Lifecycle Marketing Specialist

Position Summary The Lifecycle Marketing Specialist supports the strategic development of customer lifecycle marketing plans and executes approved initiatives across email, SMS, and related channels. This role plays a key part in driving demand capture and customer retention by building thoughtful approaches to segmentation, testing, and automated flows that align with overall business objectives. The Specialist champions a data-driven mindset, leveraging segmentation, automation, and rapid testing to optimize the customer journey. The Specialist works closely with e-commerce, design, IT, and analytics to shape and carry out plans that maximize customer lifetime value and is accountable for channel revenue growth. Essential Functions : Supports the development of lifecycle marketing strategies and executes approved initiatives across email and SMS, focusing on automated flows (welcome, win-back, cart abandonment, etc.), segmentation, and personalization to drive customer retention and conversion. Builds, monitors, and executes a tactical and testing roadmap (A / B and multivariate), providing recommendations to improve messaging, segmentation, and timing. Drives aggressive customer database growth by partnering with acquisition, e-commerce, and retail teams to identify and executes opportunities for growing our email and SMS lists through website capture, in-store initiatives, events, promotions, and other channels, ensuring a steady pipeline of new engaged customers for lifecycle programs. Works with IT and data teams to access and leverage clean, actionable data, supporting segmentation, predictive approaches, and performance analysis. Builds, refines, and documents audience segments and customer journeys to tailor messaging across lifecycle stages. Establishes business review and reports, sharing email and SMS analysis and suggested optimizations with stakeholders. Collaborates cross-functionally with brand, retail, design, operations, and e-commerce teams to ensure cohesive execution of campaigns and brand initiatives. Supports SMS program expansion by building plans and executing campaigns that complement email efforts and follow compliance standards. Serves as the primary user of Klaviyo (or similar platform), leveraging advanced features to build segmentation, automation and personalization opportunities. Monitors competition strategies and “best-in-class" email / SMS retail strategies to optimize tactics and drive innovation. Ensures compliance with CAN-SPAM 2003 laws and applicable SMS regulations. Other duties as assigned. Requirements / Qualifications : 4+years of progressive experience in marketing with specific expertise in email and SMS lifecycle marketing, segmentation, and automated flows. Retail e-commerce experience is required. Hands-on experience with Klaviyo or comparable platforms, including advanced segmentation, flow building, and analytics. Strong analytical skills with proven experience tracking and interpreting e-commerce metrics using tools like Google Analytics and Klaviyo dashboards. Demonstrated ability to design and execute robust testing strategies and pivot based on learnings. Familiarity working with data teams to define requirements and improve marketing data integrity. Strong project management skills, with the ability to manage multiple initiatives and deadlines. Exceptional communication, collaboration, and interpersonal skills to work cross-functionally and influence stakeholders. Love of books and reading. Physical requirements – Group D

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