Senior Manager CRM Brand Loyalty

Orveon Global•New York, NY

26d•Hybrid

About The Position

The Senior Manager CRM Brand Loyalty will own and optimize the customer lifecycle across email, SMS, loyalty, and other owned channels. This is a highly strategic and hands-on role, responsible for developing personalized, data-driven campaigns that nurture relationships, increase repeat purchase rates, and turn first-time buyers into loyal brand advocates. The ideal candidate is both creative and analytical, with a deep understanding of DTC customer behavior, retention metrics, and performance marketing tools.

Requirements

5–7 years of experience in retention, lifecycle, or CRM marketing at a DTC or eCommerce brand (beauty or wellness strongly preferred).
Proven track record of owning and growing email and SMS programs, ideally with tools like Klaviyo, Cordial, or similar.
Deep understanding of customer segmentation, A/B testing, and performance metrics related to retention and LTV.
Highly analytical with the ability to translate data into insights and action.
Strong project management skills and attention to detail.
Passion for beauty, customer experience, and storytelling.

Nice To Haves

Experience with loyalty and subscription programs is a strong plus.

Responsibilities

Lifecycle Strategy & Execution Own the retention marketing roadmap—including email, SMS, and loyalty strategy—focused on increasing customer engagement, repeat rate, and LTV.
Build and optimize lifecycle flows (welcome, replenishment, post-purchase, winback, etc.) tailored to customer segments and behaviors.
Develop retention strategies that align with product launches, promotional moments, and broader marketing campaigns.
Segmentation & Personalization Leverage customer data to build audience segments based on purchase behavior, engagement, demographics, and lifecycle stage.
Create personalized, dynamic campaigns that speak to different customer journeys—from new subscribers to VIP customers.
Continuously test messaging, creative, send time, and cadence to improve campaign effectiveness.
Channel Ownership & Optimization Manage all aspects of email and SMS programs in platforms such as Klaviyo or Cordial, from strategy to execution to reporting.
Partner with Creative and Copy teams to develop content that aligns with brand voice and drives action.
Work closely with Tech and Ops teams to ensure email/SMS integrations, tracking, and automations are functioning properly.
Loyalty, Subscription & Retention Programs Collaborate cross-functionally to enhance and grow customer loyalty programs, subscription offerings, and referral initiatives.
Analyze customer retention cohorts to identify churn risks and propose proactive retention tactics.
Drive growth and participation in loyalty programs, ensuring they deliver value to both customers and the business.
Analysis & Reporting Own retention KPIs including repeat rate, churn rate, LTV, time between purchases, and engagement metrics.
Develop dashboards and reporting to track performance, surface insights, and inform future strategy.
Present findings and recommendations to leadership regularly, with a focus on actionable insights and measurable outcomes.