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Senior Manager, CRM and Retention Marketing

Skullcandy

Park City, UT • On-site

Full-time

Posted 3 days ago

New


Job description

The Senior Manager, Retention is responsible for end-to-end strategy and execution of email, SMS, and loyalty programs, with a clear mandate to maximize customer lifetime value, repeat purchase rate, and long-term brand affinity.
Sitting at the intersection of marketing, ecommerce, and data, this leader will drive a best-in-class retention program that deepens customer relationships, increases engagement, and fuels profitable growth.
Primary Functional Responsibilities
Retention Strategy & CLTV Growth
  • Define and execute a comprehensive retention strategy focused on increasing CLTV, purchase frequency, and customer engagement
  • Own key retention KPIs including repeat rate, churn reduction, AOV, and cohort performance
  • Develop customer segmentation strategies to personalize lifecycle journeys across channels
  • Identify and scale high-impact opportunities across onboarding, cross-sell, and winback

Email & SMS Marketing
  • Lead the strategy, planning, and execution of email and SMS programs across all lifecycle stages
  • Oversee campaign calendar, automation flows, and triggered messaging (welcome, post-purchase, replenishment, winback, etc.)
  • Continuously optimize channel performance through testing (creative, cadence, offers, segmentation)
  • Partner with creative and content teams to deliver compelling, on-brand messaging

Loyalty & Customer Engagement
  • Own and evolve the loyalty program strategy, including program structure, benefits, and member experience
  • Identify opportunities to drive enrollment, engagement, and incremental revenue from loyalty members
  • Integrate loyalty into broader lifecycle marketing to create a seamless, high-value customer journey

Lead Through Innovation
  • Stay ahead of industry trends, leverage emerging technologies, and champion AI-driven solutions that enhance CRM performance, personalization, and operational efficiency.

Data, Analytics & Testing
  • Leverage data to inform strategy, including cohort analysis, LTV modeling, and customer behavior insights
  • Establish a robust testing roadmap across channels to continuously improve performance
  • Partner with analytics teams to build dashboards and reporting that track retention health and ROI
  • Translate insights into actionable strategies that drive measurable business impact

Cross-Functional Collaboration
  • Partner closely with Ecommerce, Acquisition, Digital Experience, and Brand Marketing teams to align on customer journey and growth priorities
  • Collaborate with IT to ensure best-in-class martech stack and execution
  • Align retention efforts with broader promotional, merchandising, and product strategies

Team Leadership
  • Manage and develop a high-performing retention team
  • Foster a culture of ownership, experimentation, and continuous improvement
  • Provide clear direction, prioritization, and coaching to drive team effectiveness

Required Experience & Skills
  • 6-8 years of experience in CRM, retention, or lifecycle marketing, preferably in DTC or ecommerce
  • Proven track record of driving CLTV growth and retention performance at scale
  • Deep expertise in email and SMS platforms (Klaviyo, Attentive a plus)
  • Experience owning or contributing to loyalty program strategy and execution
  • Strong analytical mindset with experience in cohort analysis, segmentation, and testing frameworks
  • Ability to balance strategic thinking with hands-on execution
  • Excellent cross-functional leadership and communication skills
  • Experience managing and developing teams