The Challenge
KraveBeauty is a fast-growing K-Beauty brand backed by creator Liah Yoo, redefining beauty through sustainability and community. You'll own the entire customer retention engine—from email and SMS strategy to loyalty programs—driving repeat purchases and LTV for a brand that actually gives a damn.
Your Mission
Audit and map existing email/SMS performance; establish baseline KPIs and testing framework for Q1-Q2 optimization cycles
Launch first phase of loyalty program strategy with 3rd party partner; define mechanics, tiers, and go-to-market positioning
Execute 8-10 A/B tests across email/SMS (copy, imagery, segmentation, send times); document learnings and quick wins
Partner with creative team to brief and deploy 3+ new retention campaigns targeting first-purchase acceleration and churn prevention
Scale loyalty program to 15%+ of customer base; measure engagement and repeat purchase lift vs. non-members
Increase repeat purchase rate by 12-18% through optimized lifecycle messaging and personalization
Build and own subscription program operations; achieve 20%+ of revenue from recurring revenue streams
Create retention dashboard with cross-functional visibility; present monthly insights to leadership tied to LTV growth
KPIs You'll Own
Email Open Rate
Benchmark and improve baseline open rates through segmentation and send-time optimization.
SMS Click-Through Rate
Track SMS engagement and conversion to measure message relevance and offer resonance.
Repeat Purchase Rate
Monitor percentage of customers making 2+ purchases; direct measure of retention effectiveness.
Customer Lifetime Value (LTV)
Track revenue per customer across full lifecycle; primary north star for retention impact.
Loyalty Program Engagement
Measure active members, point redemption rate, and repeat purchase lift for program members vs. non-members.
Churn Rate
Monitor monthly/quarterly cohort retention; identify segments at risk and test interventions.
Tools & Stack
Your Team
Your Manager
Senior Manager of E-commerce & Digital Marketing
Current Team
Marketing and Creative teams; cross-functional collaboration with e-commerce
New role—first dedicated retention hire
The Package
Salary
$75K-$95K
Remote
On-site (New York, NY)
Benefits & Perks
Company Intelligence
KraveBeauty is a fast-growing K-Beauty-inspired skincare brand founded by beauty creator Liah Yoo. Built on values of skin health, sustainability, and humanity, the brand is redefining beauty industry norms through thoughtful product development and community collaboration. Certified B Corp; small but mighty team operating with curiosity, creativity, and care.
Culture
Values-driven, community-centric, sustainability-focused, intentional innovation
Is This Role For You?
- You've scaled email/SMS retention programs in a DTC or beauty startup and can prove LTV impact
- You're obsessed with testing and data—you speak A/B tests, segments, and cohort analysis fluently
- You genuinely care about sustainability and brand values, not just metrics
- You thrive owning end-to-end customer lifecycle strategy with minimal hand-holding
- You can brief creatives, negotiate with vendors, and drive projects cross-functionally
- You need remote work flexibility; this role is on-site in NYC
- You're looking for a purely tactical email manager role—this requires strategy ownership and program building
- You don't have hands-on DTC retention experience; you need someone who's built these programs before
Interview Process
Initial Screening
Conversation with Sr. Manager of E-commerce & Digital Marketing on retention experience and KraveBeauty mission fit
Case Study / Take-Home
Analyze a sample email/SMS campaign or loyalty program challenge; present insights and optimization roadmap
Cross-Functional Panel
Meet with Creative, Marketing, and potentially E-commerce teams to assess collaboration style and strategic thinking
Final Round
Debrief with leadership on vision for retention program growth and culture alignment
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.