Senior Manager, Lifecycle Marketing & CRM

About Us

Sunday Riley is a female-founded and led skincare brand focused on creating innovative, effective products that blend high-tech ingredients with natural elements. The company prioritizes sustainability, clean and cruelty-free formulation, and is plastic neutral.

Role Overview

We are seeking a Senior Manager for Lifecycle Marketing & CRM to fully manage and optimize the customer journey through email, SMS, CRM segmentation, lifecycle marketing, loyalty programs, list growth, and retention analysis. This role involves building and owning a sophisticated CRM engine supporting global list management, skincare-specific segmentation, AI-driven customer insights, personalized education, and advanced retention tracking.

Key Responsibilities

• Lead end-to-end management of email and SMS marketing programs, including strategy, content calendars, copywriting, messaging, automation, segmentation, testing, deployment, and performance improvement.
• Develop and execute global audience growth and segmentation strategies, focusing on list-building, subscriber acquisition, consent management, and skincare-relevant data capture.
• Optimize lead capture experiences such as forms, quizzes, pop-ups, and landing pages to ensure compliant, clean data collection and high conversion rates tailored to skincare concerns.
• Rapidly create skincare-centric customer segments using CRM data, quiz responses, purchase behavior, engagement signals, AI analyses, and regional considerations.
• Design segmentation approaches that consider factors like skin type, product interest, purchase behaviors, replenishment cycles, loyalty status, lifecycle stage, and market region.
• Build targeted lifecycle journeys addressing customer groups including first-time buyers, repeat purchasers, lapsed customers, loyalty members, and others defined by skin concern or region.
• Implement and refine standard lifecycle flows such as welcome series, post-purchase nurturing, replenishment reminders, cross-sell and upsell campaigns, product education, win-backs, browse and cart abandonment, and reactivation sequences.
• Leverage AI tools like Claude and ChatGPT for insights, content adaptation, accelerated campaign creation, and message relevancy improvements.
• Personalize communications, education, offers, and product recommendations through analysis of quiz results, site behavior, purchase data, and customer feedback.
• Lead customer insight initiatives including surveys, feedback collection, review analysis, and CX theme identification to inform strategy and site optimization.
• Create compelling email and SMS copy by adapting internal educational materials, blog content, campaign assets, founder stories, and ingredient narratives.
• Collaborate with Creative teams on visual and design elements while independently managing messaging, copy direction, customer journeys, and performance metrics.
• Monitor performance metrics such as revenue, conversion rates, open and click rates, unsubscribe rates, deliverability, list health, engagement, and market-specific results.
• Drive loyalty program development and management including strategy, customer communication, member journeys, rewards management, segmentation, reporting, and ongoing optimization.
• Create tailored loyalty lifecycle messaging covering program enrollment, points education, rewards reminders, milestone celebrations, reactivation efforts, and VIP engagement.
• Use data on loyalty status, purchase patterns, engagement, and market dynamics to personalize loyalty communications and experiences.
• Track loyalty program success via enrollment, participation, redemption rates, revenue attributed to loyalty, repeat purchase, and member engagement metrics.
• Build and maintain comprehensive reports covering lifecycle, CRM, retention, loyalty, email/SMS campaigns, list growth, and overall performance.
• Monitor key performance indicators including repeat purchase rates, lifetime value, reward redemption, conversion, form completions, landing page efficiencies, and cohort behaviors across markets.
• Develop and manage a robust testing roadmap across subject lines, offers, segmentation, send times, creative approaches, messaging, lifecycle and loyalty flows, landing pages, lead capture, and global audience targeting.

Qualifications

• At least 5 years of experience in lifecycle marketing, CRM, retention, or email/SMS marketing within ecommerce or DTC brands, preferably in beauty, skincare, wellness, or consumer packaged goods sectors.
• Comprehensive expertise managing email/SMS programs including strategy, lifecycle flows, segmentation, deliverability, QA, testing, reporting, and optimization.
• Strong ability to write and develop lifecycle messaging from product education, ingredient storytelling, customer insights, blogs, founder content, and campaign materials.
• In-depth knowledge of beauty and skincare, capable of translating product benefits, skin concerns, regimens, and customer behavior into impactful messaging.
• Experience crafting audience segments and lifecycle journeys grounded in skin type, concern, product interest, purchase cycles, engagement, lifecycle stage, and regional requirements.
• Proficient in integrating AI platforms like Claude and ChatGPT into marketing workflows for content creation, segmentation, customer insights, reporting, testing, and optimization.
• Background in building, launching, or managing loyalty or rewards programs focused on customer retention and engagement.
• Familiarity with ecommerce and CRM tools such as Klaviyo, Shopify, Attentive, LoyaltyLion, or similar.
• Highly organized with strong attention to detail, able to operate strategically and hands-on within a fast-moving, collaborative environment.
• Well-versed in email and SMS legal compliance including CAN-SPAM, TCPA, GDPR, consent management, deliverability, and subscriber best practices.

Additional Information

This description is not exhaustive and responsibilities may evolve without prior notice.

Benefits

We offer a remote work setup, generous paid time off, volunteer time off, opportunities for travel, and an entrepreneurial work culture.

Equal Employment Opportunity

Sunday Riley is an inclusive employer promoting diversity and equality in hiring and workplace culture, prohibiting discrimination based on legally protected characteristics.

Corporate Social Responsibility

We are dedicated to producing high-quality, effective products while maintaining ethical business practices, promoting human rights, diversity, sustainability, and customer safety, with employees expected to align with these core values.