Retention Manager

Role Overview We're hiring someone to own retention at Bells of Steel: email, SMS, lifecycle automation, and the customer data behind repeat purchases. Right now repeat purchase rate and customer lifetime value are things that happen to us. We want someone to manage them. This is a hands-on job. You'll write the copy and build the flows yourself, with tools like Claude Code and Claude Cowork to help you move faster on volume. There's no team to manage today, though there's room for that to change as the function grows. One thing worth saying upfront: we sell racks, barbells and plates, not consumables. Nobody replenishes a squat rack. Repeat purchase here means moving a first-time buyer to their second and third product, and bringing lapsed customers back. If your retention playbook is built around subscriptions and refills, this role will feel unfamiliar. Why it matters Retention funds everything else. A better repeat rate and healthier margins give us room to invest in brand and paid acquisition. Email and SMS already drive real revenue without a dedicated owner, so we think there's significant upside in doing it properly. You'll have a clear mandate, defined targets, and a seat in marketing planning. What you'll do Email, SMS and lifecycle Own Klaviyo across all four storefronts (US, Canada, AU, UK): campaigns, flows, segmentation, templates, deliverability. Build and keep improving the core flows: welcome, abandoned cart and checkout, browse abandonment, post-purchase, win-back, sunset, VIP. Build the cross-sell and category expansion program. This is the centre of the job. Most customers come back for plates, a bench, a bar, accessories, apparel, or whatever category we launch next. Own the retention side of the marketing calendar: promotional sends, product launch support, lifecycle touchpoints. Write well. A strong script carries a flow. You'll pull raw material from reviews, customer results, UGC and launch content and turn it into messages people actually open. Grow the list through on-site capture and opt-in strategy, without wrecking deliverability doing it. Keep reviews and referrals working alongside email and SMS so they feed the flows. Protect sender reputation: list hygiene, sunset policies, SPF/DKIM/DMARC. Retention strategy and CLV Set targets for repeat purchase rate and CLV, report on them, and run the initiatives that move them. Work out which customers, segments and first products actually retain, then hand that back to Paid and Affiliate so we buy more of the people who come back. Retention starts with who we acquire. Own an annual retention roadmap with a quarterly plan. We want steady optimization plus a couple of genuinely different bets each year, rather than fifty versions of the same send. Assess whether a loyalty or rewards program is worth building, and build it if the answer is yes. We're treating this as an open question. Maintain the segmentation and cohort views that connect retention activity back to revenue. Work with Finance to keep the CLV model current and validate what retention is contributing. Measurement and testing Build the retention dashboard and a weekly reporting cadence: attributed revenue, flow performance, list growth, engagement, deliverability, repeat rate, CLV. Track at least one leading indicator, like the share of buyers who move into a second product category, so we can see progress before it shows up in repeat rate and CLV. Run a disciplined A/B testing program across subject lines, creative, offers, timing and segmentation. Document what you learn, and leave room for the bigger structural tests too. Working with the rest of the team Paid and Affiliate: suppression and win-back on the defensive side, high-CLV lookalike audiences on the offensive side. E-commerce: on-site conversion, landing pages, and the data capture that feeds retention. Customer Support and Brand: sourcing reviews and customer stories as fuel for flows, landing pages and paid, not just as sentiment to monitor. Who you are Required 3+ years owning email, SMS and lifecycle marketing for a DTC or e-commerce brand. Multi-store or multi-region experience is a plus. Genuine hands-on Klaviyo skill, or a comparable ESP. Flows, segmentation, deliverability, reporting. You build it, you don't brief it. Comfort with retention economics: repeat rate, cohorts, CLV, churn, and connecting activity to revenue. Strong writing and good judgment about brand voice. Enough self-direction to own a channel and a calendar without close oversight. Real familiarity with home gyms and strength training. You should be able to write credibly about equipment. Nice to have Cross-sell or expansion revenue experience in a higher-AOV, considered-purchase category. Experience launching or running a loyalty program. SMS, direct mail, or other retention channels beyond email. Reviews and referral tools (Okendo, Yotpo, Recharge and similar). Working knowledge of Shopify and GA4.

You will own the end-to-end retention strategy, including email, SMS, and lifecycle automation across multiple storefronts. This involves building flows, managing segmentation, and analyzing customer data to drive repeat purchases and improve lifetime value.

The role requires 3+ years of experience in email, SMS, and lifecycle marketing for a DTC or e-commerce brand. You must possess hands-on technical skills with platforms like Klaviyo and a strong understanding of retention economics.

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Relevées dans la description du poste. Confirmez les exigences importantes ci-dessus.

• Email Marketing
• SMS Marketing
• Lifecycle Automation
• Klaviyo
• Customer Lifetime Value
• Data Analysis
• Copywriting
• Segmentation
• A/B Testing
• Shopify
• Google Analytics 4
• Retention Strategy
• Deliverability
• Marketing Automation
• E-commerce
• Marketing Calendar
• Claude Code
• Cross-Selling
• Claude Cowork
• Advertising Mail
• Automation
• Customer Support
• Customer Data Management
• Loyalty Programs
• Domainkeys Identified Mail
• Economics
• Finance
• Marketing
• Marketing Planning
• Strength Training And Conditioning
• Data Capture

• Marketing
• Data & Analytics
• Retail
• Customer Service & Support
• Retention Manager
• Marketing Automation Manager
• Sales and Marketing Managers
• Marketing Managers

Expérience minimale

2+ ans

Langue de l’offre

anglais

Heures de travail

40 heures par semaine