Lifecycle & Retention Marketing Lead

Ask & Embla is looking for a Lifecycle & Retention Lead to own the full customer lifecycle. This is a senior, strategy-forward role for someone who shares our commitment to excellence in everything customer-facing and wants to build something that genuinely lasts. You'll be the person in the room who understands both the data and the customer, and can translate that into a retention engine that actually moves revenue.

What You'll Do

• Own the retention strategy end-to-end: lifecycle mapping, segmentation logic, channel mix (email, push), and long-term LTV planning
• Lead the CRM roadmap — from platform management and data integrity to automation architecture and cross-channel integration
• Design and optimize flows and campaigns that drive repeat purchase, reduce churn, and increase customer lifetime value
• Build and maintain customer segments based on behavior, purchase patterns, and engagement signals; use these to drive meaningful personalization at scale
• Translate data into decisions — run regular performance reviews, surface insights, and make recommendations that influence product, content, and marketing strategy
• Partner closely with the growth, paid, and content teams to ensure retention efforts are aligned with acquisition and brand initiatives
• Define and track the KPIs that matter: repeat purchase rate, retention rate, LTV, flow revenue, unsubscribe rate, and more
• Ensure CRM systems, data flows, and campaign practices are compliant with GDPR and relevant data protection regulations

Who You Are

• 5+ years in CRM, retention, or lifecycle marketing, ideally in a DTC or ecommerce environment
• You've owned a retention program before, not just executed within one
• Strong with platforms like Klaviyo, Salesforce, Braze, or similar; you can configure flows, not just brief them
• Analytically sharp — comfortable pulling your own data, spotting trends, and building the case for your recommendations
• You think in customer journeys, not just sends
• Brand-curious: you take the time to understand who the customer is, not just what they clicked
• You're not here to maintain the status quo, you want to build something extraordinary and have the drive to see it through
• Comfortable working lean and building systems with limited resources
• Open to using AI as a tool for process improvement and ways of working — ideally AI-native in how you think and operate

About Ask & Embla and Ambi

Who We Are:

Ask & Embla

is a rapidly growing jewelry brand born from alternative subcultures shaped by punk, goth, and music movements. We're based in Singapore, with a collective following of more than 850,000 across our social media channels. Our growth continues with the launch of Ambi, our piercing-focused jewelry brand, which carries the same spirit of self-expression as Ask & Embla.

As e-commerce brands, we ship internationally to a diverse customer base, and we are proud to be one of the leading brands worldwide in the alternative jewelry space. We’re passionate about creating a company that brings out the best in everyone, where individuals love to work and grow as a team. That means constantly learning, building new things, staying flexible about how and where we work, and empowering each other to do the proudest work of our lives.

Ask & Embla and Ambi are led by an ex-Googler and ex-Amazonian, supported by dozens of team members across multiple countries. We’re building the foundation to expand into several business verticals beyond e-commerce, while continuing our operations to fulfil thousands of orders each month.

Ready to Join Us?

If you're a results-oriented professional who thrives in a fast-paced environment, we encourage you to apply!

Learn More about Ask & Embla and Ambi:

Website - https://askandembla.net/

https://ambi.ooo/

Instagram - https://www.instagram.com/askemblastore/

https://www.instagram.com/ambi.ooo/

Facebook - https://www.facebook.com/AskEmblastore/

https://www.facebook.com/ooo.ambi/

Pinterest - https://www.pinterest.com/askemblastore/

https://www.pinterest.com/ambijewelry/

TikTok - https://www.tiktok.com/@askandembla_official

https://www.tiktok.com/@ambi.ooo

Why Work With Us?

We learn and build fast together, united not only by the purpose and passion of creating beautiful, expressive, and sustainably made jewelry, but also by a community that celebrates freedom in self-expression. Everyone deserves to be fully themselves, and our jewelry designs are contemporary emblems that let them do so with pride.