CRM & Retention Marketing Manager

About Petite Keep

Petite Keep is a fast-growing direct-to-consumer brand dedicated to redefining keepsakes through personalization, craftsmanship, and celebrating meaningful moments. Our core values include a strong focus on customer obsession, continuous learning, optimism, accountability, and attention to detail.

Role Overview

We are looking for a CRM & Lifecycle Marketing Manager responsible for managing email, SMS, and direct mail channels that engage directly with our customers. This position reports to the Senior Director of Growth and collaborates closely with creative, ecommerce, and performance marketing teams to convert customer insights into revenue, addressing segments from first-time gift buyers to repeat customers building collections.

This role demands both strategic leadership and hands-on execution in a rapidly expanding company. You'll deeply understand our customers at both data and personal levels, crafting messages tailored to various customer journeys and occasions.

Key Responsibilities

• Manage the entire Klaviyo platform, including flow creation, segmentation, campaign scheduling, testing strategies, deliverability, and list health for email and SMS communications.
• Oversee the direct mail program by directing targeting strategies, briefing creative teams, evaluating performance, and enhancing channel growth and ROI.
• Develop and execute loyalty and referral programs to boost repeat purchases and incremental sales.
• Create a segmentation and personalization framework centered around significant customer milestones such as due dates, weddings, and gifting events to ensure messaging is meaningful and specific.
• Monitor and report on channel effectiveness, including revenue attribution, list expansion, deliverability metrics, and customer lifetime value.
• Design and implement a comprehensive testing plan across all retention channels.
• Collaborate with the creative and brand teams to maintain a consistent and high-quality lifecycle messaging experience for customers.
• Manage relationships with vendors like Klaviyo and direct mail partners, staying updated on the latest platform features and best practices.

Candidate Requirements

• 4 to 7 years of hands-on experience in CRM, lifecycle, or email/SMS marketing within a DTC or ecommerce environment.
• Proven expertise in Klaviyo with the ability to construct intricate flows and targeted segments.
• Experience with direct mail marketing is highly preferred.
• A strong analytical mindset, capable of generating custom reports, understanding attribution models, and segmenting customer cohorts precisely.
• Genuine customer-centric approach, eager to deeply understand both broad trends and individual customer behaviors.
• Keen awareness of brand voice and the ability to identify if communications deviate from the brand’s tone.
• Excellent collaboration skills and a positive attitude towards cross-functional teamwork.
• Adaptability to thrive in a dynamic, small team environment with full ownership of results.

Additional Assets

• Experience with SMS, loyalty, and direct mail platforms.
• Familiarity with Shopify.
• Background working with premium lifestyle brands.

Benefits

• Unlimited Paid Time Off
• 10 paid holidays annually
• Paid parental leave
• Annual product allowance and employee discount on Petite Keep products
• Monthly wellness stipend
• $1000 educational stipend
• Employer-funded one-month sabbatical available after five years of service