Retention Marketing Lead; Fractional Freelance

Lyons Leather Co. is a small-batch leather goods brand built on versatility, craftsmanship, and the art of carrying less. We design convertible pouches and accessories that simplify what you carry and go everywhere you do.

Our story

It started in 2019 with a suitcase half packed and one last search for the perfect travel bag that didn't yet exist. For over a decade, I'd been swapping between bags that were cute but not comfy and backpacks that were useful but not always cute. My classic fanny pack wasn't easy to dress up when the occasion called for it, and bringing multiple bags when I traveled drove my inner minimalist crazy.

So I stopped searching and started making.

We don't do "good enough." Every product page, every email, every word and every number is a reflection of the brand, and we treat it that way.

We work in an organized way, not in chaos. Notion is our single source of truth: every task is logged there, and it's updated in real time as work moves.

We use AI as a tool, but human judgment always leads. Every document, line of copy, and piece of creative that leaves this company is carefully reviewed by a person.

We are a small team, so everyone's work is visible and everyone owns their piece. We measure success by results, not hours or activity.

• Quality comes first, always. We will miss a deadline before we ship something that isn't right. We never trade quality for speed or cost.
• Details are the work. A typo, a wrong price, or a broken link is not small. It's the difference between a premium brand and a cheap one.
• Own the outcome. You own your numbers from start to finish. No excuses, no blame, no "that's not my job."
• Results over activity. Busy is not the goal. Profit, growth, and customers who come back are the goal.
• Raise the bar. Every week the work should be sharper than the week before. Comfort with the status quo is a reason to move on.
• Tell the truth fast. Bad news early beats good news late. We want problems on the table the moment you see them.

The Retention Marketing Lead plans, designs, and builds the emails, rewards, and loyalty programs that turn first-time buyers into customers who come back. You own email content from idea to inbox, and you own the programs that make a Lyons Leather Co. customer worth more over time.

You report to our Head of Growth & Marketing, who owns the marketing calendar and our retention targets.

Our year-over-year churn is too high. We are also moving away from renting attention through paid ads and toward an audience we own, and that only works if the customers we win keep coming back. Email, SMS, and loyalty are how we keep them.

You will build the retention engine: the campaign and flow content, the design and code behind it, and an upgraded rewards, referral, and loyalty program that raises repeat purchase rate and lifetime value.

Engagement: Fractional freelance to start, with the option to grow into a larger or longer-term role.
Hours: 15–20 hours per week Location: Remote Type: Independent contractor

Email content planning

• The email content plan. Plan campaign content in step with the marketing calendar owned by the Head of Growth & Marketing. Every idea must be interesting or useful to the customer. If it isn't, no email goes out. We would rather send fewer, better emails than fill the calendar.
• Briefs and copy direction. Write clear briefs for every campaign and flow: the goal, the audience, the angle, and how we'll measure it. Write or direct the copy to our brand voice, and review every line.
• Segmentation. Segment by what customers bought, when, and how they engage, so every send is relevant to the people who get it.

Design and development

• Email…