CRM Manager — Lifecycle and Hyper-Personalization

CRM Manager — Lifecycle and Hyper-Personalization

100% Remote · Working-hours overlap with GMT+8–AEST required · Reports to Head of Retention/CX

Own the driver's seat of Rest's hyper-personalization flywheel — and train the AI agents that will multiply your impact.

Why this role exists:

Rest is a global, remote-first sleep brand on a mission to Ensure Everyone Gets a Good Rest. We are betting our next phase of growth on hyper-personalization: a unified customer data platform, deeply enriched customer profiles, and a lifecycle programme designed to move every customer from first purchase to loyal advocate.

The data foundation and the lifecycle programme are being built right now. We are hiring the person who will run them, own the results, and make them better every week.

The impact you'll own:

• Drive the flywheel — own every lifecycle stage from new subscriber to VIP advocate, monitor stage-progression rates, diagnose drop-offs, and ship fixes 
• Operate the customer data platform day to day — segments, tags, and data quality on top of enriched customer profiles (demographic, behavioural, and purchase data). 
• Turn segments into messages — build the segment × stage messaging matrix, brief the email/content team on angles and personas, and QA everything before it ships.
• Power the loyalty loop — run referral and rewards touches inside lifecycle flows in close partnership with the Head of CX, who owns the referral and rewards programme and its revenue target.
• Prove it with numbers — run a disciplined testing roadmap; report weekly on stage-progression rates, flow revenue share, cohort LTV, and progress toward our LTV:CAC target.
• Bring the playbook — you will be our first dedicated CRM expert. Codify lifecycle best practice into SOPs and standards the whole team runs on.
• Build your AI co-pilot — help design and train AI agents on our data and your judgment so execution scales while you focus on strategy and design.

What you'll need (must-haves):

• 5+ years in CRM / lifecycle / retention for DTC ecommerce brands, with revenue results you can walk us through cohort by cohort
• Expert, hands-on Klaviyo — you've personally built the flows, segments, and campaigns yourself (Klaviyo is our platform)
• SMS lifecycle experience, including US compliance (TCPA / opt-in hygiene)
• Advanced segmentation using behavioural, predictive, and third-party enriched data (RFM, CLV, churn risk, propensity, enrichment platforms)
• Proven messaging-strategy ownership — examples of segment-differentiated copy direction that moved a metric
• Strong analytics: cohort / LTV / retention reporting and sound test design; 
• A structured communicator who can brief creative teams and coordinate across CX, growth, and data
• AI-forward: you already work with AI daily and are excited to train agents that multiply your output
• A self-directed operator who can run a channel end-to-end in a fully remote team

Bonus, not dealbreakers:

• Considered-purchase or long repurchase-cycle categories 
• Loyalty, membership, or ambassador programmes
• Deliverability ownership (authentication, list hygiene, sunset policies, inbox placement)

This role is probably not for you if…

• You set strategy and hand execution to an agency — this role is in the platform every week
• You want to maintain a mature, well-instrumented programme — ours is being built right now, and you'll shape it
• You see AI as a threat rather than the leverage that lets one great operator run what used to take a team

What we offer:

• Work-from-anywhere — we've been 100% remote since day one
• A greenfield programme with founder-level visibility: your work lands directly on revenue and customer experience
• Continuous learning and real career mobility in a fast-growing DTC brand
• A team that values diversity, inclusion, and different perspectives

About Rest:

We're a global, remote-first sleep brand redefining comfort through innovation in form, material, and technology. Our mission is simple: Ensure Everyone Gets a Good Rest. Our values: Be Kind · Be Agile · Be Open · Be Disruptive · Be Empathetic · Be Responsible · Be Better Than Yesterday.

How to apply:

Apply with your resume and a 2-line note on the strongest retention result you've driven. 

Belonging at Rest

Diversity drives better products and a better workplace. We welcome applicants from all communities and backgrounds — if you're excited about this role but don't tick every box, apply anyway.