Email Retention Manager

Afina is seeking an experienced Email & SMS Retention Manager to own and optimize customer lifecycle communications. In this high-impact role, you'll develop and execute data-driven campaigns to turn first-time buyers into lifelong customers, directly influencing revenue, LTV, and customer experience.

• Develop and execute comprehensive email and SMS retention strategy across the full customer lifecycle, including post-purchase onboarding, win-back, and re-engagement campaigns
• Plan, build, and optimize email campaigns and automated flows using Klaviyo or similar ESP (welcome series, abandoned cart, post-purchase education, filter reminders, VIP/loyalty, re-engagement)
• Design and manage SMS/MMS campaigns and automations that complement email touchpoints
• Build sophisticated audience segments based on purchase behavior, engagement data, and lifecycle stage with personalized messaging
• Continuously test subject lines, send times, content formats, CTAs, and frequency to maximize open rates, click-through rates, and conversions
• Write compelling copy and collaborate with design team on email and SMS creative reflecting brand voice
• Own the filter replacement lifecycle and replenishment reminder strategy to maximize retention and recurring revenue
• Track and report on key retention metrics (repeat purchase rate, LTV, churn rate, revenue attribution) and iterate based on insights
• Manage list hygiene, deliverability, and compliance (CAN-SPAM, TCPA, GDPR)
• Partner with product, customer experience, and growth teams on retention messaging alignment

Required:

• 3+ years of hands-on experience managing email and SMS marketing for a DTC or e-commerce brand
• Deep expertise with Klaviyo (strongly preferred) or comparable platforms (Attentive, Postscript, Omnisend, etc.)
• Proven ability to build automated flows and campaigns that drive measurable revenue and retention improvements
• Strong copywriting skills with an eye for brand voice and customer-centric messaging
• Data-driven approach—comfortable analyzing campaign performance, building segments, and making metric-based decisions
• Understanding of email deliverability, list management, and compliance regulations (CAN-SPAM, TCPA, GDPR)
• Self-motivated and organized with ability to manage multiple campaigns and deadlines simultaneously

Nice to Have:

• Experience in beauty, wellness, skincare, or health/home category
• Familiarity with subscription or replenishment business models
• Experience with loyalty and referral programs (Yotpo, Smile.io, LoyaltyLion)
• Basic HTML/CSS skills for email template customization
• Experience with Shopify and its ecosystem
• Background in customer lifecycle mapping or CRM strategy

Benefits & Culture:

• Remote-friendly culture with flexibility and autonomy
• Competitive salary with performance bonuses and equity options
• Free Afina products and generous employee discounts
• Own a critical growth lever with real impact on revenue and customer experience
• Join a mission-driven brand at high-growth stage