Senior Lifecycle Marketing Manager (Email & SMS)

Title: Senior Lifecycle Marketing Manager (Email & SMS)
Department: Marketing
Reports To: VP Marketing
Location: Remote
Employment Type: Full-Time

Overview

HYER Boots is looking for a Senior Lifecycle Marketing Manager to own and scale our email and SMS channels.  This role will drive retention, repeat purchase, and customer lifetime value while supporting key acquisition initiatives. This role is ideal for a hands-on operator who has built lifecycle programs from the ground up at a consumer brand and is comfortable balancing strategy, execution, and analysis in a lean, high-growth, high-effort, high-reward environment.  You will be responsible for turning customer data into meaningful, personalized experiences across the full lifecycle, from lead capture to post-purchase, loyalty, and reactivation.

Key Responsibilities

• Own the end-to-end email and SMS marketing program, including campaign strategy, execution, and optimization
• Design and implement full-funnel lifecycle strategies (welcome, onboarding, post-purchase, OOS & replenishment, win-back, VIP, churn prevention)
• Build and operationalize RFM-based segmentation models to personalize messaging and prioritize full-price, high-impact audiences
• Work cross functionally with creative teams to develop testing strategies, and recommend optimizations through messaging, design, templates, CTA’s, timing, and incentives to improve engagement and revenue per subscriber
• Build, deploy, and optimize automated flows and campaigns in Klaviyo
• Develop and scale SMS programs, including compliance, segmentation, and performance optimization
• Partner with creative and brand teams to design and iterate on email/SMS assets (comfortable working in Figma)
• Support lead generation and list-building initiatives, including on-site capture, sweepstakes, promotions, partnerships, and events
• Collaborate with paid, ecommerce, and web teams to align lifecycle messaging with acquisition campaigns and landing experiences
• Develop targeted strategies for high-value and repeat customers to increase frequency and lifetime value
• Own email and SMS performance analytics, including revenue attribution, engagement, deliverability, and cohort analysis
• Build and maintain executive-ready dashboards and summaries that clearly communicate channel performance and insights
• Leverage data across platforms (Shopify, Klaviyo, loyalty tools, analytics platforms) to inform strategy and decision-making

Qualifications

Required

• 5+ years of experience in lifecycle, retention, or CRM marketing at a consumer-facing brand (footwear or apparel strongly preferred)
• Hands-on experience working in Figma, Klaviyo, and Shopify
• Proven experience building and scaling SMS marketing programs
• Strong understanding of lead generation, list growth, and subscriber acquisition
• Demonstrated ability to leverage complex datasets to build RFM models and implement lifecycle strategies
• Experience working with or managing loyalty programs
• Highly proficient with analytics, comfortable building dashboards and presenting insights to executive stakeholders
• Comfortable working cross-functionally and operating with limited resources in a fast-moving environment

Nice to Have

• Experience in DTC footwear, apparel, or premium consumer goods
• Familiarity with deliverability best practices and ESP health
• Experience supporting product launches and seasonal merchandising through lifecycle channels
• Knowledge of, or experience working in the Western Boot industry