Lifecycle Marketing Manager

What you ll do

• Own the end-to-end execution of Tin Can s email program in Klaviyo, including campaign planning, audience segmentation, automation, deployment, and optimization across the full customer lifecycle.
• Develop and manage the email marketing calendar in close partnership with Growth and Brand to support product launches, promotions, seasonal campaigns, and ongoing retention initiatives.
• Build, maintain, and optimize lifecycle automations including welcome series, abandoned cart, post-purchase, post-activation, loyalty and repeat purchase, referral, and other customer journey programs to maximize engagement and retention.
• Create and refine customer segmentation strategies that power personalized communications, improving open rates, click-through rates, and customer lifetime value across diverse audience groups.
• Continuously optimize campaign performance through structured A/B testing of subject lines, messaging, creative, offers, send timing, and audience segmentation to drive measurable improvements over time.
• Manage subscriber acquisition, list health, deliverability best practices, suppression strategies, and compliance with applicable regulations including CAN-SPAM, TCPA, and GDPR where applicable to protect both the customer and the brand.
• Collaborate with Product teams to translate retention strategy into post-activation flows, onboarding sequences, and re-engagement triggers based on usage signals and behavioral data.
• Prepare regular reporting and performance insights that highlight key metrics, trends, and anomalies, and use these insights to recommend actions that improve conversion rates, engagement, deliverability, subscriber growth, and overall program health.
• Stay current on CRM best practices, lifecycle marketing trends, and emerging technologies to continuously challenge the status quo and improve program performance in a rapidly evolving digital landscape.
• Partner with Design and Brand to ensure all email templates, creative assets, and content align with the Tin Can visual identity and tone of voice while meeting technical requirements for deliverability and performance.
• Work with Customer Support insights to identify recurring questions or friction points and translate them into automated communications that reduce support load and improve satisfaction.
• Lead testing initiatives that explore new formats, content structures, and calls to action, documenting learnings and scaling what proves effective across broader segments.
• Coordinate with Analytics to set up and maintain event tracking, ensuring that key actions such as purchases, resets, and referrals are captured accurately for segmentation and reporting.
• Act as the central point of ownership for the CRM, maintaining documentation, version control, and naming conventions so that campaigns are easy to understand, audit, and replicate.
• Contribute to the broader marketing strategy by providing data-backed recommendations on where lifecycle efforts can unlock the most value across acquisition, activation, and expansion.

• 4-6+ years in lifecycle, CRM, or retention marketing with a proven track record of owning complex email and CRM programs end to end.
• Deep, hands-on Klaviyo expertise including flows, segmentation, dynamic content, campaign deployment, and performance reporting using native tools and integrations.
• Comfort working across Shopify and non-standard purchase paths; you are not thrown off by a customer journey with more than one entry point and can adapt flows to different scenarios.
• Strong instincts for brand voice and the ability to take a rough brief and ensure communications read as authentically Tin Can rather than overly generic or ecommerce-heavy.
• Experience working closely with design teams; you know how to write clear briefs that lead to on-brand results and have the confidence to kindly push back when the final output does not meet your standards.
• Analytical enough to read cohort, retention, and revenue data and turn it into a testing roadmap that prioritizes the highest-impact opportunities.
• A builder s mindset; you are excited to stand up a program largely from scratch, not only optimize an existing…