Retention Marketing Manager

eskiin • Full-time • 1d ago

ABOUT THE ROLE

We make products that sit at the intersection of wellness, water, and skin — and the way we communicate with customers has to reflect that. We're looking for a Retention Marketing Manager who can write with real clarity and purpose, and back every decision with data. You'll come with experience in the beauty or personal care space, an instinct for how health-conscious consumers think, and the strategic range to own our email and SMS channels from top to bottom. You'll also manage our agency relationship, keeping external partners aligned, accountable, and producing work that actually sounds like us. This is a role for someone who takes the craft of retention seriously — the writing, the analysis, and the long game of building customer value over time.

Our customers care about what goes on their body and what comes out of their showerhead. The writing has to earn that trust. The data has to prove we're keeping it.

CORE RESPONSIBILITIES

· Own the full strategy, execution, and optimization of all email and SMS programs — campaigns, automations, and lifecycle flows — with a brand voice that balances clean wellness and everyday accessibility

· Write or closely direct copy for every send: subject lines, preview text, body copy, and CTAs that reflect who we are and convert

· Manage our agency relationship day-to-day — briefing work, reviewing output, maintaining brand standards, and ensuring deliverables stay on strategy and on time

· Build and maintain a retention calendar that connects product education, replenishment moments, and seasonal storytelling into a coherent customer journey

· Define and track LTV across all customer cohorts, identifying where customers are deepening their relationship with the brand and where there's room to grow

· Conduct regular performance analysis and deliver opinionated recommendations — not just reporting numbers, but diagnosing what's driving them and what to do next

· Develop audience segmentation strategies rooted in purchase behavior, product usage patterns, and customer lifecycle stage

· Run a disciplined A/B testing agenda across copy, creative, timing, and segmentation, with documented learnings that build over time

· Partner cross-functionally with creative, product, and e-commerce teams to keep retention aligned with launches and brand moments

· Manage ESP and SMS platform health, deliverability, and list hygiene with the same standard applied to creative quality

· Build winback and re-engagement programs that bring lapsed customers back through the right message — not just the right incentive

WHAT YOU'LL OWN

· Brand voice and copy standards across all retention channels

· Agency relationship management — briefs, reviews, feedback loops, and output quality

· Full email and SMS channel performance, including revenue attribution, deliverability, and list growth

· Customer LTV analysis across all active and historical cohorts, with proactive expansion recommendations

· Retention roadmap: quarterly priorities, test-and-learn agenda, and campaign calendar

· Lifecycle flow architecture — welcome, post-purchase, replenishment, loyalty, winback, and beyond

REQUIRED QUALIFICATIONS

· 4–6 years of hands-on retention, CRM, or lifecycle marketing experience

· Background in beauty, personal care, wellness, or a consumer brand where the product story matters as much as the promotion

· A portfolio demonstrating strong, brand-aligned copywriting for email or SMS

· Proven ability to read and act on performance data: cohort analysis, attribution, A/B results

· Experience managing or collaborating closely with an external agency or creative partner

· Strong command of a major ESP (Klaviyo, Braze, Iterable, or similar)

· Loyalty, subscription, or replenishment program experience

PREFERRED QUALIFICATIONS

· Experience at a DTC brand with a strong wellness or clean beauty positioning

· Familiarity with health-conscious consumer behavior and how it shapes messaging and trust

· Background owning or contributing to brand voice guidelines

· SQL proficiency or ability to pull your own data without waiting on an analyst

WHO YOU ARE

· A writer who takes brand voice seriously — you know that how a brand sounds is part of how it earns loyalty, and every send is a chance to reinforce or erode that

· A clear, confident analyst — you read performance data with a point of view and translate it into decisions, not just slides

· A strong collaborator and manager — you can hold an agency to a high standard while keeping the relationship productive

· Genuinely curious about the product — you understand why clean water matters to skin and hair health, and that context shapes better communication

· Strategically oriented — you think in systems and customer journeys, not just individual campaigns

· Highly accountable — you set goals, own the results, and bring solutions when things aren't working

KEY SUCCESS METRICS

· Customer Lifetime Value (LTV) — cohort-level growth YoY

· Email Revenue Attribution — % of total revenue

· Repeat Purchase Rate

· Copy & Creative Performance — open rate, CTR, conversion lift

· Agency Output Quality — on-brief rate, revision cycles

· Deliverability Health — spam rate, list growth, bounce rate