Sr. Manager, Retention & Loyalty

Job Summary

The Senior Manager of Retention and Loyalty leads the execution and optimization of lifecycle marketing programs to drive repeat purchase, increase customer lifetime value (LTV), and strengthen brand engagement. This role supports a data-driven lifecycle ecosystem across owned channels, including email, SMS, and loyalty programs. They contribute to CRM audience strategy and segmentation and lead test-and-learn initiatives, using platforms such as Klaviyo, Shopify, and Yotpo to improve performance through data-driven insights. This role sets lifecycle and loyalty roadmaps while ensuring high-quality execution. They manage agency and technology partners and collaborate cross-functionally to deliver aligned programs. Primarily focused on North America, this role also contributes to CRM best practices across regions. Success is measured by improvements in retention, purchase frequency, and LTV.

Essential Functions

Description

• Leads the development and execution of retention and lifecycle marketing programs including CRM campaign calendar, automated journeys, and loyalty integration. Defines roadmap, prioritization, and success metrics across lifecycle stages (onboarding, engagement, retention, winback), ensuring programs drive measurable improvements in LTV and repeat purchase behavior. 
• Drives the performance and optimization of the loyalty program. Defines program structure, benefits, and unique offerings to drive program engagement, consumer retention, and increased consumer value. Continuously evaluates program effectiveness through data and consumer insights, identifying opportunities to enhance engagement, differentiation, and financial impact. 
• Leads the development and management of holistic consumer group strategies (e.g., VIP, professional, or community segments), including program design, and tailored experiences. Partners cross-functionally to ensure these programs are differentiated, scalable, and aligned with brand and commercial objectives. 
• Develops and evolves advanced segmentation frameworks and behavior-based journeys in close collaboration with Analytics and Digital Experience. Champions a consumer group test-and-learn agenda across channels, leveraging A/B testing, audience insights, and performance data to continuously optimize messaging, timing, and consumer experience. 
• Leverages consumer data, RFM analysis, and performance reporting to evaluate program effectiveness, identify growth opportunities, and inform strategic decision-making. Partners with analytics teams to enhance data models and measurement frameworks. 
• Contributes to acquisition strategies via owned channels, driving high-quality list growth across eCommerce, retail, and other touchpoints, with a focus on long-term engagement and value creation. 
• Manages agency and technology partners and serves as a key stakeholder in aligning lifecycle marketing with broader business objectives. 
• Manages and develops a team responsible for executing lifecycle marketing initiatives. Partners cross-functionally with brand, product, merchandising, and analytics to ensure coordinated campaign delivery. Contributes insights and learnings to CRM best practices within the Digital Marketing center of excellence.

Please note this job description is not designed to contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties responsibilities and activities may change at any time with or without cause.

Qualifications

• Bachelor's Degree in Business, Marketing, Communications, or related field required.
• Minimum six (6) of experience configuring and leveraging advanced capabilities i