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About the Role

This role is charged with turning owned channels into a compounding, always-on growth engine, not a support function to acquisition. The ideal candidate is an expert of the retention and lifecycle marketing space, plugged into what's working across DTC and beauty, brings outside inspiration in, and is genuinely excited about how AI can upgrade both performance and workflow.

Responsibilities

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.
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.
Own the loyalty program strategy and roadmap — enrollment growth, tier design, redemption behavior, and its contribution to repeat purchase and LTV.
Own subscription strategy end-to-end: acquisition into the program, plan/cadence optimization, subscription incentives, save-and-win-back flows, and churn reduction.
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.
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.
Identify and pilot AI tools/workflows that improve personalization, segmentation, content velocity, and reporting — for both the brand and the internal ways of working.
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.

Requirements

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
Experience managing agencies or external execution partners, with the strategic authority to direct rather than simply approve their work
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

Skills

CRM platforms (e.g., Klaviyo, Attentive, Yotpo, or similar)
Reading performance data
AI tools/workflows for personalization, segmentation, content velocity, and reporting
Email marketing
SMS marketing
Loyalty program strategy
Subscription strategy
Data analysis
Brand storytelling
Agency management

Location

Remote

Work Type

Full-time

Experience Level

Senior

About the Company

TULA and sister brands are scaling from digital-first brands into omnichannel players.
This role will work closely with the CRO and cross-functionally across two distinct, growing brands inside a P&G-backed platform — with the speed of a challenger brand and the resources of a strategic parent.