Lifecycle Marketing Manager

TRUEWERK is seeking a detail-oriented, analytically minded Lifecycle Marketing Manager to own the execution and optimization of our CRM campaigns across email and SMS. This role is responsible for driving campaign performance across acquisition, engagement, and conversion, with a strong focus on promotional execution, audience strategy, and in-market optimization.

Reporting to the Senior Manager of Lifecycle Marketing & Loyalty, this role co-owns CRM-attributed revenue, with primary ownership of campaign strategy, calendar management, promotions, and execution. Success here requires more than sending campaigns: you'll bring a working understanding of the full customer journey and use it to shape targeting, offers, creative, and on-site capture. You'll interpret performance data to identify what's working, turn those signals into clear executional improvements, and connect your work to quantifiable business impact.

You'll partner closely with creative, ecommerce, and analytics teams to bring campaigns to market and keep lifecycle strategy aligned across functions. This role is ideal for someone who thrives at the intersection of execution and analysis: building campaigns, reading performance signals, and iterating quickly to drive results.

Role & Responsibilities

Campaign Strategy & Execution

• Co-own CRM-attributed revenue, with primary ownership of campaign strategy, promotions, and execution across email and SMS.

• Own the CRM campaign calendar, keeping it aligned with promotional moments, merchandising priorities, and cross-functional initiatives.

• Define audience strategy and messaging approach for each campaign, and collaborate on customer segmentation to ensure campaigns are tailored to lifecycle stage and customer value.

• Support the build, QA, and ongoing optimization of lifecycle automation flows, including triggered and behavior-based communications, monitoring live performance and recommending optimizations to improve key KPIs.

Acquisition & List Growth

• Drive CRM-sourced acquisition by growing the addressable list and optimizing on-site capture mechanisms — pop-ups, offers, and ongoing testing.

• Partner with Ecommerce and Analytics to improve conversion and first-purchase performance through capture strategy testing.

Analytics, Testing & Optimization

• Perform campaign- and channel-level analytics, surfacing insights on audience behavior, offer performance, and messaging effectiveness, and translating them into improvements across targeting, offers, cadence, and capture.

• Maintain weekly, monthly, and quarterly CRM performance reporting built for clarity and decision support.

• Partner with the Senior Manager of Lifecycle Marketing & Loyalty to develop and execute a quarterly CRM testing roadmap, running tests end to end and informing best practices over time.

Collaboration, Technology & Compliance

• Partner with Creative, Copy, Brand, and Ecommerce to brief campaigns, secure timely asset delivery, and give feedback that keeps work aligned with brand standards and lifecycle best practices. Support CRM initiatives across loyalty, brand storytelling, and sales messaging as needed.

• Partner with CRM platform vendors to fully leverage platform capabilities, identify opportunities to test new tools and workflows, and monitor deliverability, data hygiene, and compliance with opt-in and messaging regulations.

Must Have

• 5+ years of experience managing email and SMS programs, preferably within a DTC ecommerce business

• Proven experience executing CRM campaigns tied to revenue, promotions, and lifecycle performance

• Strong project management skills, including managing cross-functional projects with multiple stakeholders and directing contractor or agency resources

• Testing and experimentation experience: You must be able to look at data and create a hypothesis for testing, and understand how to measure incremental lift

• Hands-on experience with Klaviyo or similar ESPs (Mailchimp, Listrak, or Salesforce Marketing Cloud) and Attentive or a comparable SMS platform

• Experience working in Shopify/Shopify Plus

• Experience with analytics and attribution platforms such as Triple Whale, Looker, or Google Analytics

• Advanced proficiency in Google Sheets or Excel for reporting and analysis

Preferred

• Experience in apparel, outdoor, footwear, or another consumer goods brand in a Direct-to-Consumer (DTC), digitally-native environment

• Experience with Yotpo or another loyalty platform like Smile.io, LoyaltyLion, Rivo, or Bubblehouse

• Familiarity with Monday.com or other PM tools like Asana, Trello, ClickUp, etc.

• Working familiarity with Figma or another design platforms like Adobe XD or Sketch