 - 180 000; Tempo integral

Resumo da oferta

Dansko is seeking a Senior Digital Manager, Customer Lifecycle to lead the customer lifecycle strategy across email and SMS. You will own journeys, segmentation, personalization, and optimization to drive engagement, retention, and lifetime value.

You will partner with Digital Commerce, Merchandising, Brand Marketing, Creative, Paid Media, and Analytics to align initiatives with business priorities and execute throughout owned channels.

Qualificações

• 5+ years of experience managing customer lifecycle programs for a DTC or omnichannel consumer brand.
• Expert-level, hands-on experience with Klaviyo.
• Demonstrated success owning both lifecycle strategy and day-to-day execution.
• Deep expertise in email and SMS marketing.

Responsabilidades

• Develop and own Dansko’s customer lifecycle strategy across email and SMS.
• Build customer journeys that increase engagement, retention, and customer lifetime value.
• Develop segmentation and personalization strategies that improve customer experience and business performance.
• Identify opportunities to improve repeat purchase, customer retention, and long-term customer value.
• Build and maintain a lifecycle roadmap aligned with business objectives.
• Own the strategy, execution, and optimization of all lifecycle communications, including Checkout Abandonment, Post-Purchase Communications, Cross-Sell & Upsell Programs, Loyalty Communications, Promotional Campaigns.
• Serve as the internal subject matter expert for Klaviyo by managing Campaign planning and execution, Flow architecture, Dynamic content, Personalization, List health and data hygiene, Reporting and performance analysis, Evaluation and implementation of new Klaviyo capabilities.
• Develop testing strategies and leverage insights to continuously improve customer engagement and business performance.
• Partner with Digital Commerce, Merchandising, Brand Marketing, Creative, Paid Media, and Analytics to support product launches and seasonal campaigns and ensure consistent customer experiences across owned channels.

Conhecimentos

Lifecycle strategy

Email & SMS marketing

Segmentation & Personalization

A/B testing

Cross-functional collaboration

Data-driven decisions

Formação académica

Bachelor’s degree in Marketing, Business, Communications

Ferramentas

Klaviyo

Descrição da oferta de emprego

The Senior DigitalManager, Customer Lifecycle is responsible for developing and leading Dansko's customer lifecycle strategy across owned digital channels, driving customer acquisition, engagement, retention, repeat purchase, and customer lifetime value. This role owns the strategy, execution, and performance of the lifecycle business, ensuring customers receive relevant, personalized experiences throughout every stage of their journey.

This role is both strategic and hands-on, requiring an experienced lifecycle marketing leader who can develop customer growth strategies, execute and optimize programs within Klaviyo, analyze customer and business performance, and translate insights into measurable revenue growth. The Senior Manager will partner cross-functionally with Digital Commerce, Merchandising, Brand Marketing, Creative, Paid Media, and Analytics to align lifecycle initiatives with business priorities and create a seamless customer experience across owned channels.

The ideal candidate is an experienced lifecycle marketer with a proven track record of building and scaling high-performing email and SMS programs for a consumer-facing eCommerce brand. They bring deep expertise in customer segmentation, personalization, automation, testing, and performance optimization, while thinking beyond campaign execution to drive long-term customer growth and business performance.

** Klaviyo is Dansko’s current CRM/Marketing platform

Core Duties & Responsibilities

1. Customer Lifecycle Strategy

• Develop and own Dansko’s customer lifecycle strategy across email and SMS.
• Build customer journeys that increase engagement, retention, and customer lifetime value.
• Develop segmentation and personalization strategies that improve customer experience and business performance.
• Identify opportunities to improve repeat purchase, customer retention, and long-term customer value.
• Build and maintain a lifecycle roadmap aligned with business objectives.

2. Lifecycle Program Management

• Own the strategy, execution, and optimization of all lifecycle communications, including:
• Checkout Abandonment
• Post-Purchase Communications
• Cross-Sell & Upsell Programs
• Loyalty Communications
• Promotional Campaigns
• Serve as the internal subject matter expert for Klaviyo by managing:
• Campaign planning and execution
• Flow architecture
• Dynamic content
• Personalization
• List health and data hygiene
• Reporting and performance analysis
• Evaluation and implementation of new Klaviyo capabilities

4. Performance and Optimization

• Lifecycle revenue
• Customer Lifetime Value (LTV)
• Open and Click Rates
• Develop testing strategies and leverage insights to continuously improve customer engagement and business performance.

5. Cross-Functional Collaboration

Partner closely with Digital Commerce, Merchandising, Brand Marketing, Creative, Paid Media, and Analytics to:

• Support product launches and seasonal campaigns
• Align customer communications with business priorities
• Ensure consistent customer experiences across owned digital channels
• Identify opportunities to improve customer acquisition, engagement, and retention

Job Qualifications:

• 5+ years of experience managing customer lifecycle programs for a DTC or omnichannel consumer brand.
• Expert-level, hands-on experience with Klaviyo.
• Demonstrated success owning both lifecycle strategy and day-to-day execution.
• Deep expertise in email and SMS marketing.

Job Qualification Continued

• Strong understanding of customer segmentation, personalization, retention, and lifecycle automation.
• Experience interpreting customer data to develop growth strategies and business recommendations.
• Excellent project management and cross-functional collaboration skills.
• Strong written communication and attention to detail.
• Exceptional leadership and interpersonal skills to manage relationships and get things done across an organization. Ability to integrate online activities with the strategic activities of other departments.
• Experience scaling eCommerce businesses through lifecycle marketing initiatives. (preferred)
• Experience with loyalty programs and customer retention strategies. (preferred)
• Familiarity with A/B testing methodologies and experimentation frameworks. (preferred)

Educational Requirements:

• Bachelor’s degree in Marketing, Business, Communications, or related field (or equivalent experience).

Disclaimer

This job description indicates the general nature and level of work expected.

It is not designed to cover or contain a comprehensive listing of duties and responsibilities.

of employees assigned to this job.Employees may be asked to perform other duties as required.