The Challenge
Kirin is a high-growth e-commerce brand hunting for a Lifecycle Manager who can own retention strategy end-to-end. You'll drive LTV growth through sophisticated Klaviyo automation, A/B testing rigor, and cohort-level analytics in a role where your fingerprints are on every customer interaction.
Your Mission
Audit and document current Klaviyo setup, identify technical gaps, and implement 2-3 new automated flows (Win-back, Post-Purchase, VIP nurture)
Establish baseline LTV metrics by cohort and define quarterly targets; create weekly reporting dashboard tracking email/SMS performance, unsubscribe rates, and list health
Build segmentation strategy using predictive analytics and behavioral data; launch first round of personalized campaign testing with clear A/B test roadmap
Partner with Creative and Product teams to align lifecycle triggers with on-site experience and inventory cycles; document integration requirements with Shopify and Gorgias
Increase repeat purchase rate by 15-20% through optimized automated flows and targeted win-back campaigns; track impact on overall LTV
Improve average order value (AOV) by 10-12% via smart upsell/cross-sell segmentation and incentive testing; validate through controlled A/B tests
Execute 8-12 rigorous A/B tests across subject lines, send times, content blocks, and incentive structures; document learnings and implement winners
Reduce unsubscribe rate by 20% and maintain list health benchmarks; ensure full GDPR/CCPA compliance; optimize email deliverability metrics
KPIs You'll Own
Customer Lifetime Value (LTV)
Total revenue generated by a customer minus acquisition cost; primary North Star metric you'll optimize against.
Repeat Purchase Rate
Percentage of one-time buyers who make a second purchase within 90 days; directly tied to retention efficiency.
Average Order Value (AOV)
Mean transaction value across all orders; improved through targeted upsells and cross-sells.
Email/SMS ROI
Revenue generated per email/SMS send; tracks channel efficiency and informs send frequency and strategy.
Unsubscribe Rate & List Health
Percentage of subscribers opting out and engagement trends; directly impacts deliverability and long-term channel viability.
Payback Period
Time it takes for customer lifetime value to exceed customer acquisition cost; measures retention strategy payoff.
Tools & Stack
Your Team
Your Manager
Not specified; likely Director of Marketing or VP Growth
Current Team
Collaborative matrix with Creative and Product teams
New backfill or growth role (details not provided)
The Package
Salary
$65K-$85K base
Remote
On-site in Bogota, D.C., Colombia
Benefits & Perks
Company Intelligence
Kirin is a DTC/e-commerce brand operating at growth stage with complex inventory cycles and seasonal peaks. The company values data-driven decision-making and cross-functional collaboration between marketing, product, and creative teams.
Culture
Fast-paced, self-starter environment where you own your results and don't wait for briefs-you find opportunities and build solutions.
Is This Role For You?
- You've spent 3+ years in-house at a DTC or e-commerce brand and understand inventory cycles, seasonal peaks, and customer psychology viscerally
- You're a Klaviyo power user who knows custom properties, event-based triggers, and tech stack integrations-not just the basics
- You're obsessed with A/B testing rigor and can turn spreadsheet data into compelling narratives and strategy
- You can write punchy, brand-aligned copy and have a trained eye for what converts-even if you're not a designer
- You thrive owning results in fast-paced environments and don't need hand-holding to spot and execute on opportunities
- You haven't worked in-house at an e-commerce brand and don't understand DTC-specific challenges like inventory constraints and customer psychology
- You're a generalist marketer looking for a broad role-this is specialized, Klaviyo-centric work that demands power-user expertise
- You prefer stability and clear briefs over self-direction; this role requires you to identify problems and build solutions independently
- You're not comfortable getting hands-on with data and spreadsheets or struggle to translate numbers into actionable strategy
Interview Process
Initial Screening
Conversation about your e-commerce background, Klaviyo experience, and examples of LTV/retention improvements you've driven.
Technical Deep-Dive
Showcase a Klaviyo automation or segmentation strategy you've built; explain your approach to A/B testing and list hygiene.
Case Study / Take-Home
Analyze sample cohort data and propose a lifecycle optimization strategy; present with recommendations on automation flows, segmentation, and testing roadmap.
Team Interviews
Meet with Creative lead and Product manager to assess cross-functional collaboration style and shared vision for customer experience.
Final Conversation
Discuss expectations, on-site logistics in Bogota, and company culture fit.
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Context
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.