Retention & Lifecycle Marketing Manager

Goldie Locks® | Fully Remote

Company Description

Goldie Locks® is a fast growing luxury hair care brand dedicated to self expression, confidence, and care through science backed and high performance products. Our range includes supplements, styling solutions, and consciously crafted formulas that transform hair from the inside out. We provide in-depth stylist education, hands on support, salon first perks, and brand partnerships to elevate the hair care journey for stylists, clients, and salon owners alike. At Goldie Locks®, we strive to build a connected community and be a trusted partner in every individual's Hair Story.

The Role

We’re hiring a Retention & Lifecycle Marketing Manager to own the full customer retention engine across Email + SMS with direct integration into performance marketing, ecommerce, and site experience.

This is not a siloed CRM role.

You will ensure:

• Every message aligns with active paid campaigns
• Every promotion matches site banners and PDP messaging
• Every flow feels intentional, not automated
• Every customer touchpoint ladders into higher LTV

You will own lifecycle strategy end-to-end from first ad click to post purchase to subscription retention and win back.

If you’re a Klaviyo expert who understands performance marketing, Shopify data, and customer psychology this role is built for you.

What You’ll Own

1. Lifecycle Strategy & Journey Architecture

• Own the retention roadmap across Email + SMS
• Increase:
• Customer Lifetime Value
• Repeat purchase rate
• Subscription retention
• Revenue per recipient
• Audit and optimize all flows:
• Welcome Series
• Abandoned Cart
• Browse Abandonment
• Post-Purchase
• Replenishment
• Win-Back
• VIP
• Churn-risk
• Map the full funnel:
• Ad → Site → Checkout → Post-Purchase → Replenishment → Advocacy
• Identify friction points and eliminate drop-offs

2. Campaign Alignment with Performance & Site

• Partner closely with Performance Marketing to ensure:
• Offers match paid creative
• Messaging is cohesive across channels
• Win-back and promo strategies don’t cannibalize acquisition
• Align retention campaigns with:
• Website banners
• PDP messaging

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• Promotional calendars
• Inventory positioning
• Build a rolling retention calendar that integrates with launches and events

3. Execution Excellence

• Build and QA all campaigns inside Klaviyo
• Own segmentation logic and timing
• Catch errors before they go live
• Manage workflow inside Asana with:
• Creative
• Copy
• Performance
• Ecommerce
• Maintain brand voice integrity in every touchpoint

4. Data, Segmentation & Personalization

• Use Shopify + Klaviyo data to build advanced segments:
• High LTV
• Subscription churn risk
• Performance-acquired cohorts
• Recent browsers
• VIP customers
• Implement dynamic personalization and behavior-based content
• Ensure real-time event triggers function flawlessly
• Translate paid channel insights into retention strategy

5. Optimization & Testing

• Own weekly + monthly KPI reporting:
• Revenue per recipient
• Repeat purchase rate
• LTV
• Conversion rate
• Deliverability
• List growth
• Run structured A/B tests:
• Subject lines
• Send times
• Offers
• Creative
• Landing page alignment
• Build a closed-loop feedback system between acquisition and retention

6. Subscription & Referral Growth

• Manage and grow subscription communications (Skio experience preferred)
• Build churn reduction sequences
• Optimize replenishment cadence
• Integrate referral program messaging into lifecycle flows

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• Support direct mail when appropriate

What We’re Looking For

Experience

• 4+ years in Lifecycle / Retention / CRM Marketing (DTC preferred)
• Deep Klaviyo expertise (advanced flows + analytics)
• Strong Shopify fluency
• Experience collaborating with performance marketing teams
• Proven track record increasing LTV or repeat rate

Technical Skills

• Klaviyo (advanced segmentation + SMS)
• Shopify data + event triggers
• SKIO (strong plus)
• Asana
• Google Sheets / Excel
• GA4 or ecommerce analytics platforms

Ideal Background

• Beauty, wellness, or replenishment categories
• Experience managing subscription-based models
• Understanding of purchase cadence psychology
• Familiarity with paid platforms (Meta, Google)

How You Work

• Data-driven but brand sensitive
• Detail obsessed with strong QA discipline
• Comfortable flagging misalignments before they become problems
• Independent, structured, and process oriented
• Proactive communicator
• Strategic thinker who sees retention as a growth lever not a support channel

What Success Looks Like

• Retention revenue meaningfully contributes to total revenue mix
• Subscription churn decreases
• Repeat purchase rate climbs
• Cohort LTV increases
• Email + SMS feel like a natural extension of site and ads
• No disjointed messaging across channels

This role gives you ownership of the retention engine while keeping you tightly integrated with performance and ecommerce so that every customer interaction feels cohesive.

If you’ve built lifecycle programs that drove measurable revenue growth, we want to see it.

Apply with your resume and a brief note sharing one flow or retention initiative you built that drove meaningful impact.