The Challenge
Ana Luisa is a Brooklyn jewelry brand scaling retention at a critical growth moment. You'll own the entire CRM ecosystem—email, SMS, direct mail, membership—and drive repeat purchase revenue across a luxury DTC audience.
Your Mission
Audit current email, SMS, and direct mail programs; identify top 3 optimization opportunities and implement quick wins
Build advanced segmentation strategy in Bloomreach and launch 2-3 new personalized lifecycle flows (onboarding, engagement, winback)
Establish CRM reporting dashboard with weekly performance tracking (open rate, click rate, AOV, LTV, retention rate)
Partner with creative team to develop 5+ high-performing CRM asset templates aligned with brand voice
Launch and optimize membership program integration; target 15%+ enrollment rate among acquisition cohorts
Implement direct mail test campaign; measure ROI and scale if ROAS exceeds 3x
Achieve 28%+ email open rate and 3.5%+ click-to-open rate (industry benchmarks for jewelry DTC)
Reduce email list churn by 20% and increase SMS engagement rate by 25% YoY through segmentation and personalization
KPIs You'll Own
Customer Lifetime Value (LTV)
Track repeat purchase revenue per customer cohort and measure CRM program impact on LTV growth.
Email Open & Click Rates
Monitor campaign performance weekly; target 28%+ open rate and 3.5%+ click-to-open for jewelry DTC.
SMS Conversion Rate & ROAS
Measure SMS campaign revenue generation and ROI; optimize send frequency and messaging.
Retention Rate & Repeat Purchase Frequency
Track % of repeat customers and average order frequency; measure CRM lifecycle impact on retention.
Membership Program Adoption & Engagement
Monitor enrollment rate, active member %, and incremental AOV lift from membership tier.
Tools & Stack
Your Team
Your Manager
Director of Marketing
Current Team
Not specified; likely marketing, creative, data, and tech support roles available
New role or backfill (not specified in job posting)
The Package
Salary
$110K-$135K base
Remote
On-site (Brooklyn/New York, NY); 2x/week WFH flexibility
Benefits & Perks
Company Intelligence
Ana Luisa is a Brooklyn-based DTC jewelry brand delivering high-quality, ethically-produced everyday pieces at fair prices. The brand focuses on luxury accessibility and positive impact for people and the planet.
Culture
Values diversity, sustainability, and ethical production; design-forward, data-driven approach to e-commerce
Is This Role For You?
- You've built and scaled email/SMS programs for a DTC or e-commerce brand and love optimizing for retention and LTV
- You're fluent in Bloomreach (or Klaviyo/SFMC) and can translate segmentation strategy into revenue impact
- You geek out on lifecycle marketing flows and A/B testing; you have concrete examples of campaigns you've optimized
- You want to own the full CRM stack end-to-end and collaborate cross-functionally with product, creative, and data teams
- You're a generalist marketer without deep CRM/email/SMS platform expertise
- You prefer remote-first roles; this is on-site in Brooklyn with limited WFH flexibility
- You're not comfortable with data analysis or translating metrics into strategy
Interview Process
Phone Screen
Recruiter/hiring team confirms CRM platform expertise and DTC/e-commerce background
Case Study/Portfolio Review
Walk through 2-3 campaigns you've built; metrics you improved and your segmentation/personalization strategy
Manager Interview
Director of Marketing discusses strategy, cross-functional collaboration, and vision for Ana Luisa's CRM roadmap
Team Interviews
Meet creative, data, and/or product leads; assess collaboration and execution style
Interested in this role?
Apply now and hear back within days, not weeks.
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About CRM & Lifecycle Roles
CRM & lifecycle marketers own the post-acquisition journey. They design onboarding sequences, retention campaigns, win-back flows, and loyalty programs that maximize customer lifetime value.