CRM, Loyalty & Lifecycle Marketing Manager

About the Role

Xero Shoes seeks an experienced CRM, Loyalty & Lifecycle Marketing Manager to lead our eCommerce team's lifecycle communications across email, SMS, and loyalty programs. This pivotal role aims to deepen customer connections, enhance retention, increase lifetime value, and strengthen emotional alignment with our brand's mission of promoting natural movement and personal freedom.

The Manager will own the strategy, delivery, and results of Xero Shoes' entire customer retention system, balancing strategic planning with hands-on execution. The ideal candidate will be adept at creating long-term retention strategies, crafting and managing email and SMS campaigns, launching automated customer journeys, scrutinizing performance data, and uncovering chances to boost customer lifetime value.

Key Responsibilities

• Lead the CRM ecosystem, including promotional and triggered campaigns, SMS, segmentation, personalization, and loyalty initiatives.
• Create and update a comprehensive CRM roadmap aligned with business goals and customer retention opportunities.
• Ensure timely launches of CRM projects, with thorough testing, measurement, and continuous refinement.
• Detect and address gaps in the customer journey to improve engagement and satisfaction.
• Formulate and execute advanced retention and lifecycle marketing strategies spanning acquisition to reactivation.
• Design customer journeys tailored for onboarding, engagement, repeat purchasing, loyalty, and win-back efforts.
• Manage end-to-end email and SMS campaign development using platforms like Klaviyo and Attentive.
• Plan campaigns, segment audiences, brief creatives, QA, deploy, and analyze outcomes consistently across the CRM calendar.
• Optimize automated lifecycle flows including welcome series, cart abandonment, replenishment, review generation, churn prevention, win-back, and loyalty programs.
• Advance segmentation and personalization using customer data, behaviors, and loyalty status to deliver relevant messaging.
• Develop and maintain Xero Shoes’ loyalty program, enhancing repeat purchase rates and reducing discount dependency.
• Implement A/B testing strategies across communications and customer journeys, analyzing results to improve retention metrics.
• Extract actionable insights from customer data and retention KPIs to inform strategies and reporting dashboards.
• Collaborate closely with eCommerce, Brand, Product, and Creative teams to integrate CRM strategies with broader initiatives.

Qualifications

• Minimum 5 years of experience in CRM, retention, lifecycle, or email/SMS marketing roles.
• Demonstrable ownership of CRM strategy and hands-on execution, with proficiency in Klaviyo and Attentive platforms.
• Expertise in lifecycle marketing, segmentation, personalization, automation, and customer retention practices.
• Proven ability to develop automated lifecycle programs and manage complex CRM roadmaps.
• Strong project management, organizational, and prioritization capabilities.
• Analytical skills to translate customer data into actionable programs and improvements.
• Excellent communication and ability to work collaboratively across teams.
• Preferred experience includes managing loyalty programs, Shopify Plus, consumer apparel or lifestyle brands, and familiarity with Google Analytics, Looker, Excel, and customer data platforms.
• Experience supporting international markets is a plus.
• Bonus: Passion for movement, outdoor wellness, brand storytelling, and community engagement.

Benefits & Compensation

• Annual salary ranging from $110,000 to $115,000.
• Medical and dental coverage immediately upon employment.
• Employee-funded ancillary benefits options such as HSA/FSA, voluntary life, AD&D, accident, and critical care coverage.
• 401(k) plan eligibility after three months.
• Company-provided life insurance.
• Participation in employee bonus and incentive plans.
• Sick leave and vacation time accrual.

Additional Information

This is a full-time, onsite position reporting to the Director of eCommerce. Xero Shoes does not engage recruiters for this vacancy.