Hybrid Senior Manager, Retention Marketing

at Beauty Industry Group

• Job title: Senior Manager, Retention Marketing
• Job type: Full Time
• Experience level: Senior
• Salary: $124,000 - $135,000 per year
• Degree requirement: Bachelor's Degree
• Location requirements: Hybrid, Culver City, United States

About the role

• Senior Manager, Retention Marketing overseeing lifecycle and CRM strategies for hair extension brands. Focused on improving customer loyalty and purchase frequency with data-driven approaches.

Responsibilities

• Build, execute, and continuously optimize multi-channel retention strategies across email, SMS, loyalty, and lifecycle programs to increase repeat purchase, customer lifetime value (LTV), and overall engagement.
• Develop innovative, testable creative concepts informed by email and SMS trends, competitive analysis, and brand storytelling needs.
• Own the strategy and optimization of CRM and lifecycle flows tailored to hair-extension consumer behaviors, including education-driven journeys, replenishment cadences, care/maintenance content, and professional vs. consumer segmentation.
• Lead customer journey mapping initiatives to ensure personalized, consistent, and high-impact communication across every stage of the customer lifecycle.
• Oversee end-to-end campaign development: strategy, segmentation, briefing, QA, deployment, and performance reporting.
• Manage the email/SMS content calendar across BIG’s Keystone brands, ensuring alignment with launches, promotions, product education, and retention objectives.
• Build and manage a test-and-learn framework that includes structured A/B testing, experimentation roadmaps, and personalization strategies to improve channel performance.
• Own key CRM and retention KPIs, including repeat purchase rate, LTV, cohort performance, churn, list growth, deliverability, and channel revenue contribution.
• Produce weekly, monthly, and quarterly dashboards with actionable insights and strategic recommendations to inform broader marketing decisions.
• Partner cross-functionally with Creative, E-commerce, Paid Media, Product Education, and Brand teams to ensure cohesive messaging and a seamless customer experience.
• Collaborate with external technology partners and platforms to implement new capabilities and stay ahead of CRM and retention best practices.

Requirements

• 5-7+ years of experience in CRM, retention, lifecycle, or email marketing, with demonstrated ownership of strategy and revenue-driving programs.
• Proven expertise in email and SMS platforms; experience with Klaviyo is highly preferred
• Strong understanding of segmentation, personalization, predictive modeling, and multi-step lifecycle automation
• Highly analytical, with experience in e-commerce analytics tools (PowerBI, GA4, attribution platforms) and performance reporting
• Experience in beauty, haircare, fashion, or adjacent CPG/DTC industries strongly preferred; professional beauty experience is a plus
• Familiarity with Shopify or comparable e-commerce platforms
• Exceptional project management skills, with the ability to balance strategic thinking, flawless execution, and innovation across multiple brands.
• Comfort using AI tools to enhance performance and efficiency while maintaining clear ownership of channel strategy.
• Creative, collaborative, solution-oriented mindset with a passion for building long-term customer relationships and brand affinity.

Benefits

• Base pay of $124,000+ and 10% quarterly bonus based on performance
• 401(k) with company match - $ for $ up to 4% - immediately vested
• Vacation/Holiday Leave
• Great Medical/Dental/Vision Insurance
• Life and AD&D Insurance
• Opportunities for growth and advancement
• And so much more!