The Challenge
IPSY is the beauty industry's largest membership platform with millions of engaged members across 3 subscription tiers. You'll transform their CRM function from campaign-focused execution into a 1:1 personalization engine that drives conversion, LTV, and retention across all member touchpoints.
Your Mission
Audit current CRM stack (Iterable) and define modernization roadmap with Engineering/Product; establish baseline metrics across email, push, SMS channels
Build and align lifecycle strategy framework tied to revenue targets (conversion, ARPU, retention) for Original, Extra, Ultimate, and upgrades
Launch 3-5 high-impact testing experiments to move from segment-based to 1:1 personalization; measure lift on engagement and conversion
Establish weekly cadence with VP CRM, Product, Data Analytics; define governance, data ownership, and KPI tracking dashboard
Deliver 15-25% improvement in net retention or ARPU across at least 2 subscription cohorts through optimized lifecycle campaigns
Ship scalable personalization infrastructure enabling dynamic content/timing across all channels; reduce campaign manual effort by 30%+
Build predictive churn model and proactive win-back/upgrade strategy; reduce churn by 10-15% YoY or increase resubscriber conversion by 20%+
Define and execute modernized CRM tech stack roadmap; migrate key workflows off legacy systems; document new operational model and training
KPIs You'll Own
Net Retention Rate
Percentage of revenue retained from existing members month-over-month, excluding new acquisition.
Customer Lifetime Value (LTV)
Total revenue attributed to a member across their entire relationship, by cohort and subscription tier.
Email/Push/SMS Conversion Rate
Percentage of recipients who complete a desired action (upgrade, resubscribe, shop purchase) within 7 days of send.
Churn Rate
Percentage of members who cancel or do not renew subscription in a given period, tracked by cohort and tier.
ARPU (Average Revenue Per User)
Total revenue divided by active members; tracked by segment, tier, and lifecycle stage to measure monetization lift.
Campaign ROI
Revenue generated by lifecycle campaigns divided by total send/media costs; benchmarked against channel baselines.
Tools & Stack
Your Team
Your Manager
VP, CRM
Current Team
CRM/lifecycle marketing team (size not specified; will include email, push, SMS specialists and analysts)
New role or expansion; backfill status unclear
The Package
Salary
$180K-$240K
Remote
100% remote; must be based in AZ, CA, CT, FL, IL, KS, MA, MO, NC, NJ, NV, NY, OH, PA, TX, or WA
Benefits & Perks
Company Intelligence
IPSY is the beauty industry's largest membership platform, uniting brands, creators, and millions of hyper-engaged consumers. They operate 3 subscription tiers (Original, Extra, Ultimate) plus IPSY Shop and upsells, driving billions in annual member engagement and commerce.
Customers
Millions of beauty enthusiasts and premium members worldwide
Culture
Remote-first, transformation-focused, self-expression and confidence-driven; values data-driven decision-making and cross-functional collaboration
Is This Role For You?
- You've scaled email/push/SMS programs to 7+ figures in incremental revenue at a D2C or subscription company
- You speak fluent SQL, can read Analytics dashboards, and partner closely with Data teams to design tests that move the needle
- You thrive leading cross-functional transformations: you challenge the status quo, build scalable systems, and translate business goals into measurable strategy
- You have hands-on CRM platform expertise (Iterable, Klaviyo, Segment, or equivalent) and understand modern personalization, segmentation, and martech stacks
- You prefer a hands-off strategic role; this is highly commercial and requires deep tactical involvement in testing, optimization, and execution
- You've only managed one channel (e.g., email only) and lack exposure to omnichannel lifecycle strategy or data fluency
- You're averse to ambiguity or transformation; IPSY is modernizing their CRM function, which means building new systems, challenging legacy processes, and managing change
Interview Process
Initial screening
Recruiter call (~30 min) to verify background, motivation, and remote eligibility
Hiring manager conversation
VP, CRM digs into CRM strategy, channel expertise, and approach to lifecycle optimization (~45 min)
Cross-functional panel
Interviews with Product, Data/Analytics, and Creative leads to assess collaboration and influence skills (~60 min total)
Case study or scenario
Optional: Real-world CRM challenge (e.g., churn analysis, campaign design, roadmap prioritization) to showcase thinking
Executive debrief
Final conversation with VP CRM or CMO-level stakeholder; align on vision, culture, and expectations
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.