Retention & CRM Senior Manager

WHAT YOU'LL OWN

Retention & CRM Strategy
Set the retention roadmap across TULA and sister brands, with clear revenue, retention rate, and LTV targets by brand.
Build the annual and quarterly lifecycle calendar, balancing always-on flows, campaign moments, and brand storytelling.
Email & SMS
Own strategy, segmentation, and performance across email and SMS for both brands, briefing and directing the CRM agency on execution.
Drive continuous testing of offers, cadence, creative, and audience segmentation to increase revenue per send and reduce list fatigue.
Lead list growth strategy across e-mail and SMS collaborating cross-functionally on solutions to acquire new subscribers ahead of the unsubscribe rate.
Loyalty
Own the loyalty program strategy and roadmap — enrollment growth, tier design, redemption behavior, and its contribution to repeat purchase and LTV.
Subscription
Own subscription strategy end-to-end: acquisition into the program, plan/cadence optimization, subscription incentives, save-and-win-back flows, and churn reduction.
Data & Iteration
Be the person in the weeds on the numbers — cohort retention, LTV curves, channel-level attribution, flow-by-flow performance — and translate it into a prioritized action plan every week.
Build the reporting cadence and dashboards that make retention performance visible and actionable to CRO and P&G leadership.
Agency Management
Set strategy, briefs, and standards for the CRM execution agency; hold them accountable to a results-first roadmap and a fast test-and-learn cadence.
AI & Workflow Innovation
Identify and pilot AI tools/workflows that improve personalization, segmentation, content velocity, and reporting — for both the brand and the internal ways of working.
Cross-Functional & Cross-Brand Leadership
Partner with brand, creative, ecommerce, and paid media to ensure retention strategy reflects each brand's distinct voice while sharing best practices and infrastructure across TULA and sister brands.

SUCCESS METRICS

Retention rate and repeat purchase rate by brand
Customer LTV and LTV:CAC contribution from retained customers
Email + SMS attributed revenue and % of total DTC revenue
Subscription enrollment, retention, and churn rate
Loyalty enrollment, engagement, and redemption rate

WHAT YOU BRING

7+ years in CRM, lifecycle, or retention marketing, ideally in DTC beauty, CPG, or a comparable high-frequency-purchase category
A track record of owning revenue targets through email, SMS, loyalty, and/or subscription — not just running programs, but growing them
Deep fluency in CRM/ESP platforms (e.g., Klaviyo, Attentive, Yotpo, or similar) and in reading performance data to find the next lever, not just the last result
Experience managing agencies or external execution partners, with the strategic authority to direct rather than simply approve their work
A genuine passion for the beauty and DTC space — someone who follows the industry, studies great retention and lifecycle programs, and brings fresh inspiration into the work
Real curiosity about applying AI to marketing performance and team workflows, with examples of tools or approaches you've tested or implemented
A blend of analytical rigor and brand instinct — equally comfortable in a cohort analysis and in a creative review
A bias toward action: relentlessly results-oriented, allergic to "good enough," and energized by daily iteration