Lifecycle Marketing Specialist

The Lifestyle Marketing Specialist owns day-to-day execution of email and SMS programs. Sitting within Digital Acquisition, this role is the operational engine behind every campaign send and flow build that reaches our customers. This role partners closely with creative, web, brand, and cross-functional teams to translate strategy into high-quality communications that strengthen customer relationships and drive discovery at every lifecycle stage. Executional excellence, a zero-defect QA mindset, and deep platform fluency are the foundation for the program. This role is critical to improving customer retention and LTV, and the right candidate will arrive ready to contribute from day one and help define how this channel evolves. Essential Duties and Responsibilities Build, test, and deploy email and SMS campaigns end-to-end: template ingestion, inbox QA, segmentation, list builds, scheduling, and post-send evaluation. Create and maintain automated flows and triggered journeys in marketing automation platform, inclusive of audience segmentation and list management Drive the communication calendar, owning briefs/asset coordination and collaborating with partners to ensure all deliverables support strategic priorities and are production-ready. Design and execute A/B tests on subject lines, preview text, CTAs, content, and send times; support the documentation of results and learnings to inform channel strategy. Collaborate with partners to compile and distribute performance reports (opens, clicks, CVR, revenue, RPE) and contribute to channel recaps. Build the executional playbook for a balanced, value-first lifecycle management approach - and earn a reputation as the cross-functional go-to for channel execution. Surface platform capabilities, integration opportunities, or workflow improvements that increase team efficiency or unlock new personalization potential. Stay up to date on digital trends and regulations to advance the program and maintain industry compliance What you should show up ready to teach anyone on your first day How lifecycle marketing supports brand awareness and customer loyalty How to build a multi-step automated flow from scratch in Klaviyo - triggers, filters, conditional splits, time delays etc. Best practices for email & SMS marketing execution How to interpret engagement/deliverability data and apply insights to improve results Compliance non-negotiables inclusive of CAN-SPAM, TCPA, double opt-ins etc. Within your first month, you'll Build strong relationships with marketing peers, leaders and cross-functional partners. Gain deep understanding of existing systems, frameworks and workflows. Learn target audience segments, brand voice, and customer engagement objectives. Take ownership of the communication calendar and execute against it, inclusive of reporting support Identify near-term risks, gaps, and opportunities for improvement. Within your first year, you'll Own the build and ongoing optimization of core lifecycle flows - measurably improving engagement, conversion, and revenue contribution for each. Develop and maintain CRM data hygiene processes that create executional ease and position the program for long-term advancement. Contribute to a structured testing roadmap with documented results and learnings to inform strategy. Play a defining role in the shift to balanced lifecycle management - helping build the executional playbook for a value-first, relevance-driven channel. Establish yourself as the cross-functional go-to for channel execution, earning trust across creative, web, and brand partners through consistency, accuracy, and deep platform knowledge. Education and Experience Bachelor's degree in Marketing, Communications, Business, or equivalent professional experience. 2 or more years of hands-on email and SMS marketing experience in a DTC or ecommerce environment. Deep, demonstrated Klaviyo proficiency - able to build complex multi-branch flows, conditional splits, and dynamic content blocks independently; familiarity with HTML/CSS knowledge is a plus. Grading / Leveling Guidelines Specialist Qualifications Required Strong command of segmentation logic, list architecture, and suppression management - you can translate a behavioral schema into a clean, zero-overlap list build. Solid deliverability fundamentals: fluent in SPF, DKIM, DMARC, sender reputation, and list hygiene best practices. Analytical fluency across core KPIs (open rate, CTR, RPE, CVR) with comfort pulling and presenting data in reporting tools and spreadsheets. Exceptional attention to detail and a personal QA checklist you run before every send - you catch what others miss. Compliance knowledge across CAN-SPAM, TCPA (double opt-in, quiet hours), and GDPR/CCPA. Preferred Klaviyo (or similar CRM) product certifications Google Analytics certification