Email and SMS Marketing Specialist

Role Overview

The Email & SMS Marketing Specialist will own the full post-purchase customer journey, building and optimizing retention systems across email, SMS, loyalty, referrals, and reviews. This role is responsible for creating lifecycle strategies that increase repeat purchase behavior, improve customer lifetime value, and strengthen long-term brand loyalty through data-driven owned-channel execution.

Key Responsibilities

Email & SMS Strategy

• Own the full lifecycle ecosystem across Klaviyo, including flows, campaigns, segmentation, deliverability, and list health.
• Lead SMS strategy through Attentive, managing campaign execution, subscriber growth, compliance, and revenue attribution.
• Coordinate cross-channel journey logic between Klaviyo and Attentive, including suppression logic, frequency capping, and sequencing.
• Build and optimize lifecycle automations, including welcome flows, post-purchase journeys, browse abandonment, cart recovery, winback, sunset, VIP, and replenishment programs.
• Own the campaign calendar across weekly sends, product launches, seasonal pushes, and branded content initiatives.

Retention & Loyalty

• Redesign and optimize loyalty and rewards programs using platforms such as Rivo, including tier structures, reward mechanics, and earning rules.
• Build and launch referral programs that generate measurable attributed revenue.
• Own repeat purchase rate, customer lifetime value, and retention metrics as core business KPIs.
• Develop reactivation strategies for lapsed customers, one-time buyers, and seasonal purchasing segments.
• Share retention insights that support broader acquisition strategy decisions.

Customer Segmentation & Personalization

• Build behavioral customer segments using purchase frequency, category affinity, channel preference, seasonal patterns, and RFM modeling.
• Develop personalized messaging, offers, and content strategies tailored to customer segments.
• Use survey data and purchase history to improve message timing, content relevance, and offer effectiveness.
• Apply lifecycle messaging to address customer value perception and improve retention outcomes.

Reviews & Social Proof

• Own review solicitation strategy through Okendo, including timing optimization and incentive strategies for photo and video reviews.
• Build systems to increase review volume and quality across the customer base.
• Implement post-purchase NPS and CSAT collection programs and establish feedback loops.
• Partner with ecommerce teams to integrate UGC and review content into product pages and site experiences.

Analytics & Reporting

• Build and maintain retention dashboards covering LTV by cohort, repeat purchase rate, flow performance, campaign ROI, list growth, and referral attribution.
• Run weekly reporting that identifies performance drivers, learning opportunities, and next actions.
• Connect email and SMS channel performance directly to revenue goals and retention targets.

Qualifications

Experience

• 3-5 years of lifecycle marketing or retention ownership within a DTC brand environment.
• Deep expertise in Klaviyo, including advanced segmentation, dynamic content, A/B testing, and deliverability management.
• Strong hands-on experience with Attentive or similar SMS platforms, such as Postscript.
• Experience building or rebuilding retention programs with measurable revenue impact.
• Loyalty and referral program launch experience with demonstrated performance outcomes.

Skills

• Strong analytical thinking with fluency in cohorts, LTV, RFM analysis, and retention modeling.
• Strong copywriting ability for subject lines, campaign messaging, and lifecycle content.
• Ability to manage email and SMS across separate platforms with strong operational discipline.
• Design proficiency using Figma or Adobe Photoshop.
• Strong documentation habits and ability to build systems independently.

Bonus Points

• Experience with Shopify-native loyalty tools such as Rivo.
• Experience with Okendo or similar review platforms focused on UGC and review optimization.
• Referral program launch ownership.
• Background in brands with $10M to $80M DTC revenue and physical products.
• Experience in apparel, golf, lifestyle, or fashion categories.
• Exposure to zero-party data collection strategies, such as quizzes, preference centers, or progressive profiling.
• Experience building seasonal or weather-triggered lifecycle campaigns.

What Success Looks Like

• Lifecycle flows in Klaviyo and Attentive are rebuilt and outperform previous benchmarks.
• A new loyalty structure launches with a measurable lift in repeat purchase rate.
• A referral program generates attributable revenue.
• Weekly retention reporting clearly ties owned-channel activity to revenue goals.
• Review generation becomes systematic and scalable.
• Leadership has confidence that post-purchase growth is fully owned and optimized.

Opportunity

This role offers the opportunity to build a high-impact retention engine inside a fast-growing consumer brand where customer loyalty directly fuels long-term growth. The person in this role will have strong ownership, visibility, and direct influence on how customer relationships compound over time.

Application Process

To be considered for this role these steps need to be followed:

• Fill in the application form
• Record a video showcasing your skill sets

Key skills/competency

• Email Marketing
• SMS Marketing
• DTC
• Klaviyo
• Attentive
• Retention Marketing
• Customer Lifetime Value
• Loyalty Programs
• Referral Programs
• Data Analysis