The Challenge
PUMA's DTC business needs a Retention Marketing Manager who can architect omnichannel email journeys that drive revenue and conversion at scale. You'll own the entire email lifecycle—from strategy and segmentation to creative execution and optimization—while partnering across merchandising, retail, and performance teams.
Your Mission
Audit and map current email automation workflows across DTC channels; identify and close gaps in customer lifecycle touchpoints and segment logic
Launch 2-3 A/B tests (segmentation, messaging, frequency) with clear hypotheses and success metrics tied to conversion and RPE
Develop comprehensive email campaign calendar synced with merchandising/promotional launches; establish QA and deployment processes with CRM agency
Build audience segmentation strategy and implement 3-4 core segments (behavioral, RFM, product affinity) live in Emarsys
Increase email channel conversion rate by 15-20% YoY through iterative testing and personalization; document learnings and best practices
Design and execute full omnichannel CRM test roadmap with site/app partners; measure incremental impact on customer journey metrics
Optimize email opt-in acquisition funnel; increase database growth by 25%+ and improve list quality through sign-up journey refinement
Establish monthly email KPI dashboard and reporting cadence; present insights and optimization opportunities to leadership with recommended actions
KPIs You'll Own
Email Conversion Rate
Percentage of email recipients who complete a purchase; primary revenue lever for the role.
Revenue Per Email (RPE)
Total email channel revenue divided by sends; measures campaign efficiency and ROI.
List Growth & Health
Month-over-month opt-in acquisition, unsubscribe rate, and engagement metrics; ensures sustainable database growth.
Click-Through Rate (CTR) & Open Rate
Engagement signals that inform content, segmentation, and frequency optimization.
Customer Lifetime Value (CLV) by Segment
Total revenue from email-driven customers by audience segment; measures long-term value of retention campaigns.
Tools & Stack
Your Team
Your Manager
Director or VP of Retention/CRM Marketing (not specified)
Current Team
Retention team stakeholders, CRM agency partners, cross-functional alignment with merchandising, retail, site/app, and performance marketing teams
New role or backfill not specified; unclear if this is expansion or replacement
The Package
Salary
$62K-$83K base
Variable
Bonus (amount not specified)
Remote
On-site in Somerville, MA; no remote flexibility mentioned
Benefits & Perks
Company Intelligence
PUMA Group is a global sportswear and lifestyle brand with strong DTC and ecommerce presence. They emphasize speed, spirit, and performance in their culture and candidate selection. The company operates across retail, apparel, and digital channels with a focus on consumer engagement and omnichannel experiences.
Customers
Direct-to-consumer (DTC), ecommerce, retail
Culture
Speed & Spirit, Be Driven, Be Vibrant, Be Together, Be You; inclusive and performance-oriented
Is This Role For You?
- You have 2-4 years hands-on experience in email and CRM marketing within a fast-paced DTC ecommerce environment
- You're fluent in email service providers (Emarsys a major plus) and can navigate analytics dashboards to extract insights and drive optimization
- You love testing and experimentation; you think systematically about segmentation, messaging, frequency, and personalization as levers for growth
- You're comfortable managing end-to-end campaign workflows with multiple stakeholders and can communicate clearly across cross-functional teams
- You have genuine interest or background in retail, sportswear, or fashion; you understand the category and seasonal dynamics
- You're looking for remote flexibility; this role is on-site only in Somerville, MA
- You prefer heads-down individual work over collaboration; this role demands heavy cross-team coordination and stakeholder management
- You lack hands-on CRM/email platform experience or only have B2B/enterprise background; you need proven DTC ecommerce chops
Interview Process
Online Application
Apply through PUMA's online portal with resume and relevant work samples or portfolio
Phone Screen (estimated)
Brief call with recruiter or hiring manager to assess background, experience, and role fit
Technical Assessment (estimated)
Case study or take-home project focused on campaign strategy, segmentation logic, or test design
Team Interview (estimated)
In-person or video interviews with direct manager and cross-functional stakeholders (merchandising, performance marketing, site/app)
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.