Retention & CRM Senior Manager

Job description

TULA and sister brands are scaling from digital-first brands into omnichannel players, and retention economics are now a primary lever of DTC profitability. We're hiring a Retention & CRM Senior Manager to own email, SMS, loyalty, and subscription across both brands — a role charged with turning owned channels into a compounding, always-on growth engine, not a support function to acquisition. This person will manage an external CRM agency on execution, but the role itself is a strategic, hands-on, revenue-owning seat. We need someone who lives in the data, iterates constantly, and treats every send, flow, and segment as a test to beat — while never losing sight of brand voice and storytelling. The ideal candidate is an expert of the retention and lifecycle marketing space: someone who is plugged into what's working across DTC and beauty, brings outside inspiration in, and is genuinely excited about how AI can upgrade both performance and workflow. **WHAT YOU'LL OWN** - **Retention & CRM Strategy** - Set the retention roadmap across TULA and sister brands, with clear revenue, retention rate, and LTV targets by brand. - Build the annual and quarterly lifecycle calendar, balancing always-on flows, campaign moments, and brand storytelling. - **Email & SMS** - Own strategy, segmentation, and performance across email and SMS for both brands, briefing and directing the CRM agency on execution. - Drive continuous testing of offers, cadence, creative, and audience segmentation to increase revenue per send and reduce list fatigue. - Lead list growth strategy across e-mail and SMS collaborating cross-functionally on solutions to acquire new subscribers ahead of the unsubscribe rate. - **Loyalty** - Own the loyalty program strategy and roadmap — enrollment growth, tier design, redemption behavior, and its contribution to repeat purchase and LTV. - **Subscription** - Own subscription strategy end-to-end: acquisition into the program, plan/cadence optimization, subscription incentives, save-and-win-back flows, and churn reduction. - **Data & Iteration** - Be the person in the weeds on the numbers — cohort retention, LTV curves, channel-level attribution, flow-by-flow performance — and translate it into a prioritized action plan every week. - Build the reporting cadence and dashboards that make retention performance visible and actionable to CRO and P&G leadership. - **Agency Management** - Set strategy, briefs, and standards for the CRM execution agency; hold them accountable to a results-first roadmap and a fast test-and-learn cadence. - **AI & Workflow Innovation** - Identify and pilot AI tools/workflows that improve personalization, segmentation, content velocity, and reporting — for both the brand and the internal ways of working. - **Cross-Functional & Cross-Brand Leadership** - Partner with brand, creative, ecommerce, and paid media to ensure retention strategy reflects each brand's distinct voice while sharing best practices and infrastructure across TULA and sister brands. **SUCCESS METRICS** - Retention rate and repeat purchase rate by brand - Customer LTV and LTV:CAC contribution from retained customers - Email + SMS attributed revenue and % of total DTC revenue - Subscription enrollment, retention, and churn rate - Loyalty enrollment, engagement, and redemption rate **WHAT YOU BRING** - 7+ years in CRM, lifecycle, or retention marketing, ideally in DTC beauty, CPG, or a comparable high-frequency-purchase category - A track record of owning revenue targets through email, SMS, loyalty, and/or subscription — not just running programs, but growing them - Deep fluency in CRM/ESP platforms (e.g., Klaviyo, Attentive, Yotpo, or similar) and in reading performance data to find the next lever, not just the last result - Experience managing agencies or external execution partners, with the strategic authority to direct rather than simply approve their work - A genuine passion for the beauty and DTC space — someone who follows the industry, studies great retention and lifecycle programs, and brings fresh inspiration into the work - Real curiosity about applying AI to marketing performance and team workflows, with examples of tools or approaches you've tested or implemented - A blend of analytical rigor and brand instinct — equally comfortable in a cohort analysis and in a creative review - A bias toward action: relentlessly results-oriented, allergic to "good enough," and energized by daily iteration **WHO THRIVES HERE** This role suits someone who wants ownership, not just execution — who wants to be measured on sales and retention outcomes, and who finds genuine satisfaction in the grind of testing in a fast-paced environment, using data and iteration required to get there. You'll work closely with the CRO and cross-functionally across two distinct, growing brands inside a P&G-backed platform — with the speed of a challenger brand and the resources of a strategic parent.