Director of Retention (CRM & Lifecycle)

Full-Time Remote (Canada)

We're looking for a data-driven, creative, and highly organized Lifecycle Marketing Manager to own our retention engine across email, SMS, loyalty, and referral programs. This role is perfect for a marketer who loves combining strategic thinking with hands-on execution - someone who can dive into segmentation, build high-performing flows, and craft delightful moments that keep customers coming back.

You'll work cross-functionally with creative, product, CX, and leadership to develop lifecycle strategies that grow LTV, deepen customer relationships, and strengthen overall brand affinity.

Key Responsibilities

Email & SMS Marketing

Own the full email briefing process: develop campaign briefs, plan messaging calendars, and collaborate closely with creative to ensure flawless execution.
Build, launch, and analyze high-performing email and SMS campaigns and automated flows.
Grow our subscriber base with smart list-building tactics, while maintaining excellent deliverability and segmentation hygiene.
Continuously optimize lifecycle flows to reduce churn, increase repeat purchase rate, and maximize LTV.

Retention Programs

Lead the strategy and day-to-day operations of our loyalty program, including ongoing optimizations and quarterly/seasonal campaigns.
Manage and expand our refer-a-friend program, ensuring a seamless customer experience and measurable program growth.
Own surprise & delight initiatives that strengthen retention, improve customer satisfaction, and increase brand loyalty.

Analytics & Reporting

Monitor core retention KPIs - churn, repeat purchase rate, cohort performance, and LTV - and proactively identify opportunities for improvement.
Use data to inform segmentation, personalization, and campaign strategy.
Present insights and recommendations to the broader team, highlighting what's working and where we can improve.

Cross-Functional Collaboration & Execution

Partner closely with brand, copy, and creative teams to bring campaigns to life.
Work with product and CX teams to identify key lifecycle moments and friction points.
Manage timelines, assets, and approvals to ensure campaigns launch on schedule.
Bring forward new ideas, trends, and tactics that elevate the lifecycle experience.

What We're Looking For

3-5 years of experience in retention, lifecycle, or CRM marketing - ideally in DTC or ecommerce.
Strong working knowledge of Klaviyo (or similar ESP) and SMS platforms (Attentive, Postscript, etc.).
Hands-on experience managing loyalty programs , referral programs , and multi-touch retention campaigns.
A proven track record of campaigns that positively impacted retention KPIs: reduced churn , increased repeat purchase , LTV uplift , improved engagement metrics, etc.
Skilled in list management, segmentation, deliverability , and lifecycle best practices.
Excellent project management skills - you can juggle multiple campaigns, deadlines, and cross-functional partners without dropping a detail.
A highly data-driven mindset , comfortable pulling performance reports and translating insights into action. Knowledge of SQL or data visualization is a bonus.
A creative thinker who brings fresh ideas for customer surprise & delight moments.
A clear, concise communicator who can brief designers, copywriters, and stakeholders effectively.

Why You'll Love Working With Us

A mission-driven brand that customers genuinely love
Collaborative team with room for creativity and ownership
Opportunity to shape the lifecycle strategy at a fast-growing DTC brand