Retention & Lifecycle Marketing Manager (Email + SMS)

Goldie Locks is a privately owned prestige haircare brand creating high-performance products for professional stylists and their clients. The Senior Retention & Lifecycle Marketing Manager will own email, SMS, subscription, loyalty, and lifecycle communications from strategy through execution, while optimizing customer journeys and collaborating cross-functionally to drive business growth.

Responsibilities:

• Program Leadership: Own the full email and SMS program, including goals, strategy, roadmap, and performance benchmarks. Set the direction for the department and help grow it as the brand scales
• Strategic Campaign Development: Build and implement email and SMS strategies for both our pro stylist and DTC audiences. Develop scalable, personalized programs that move key business KPIs
• Subscription + Retention: Own subscription communications end to end, from onboarding and renewal to win-back. Reduce churn and keep subscribers engaged and informed
• Loyalty: Reimagine our consumer loyalty program within the full customer journey. Make sure it works alongside subscription and campaign messaging, not against it. Track and optimize program metrics over time
• Customer Journey: Map the lifecycle for both stylists and consumers. Know their mindset, behavior, and needs at every stage, and tailor messaging so every touchpoint feels intentional
• End-to-End Execution: Manage segmentation, building, scheduling, QA, and deployment in Klaviyo. On a team our size, you lead the strategy and get hands-on with the execution
• Data-Driven Optimization: Analyze performance, report on KPIs, and turn insights into action. Monitor program health, spot opportunities early, and come prepared with recommendations
• Testing + Experimentation: Run rigorous A/B and multivariate testing across subject lines, content, cadence, segmentation, and timing
• Cross-Functional Collaboration: Partner closely with Design, Product, Customer Experience, Operations, and leadership. Keep content on brand and make sure campaigns line up with launches, promotions, and broader business goals
• Voice of the Brand + Customer: Serve as the voice of lifecycle marketing in meetings, planning sessions, and brainstorms. Protect the brand's elevated tone and put the customer experience first

Requirements:

• 5+ years of experience in lifecycle, email, and SMS marketing, ideally within professional haircare or prestige beauty
• A track record of owning a program, not just executing within one, with clear examples of strategy you set and results you drove
• Advanced Klaviyo experience. You should be strong in segmentation, automation, and multi-step flows
• Experience managing subscription and/or loyalty programs
• Strong analytical skills and the ability to turn data into clear, actionable decisions
• Exceptional writing and communication skills, with a sharp eye for detail and a disciplined QA process
• A proactive, ownership-driven mindset. You anticipate needs, solve problems before they surface, and are comfortable leading in a small, fast-moving environment
• A collaborative leader who brings ideas to the table and enjoys building something from the ground up
• A bachelor's degree in Business, Marketing, or a related field is preferred