Email & SMS Marketing Manager / Specialist

About the Role

We're looking for an Email & SMS Marketing Manager to own and grow our retention marketing channels. You'll be responsible for building, optimizing, and scaling lifecycle campaigns and automated flows that drive revenue from our existing customer base — from welcome series to post-purchase, win-back, and everything in between.

This role is ideal for someone who lives at the intersection of strategy, copy, data, and automation, and who's excited to work in a fast-moving DTC environment where retention is a primary growth lever.

What You'll Do

• Own the end-to-end strategy, execution, and performance of email and SMS marketing programs
• Build and optimize automated flows (welcome, abandoned cart, browse abandonment, post-purchase, replenishment, win-back, VIP/loyalty)
• Plan and execute the promotional calendar across email and SMS in partnership with merchandising, creative, and paid media teams
• Segment and target audiences using behavioral, transactional, and lifecycle data
• Run structured A/B tests on subject lines, send times, creative, offers, and SMS copy
• Monitor deliverability health (sender reputation, SPF/DKIM, list hygiene, spam complaints) and troubleshoot issues proactively
• Ensure full compliance with CAN-SPAM, GDPR, and TCPA (especially critical for SMS)
• Report on key metrics — revenue per recipient, click-through rate, conversion rate, list growth/churn, flow-level ROI — and turn insights into action
• Manage and continually improve our Customer.io instance: workflows, event-based triggers, liquid templating, data pipelines/API integrations, and segmentation logic
• Collaborate with data/engineering teams to ensure clean, reliable event tracking feeds into our messaging platform
• Stay current on platform updates, industry benchmarks, and emerging best practices in retention marketing

What You'll Bring

• 2–5+ years of hands-on experience in email and SMS marketing, ideally within a DTC / e-commerce environment
• Proven expertise with Customer.io (required) — comfortable with event-based triggers, liquid/templating logic, and campaign builder workflows
• Experience with data pipelines or APIs feeding a messaging platform (e.g., Segment, product/behavioral event data) is a strong plus
• Strong understanding of segmentation, personalization, and lifecycle marketing principles
• Working knowledge of email deliverability fundamentals (authentication, warm-up, list hygiene)
• Familiarity with SMS compliance requirements (TCPA, opt-in/opt-out flows)
• Analytical mindset — comfortable pulling and interpreting performance data to inform decisions
• Excellent copywriting instincts or strong collaboration skills with copywriters/designers
• Experience with A/B testing methodology and statistical significance basics
• Bonus: experience with Shopify, Klaviyo, or other ESPs/CRMs (useful for context, even if Customer.io is your main tool)

Nice to Have

• Experience scaling a retention program from early-stage to more mature revenue channel
• Familiarity with loyalty/subscription program mechanics
• Basic HTML/CSS for email template troubleshooting