The Challenge
SNIPES is a global sneaker and streetwear retailer with 750+ stores across Europe and the USA, deeply rooted in street culture. You'll own the complete loyalty and CRM strategy to drive retention and lifetime value across their digital ecosystem while bridging retail, brand, and marketing.
Your Mission
Audit current loyalty and CRM program performance; identify quick-win optimizations for engagement and redemption metrics
Build customer segmentation framework aligned with brand personas and retail behavior; establish baseline LTV by segment
Create 90-day lifecycle marketing roadmap across email, SMS, push, and in-app with clear campaign triggers and KPI targets
Establish governance, reporting dashboards, and stakeholder alignment with VP Digital, eCom, Brand, and Retail Ops
Launch optimized loyalty program redesign with elevated benefits tier strategy; measure impact on signups, engagement, and ROI
Scale personalized lifecycle campaigns across all digital touchpoints; achieve 15%+ engagement lift through testing and optimization
Implement advanced segmentation and predictive analytics to identify churn risk and high-value customer cohorts
Establish cross-functional playbooks for seasonal peak periods and brand campaign integration; train Lifecycle Marketing team on best practices
KPIs You'll Own
Loyalty Program Signups & Active Member %
Track new member acquisition and percentage of customer base actively enrolled in loyalty program.
Engagement Rate (email, SMS, push, in-app opens/clicks)
Measure engagement across all lifecycle channels; benchmark against industry standards for retail.
Redemption Rate & Average Order Value (AOV) by Segment
Track loyalty offer redemption and incremental AOV lift attributed to loyalty benefits.
Customer Lifetime Value (CLV) & Retention Rate
Monitor CLV growth by cohort and repeat purchase rates; tie directly to loyalty and CRM initiatives.
Program ROI & Cost per Acquisition (CPA)
Calculate incremental revenue from loyalty program minus marketing and operational costs.
Tools & Stack
Your Team
Your Manager
Vice President of Digital
Current Team
Lifecycle Marketing Manager and team; cross-functional partnerships with eCom, Brand Marketing, Retail Ops, IT
Backfill and expansion—you're building out a leadership role with existing team reporting to you
The Package
Salary
$130K-$160K base
Remote
On-site in Bensalem, PA (listed as Hybrid in posting, but confirm flexibility with hiring team)
Benefits & Perks
Company Intelligence
SNIPES is a leading global sneaker and streetwear retailer founded in 1998, operating 750+ stores across Europe and the USA. The brand is deeply embedded in street culture, sponsoring hip-hop festivals and grassroots projects while maintaining proximity to youth community. CEO/CCO is DJ Khaled.
Founded
1998
Customers
Youth culture enthusiasts, sneaker/streetwear collectors, community-driven consumers
Culture
Street culture obsessed, youth-forward, community-first, grassroots marketing DNA
Is This Role For You?
- You've built or scaled a loyalty program from strategy through execution and can tie it to revenue impact
- You're fluent in lifecycle marketing automation and can optimize email, SMS, push, and in-app messaging at scale
- You thrive leading cross-functional teams and translating data insights into actionable campaign strategies
- You're genuinely excited about sneaker/streetwear culture and youth demographics (not just checking a box)
- You've only worked in loyalty or CRM as an individual contributor—this role requires team leadership and strategic vision
- You need a fully remote role; SNIPES is on-site in Bensalem, PA
- You're unfamiliar with modern marketing automation platforms and multi-channel lifecycle workflows
Interview Process
Phone screen with HR/Recruiter
Background, loyalty/CRM experience, and cultural fit with street culture and youth brand mission
Manager conversation with VP Digital
Strategic vision for loyalty and CRM, approach to cross-functional collaboration, and alignment with business goals
Case study or strategy presentation
Present a loyalty program redesign or lifecycle marketing optimization strategy (likely take-home or live workshop)
Cross-functional panel (eCom, Brand, Retail Ops)
Demonstrate stakeholder management, understanding of retail + digital integration, and ability to drive alignment
Final conversation with senior leadership
Vision for long-term loyalty strategy, team building, and impact on customer retention and revenue
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.