Retention & CRM Senior Manager

TULA and sister brands are scaling from digital-first brands into omnichannel players, and retention economics are now a primary lever of DTC profitability. We're hiring a Retention & CRM Senior Manager to own email, SMS, loyalty, and subscription across both brands — a role charged with turning owned channels into a compounding, always-on growth engine, not a support function to acquisition.

This person will manage an external CRM agency on execution, but the role itself is a strategic, hands-on, revenue-owning seat. We need someone who lives in the data, iterates constantly, and treats every send, flow, and segment as a test to beat — while never losing sight of brand voice and storytelling. The ideal candidate is an expert of the retention and lifecycle marketing space: someone who is 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.

• 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.

• Retention rate and repeat purchase rate by brand
• Customer LTV and LTV:
  
  CAC contribution from retained customers
• Email + SMS attributed revenue and % of total DTC revenue
• Subscription enrollment, retention, and churn rate
• Loyalty enrollment, engagement, and redemption rate

• 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
• Deep fluency in CRM/ESP platforms (e.g., Klaviyo, Attentive, Yotpo, or similar) and in reading performance data to find the next lever, not just the last result
• Experience managing agencies or external execution partners, with the strategic authority to direct rather…