CRM, Loyalty & Lifecycle Marketing Manager

Xero Shoes is looking for a CRM, Loyalty & Lifecycle Marketing Manager to join their eCommerce team and lead lifecycle communications across email, SMS, and loyalty. This role is critical in deepening customer relationships, increasing retention and lifetime value, and building stronger emotional connections to their brand purpose.

Responsibilities:

• Own the strategy, execution, and performance of Xero Shoes' entire CRM ecosystem, including promotional campaigns, automated flows, triggered communications, SMS, segmentation, personalization, and loyalty
• Develop and maintain a comprehensive CRM roadmap that balances business priorities, customer needs, and retention opportunities
• Ensure CRM initiatives are launched on time, properly tested, measured, and continuously optimized
• Identify gaps throughout the customer journey and proactively develop solutions to improve engagement, retention, and customer experience
• Develop and implement best-in-class retention and lifecycle marketing strategies that address current opportunities in customer retention, brand engagement, and lifetime value
• Design customer journeys that support every stage of the lifecycle, including acquisition, onboarding, engagement, repeat purchase, loyalty, reactivation, and win-back
• Lead programs that balance performance goals with brand-building, creating communications that drive both immediate results and long-term customer relationships
• Own the end-to-end execution of all email and SMS marketing communications
• Personally build, test, deploy, and optimize email campaigns in Klaviyo and SMS campaigns in Attentive
• Manage campaign planning, audience segmentation, creative briefing, QA, deployment, and reporting
• Maintain a consistent CRM campaign calendar supporting product launches, key marketing stories, seasonal promotions, retention initiatives, and loyalty programs
• Monitor campaign performance and continuously optimize creative, segmentation, messaging, and timing to improve engagement and conversion
• Own the strategy, development, optimization, and maintenance of all automated lifecycle programs
• Build and manage flows including welcome, post-purchase, browse abandonment, cart abandonment, replenishment, review generation, loyalty, churn prevention, win-back, and other retention-focused programs
• Develop new automated customer journeys based on evolving customer needs, business priorities, and lifecycle opportunities
• Develop segmentation and personalization strategies that speak to both core barefoot enthusiasts and broader lifestyle and performance consumers
• Leverage customer data, purchase behavior, engagement patterns, and loyalty status to deliver more relevant experiences
• Create audience strategies that support product category growth across performance, lifestyle, trail, court, and future business initiatives
• Own the strategy and ongoing management of Xero Shoes' loyalty program and retention initiatives
• Develop programs that increase repeat purchase behavior, strengthen customer engagement, and reduce reliance on promotional discounting
• Identify opportunities to integrate loyalty throughout the customer journey, including acquisition, onboarding, engagement, retention, and reactivation
• Partner cross-functionally to ensure loyalty supports broader business objectives and customer experience goals
• Build and maintain a testing roadmap across email, SMS, automation, loyalty, and personalization
• Execute A/B tests across subject lines, messaging, content, segmentation, offers, timing, send frequency, and customer journeys
• Analyze results and implement learnings that improve retention metrics, engagement rates, and overall program performance
• Extract actionable insights from customer behavior, acquisition sources, purchasing patterns, cohorts, and churn drivers
• Report on key retention metrics including repeat purchase rate, customer lifetime value, retention rate, churn rate, engagement, loyalty participation, and channel performance
• Develop dashboards and reporting processes that provide visibility into CRM performance and business impact
• Use data to inform strategic recommendations and prioritize future opportunities
• Work closely with eCommerce, Brand, Product, and Creative teams to ensure CRM strategies are integrated with broader campaigns and product launches
• Provide proactive communication around priorities, project status, results, and opportunities

Requirements:

• 5+ years of CRM, retention marketing, lifecycle marketing, or email/SMS marketing experience
• Proven experience owning both CRM strategy and hands-on execution
• Hands-on experience building and deploying email campaigns in Klaviyo
• Hands-on experience building and deploying SMS campaigns in Attentive or a comparable platform
• Strong understanding of lifecycle marketing, customer segmentation, personalization, automation, and retention best practices
• Demonstrated experience developing and optimizing automated lifecycle programs and customer journeys
• Proven ability to independently manage a CRM roadmap and successfully deliver projects on schedule
• Strong project management, organizational, and prioritization skills
• Analytical mindset with the ability to translate customer insights into strategic recommendations and actionable programs
• Excellent communication and cross-functional collaboration skills
• Experience reporting on retention KPIs and using performance data to drive business decisions
• Experience launching, managing, or optimizing customer loyalty programs
• Experience with Shopify Plus
• Experience in consumer products, footwear, apparel, outdoor, wellness, or lifestyle brands
• Familiarity with Google Analytics, Looker, Excel, and customer data platforms
• Experience supporting international markets and customer segments