eMail & Retention Marketing Strategist

Job Details: Job Location: Corporate Office - Winston-Salem, NC - Winston-Salem, NC, Position Type: Full Time, Salary Range: Undisclosed, SUMMARY

We are seeking an analytical, strategic, and growth-oriented Email & Retention Marketing Strategist to fully own and scale our lifecycle marketing engine. In this role, you will be the primary architect and manager of our customer retention strategy, using Email and SMS (via Klaviyo) as the core pillars to maximize Customer Lifetime Value (LTV), repeat purchase rate, and engagement.

While most of your focus will drive direct-to-consumer (DTC) apparel storefronts, you will also leverage your expertise to support and grow wholesale and B2B communication channels.

Note: This is an analytical, strategic, and channel-management role. You will not be responsible for designing graphic assets, but you will be the primary driver of creative performance analysis, audience segmentation, testing frameworks, and briefing creative/copy teams for future initiatives.

Essential Duties And Responsibilities

Retention & Lifecycle Ownership

Strategy & Architecture: Fully own and execute the end-to-end retention and lifecycle roadmap across email and SMS to drive repeat purchase rate, reduce churn, and lift overall LTV.

Automated Flows: Audit, build, optimize, and scale automated lifecycle customer journeys in Klaviyo (e.g., Welcome series, Abandoned Cart/Checkout, Browse Abandonment, Post-Purchase & Cross-Sell, Replenishment/Restock alerts, Winbacks, and Sunset policies).

Campaign Calendar: Plan, schedule, and manage the full promotional, editorial, and product-launch broadcast calendar for DTC apparel lines and seasonal drops.

Wholesale & B2B Expansion: Build and maintain dedicated email workflows and segmented campaigns to support wholesale accounts, trade partners, and B2B buyers (e.g., line sheet announcements, order reminders, seasonal pre-orders, and portal engagement).

Testing, Experimentation & Optimization

Test & Learn Roadmap: Design, execute, and document a structured, continuous A/B and multivariate testing strategy across subject lines, preview text, SMS send times, copy hooks, promotional offers, frequency, and click-to-open drivers.

Segmentation: Architect advanced behavioral, demographic, and RFM (Recency, Frequency, Monetary) segments in Klaviyo to deliver highly personalized messaging at scale.

List Health & Deliverability: Monitor deliverability, inbox placement, sender reputation, bounce rates, unsubscribe rates, and list hygiene standards (including DMARC/SPF/DKIM alignment and sunset automations).

Creative Analysis & Cross-Functional Collaboration

Creative Performance Review: Systematically analyze creative asset performance (e.g., visual layout, imagery vs. text ratios, CTA hierarchy, product focus) and translate metrics into actionable feedback and creative briefs.

Partner with Marketing & Creative: Collaborate closely with brand marketing, copywriters, graphic designers, and merchandising teams to communicate what creative converts and guide future creative production.

Merchandising Alignment: Partner with inventory and e-commerce teams to ensure campaigns align with apparel drops, core replenishment lines, clearance pushes, and stock availability.

Reporting & Analytics

Build and maintain weekly and monthly retention reporting dashboards tracking revenue per recipient (RPR), open rates, CTR, conversion rates, unsubscribes, list growth, and overall attributed revenue share.

Uncover actionable customer journey insights and communicate findings effectively to cross-functional leadership.

Qualifications: KNOWLEDGE, SKILLS & ABILITIES

Platform Mastery: Expert-level, day-to-day proficiency with Klaviyo (flows, advanced segmentation, predictive analytics, template architecture, SMS toolset) and Shopify (or similar e-commerce platforms). Experience leveraging common DTC tech stack integrations (Okendo, Gorgias) into Klaviyo a plus.

SMS Proficiency: Proven track record running SMS programs (compliance, frequency caps, two-way triggers, MMS vs. SMS strategy).

Strategic & Analytical Mindset: Comfortable diving into raw data, cohort analyses, attribution models, and GA4 to identify opportunities and guide business decisions.

Creative Acumen: While not a designer, you possess a keen eye for visual storytelling, UX best practices for mobile inbox consumption, and conversion rate optimization (CRO) principles.

Wholesale Familiarity: Experience or strong comfort tailoring B2B/wholesale email communications alongside DTC workflows a plus

Detail-Oriented & Organized: Exceptional project management skills with the ability to manage complex send schedules and multiple stakeholder approvals without letting details slip.

Education & Experience

Bachelor's degree in Business, Marketing, Communications, Fashion Merchandising, or a related field, or an equivalent combination of education and relevant professional experience, preferred.

3–5+ years of dedicated hands-on experience in email and SMS marketing, lifecycle strategy, and retention marketing, within a high-growth DTC apparel, fashion, or consumer lifestyle brand.

Experience within apparel, fashion, lifestyle, beauty, premium consumer goods, or another product-led consumer brand strongly preferred.

Preferred Technical Skills

Advanced Klaviyo mastery (catalog feeds, custom properties, and predictive analytics)

Shopify / Shopify Plus experience

Familiarity with GA4 and retention analytics tools (Triple Whale, Northbeam, etc)

Basic HTML/CSS for troubleshooting email rendering across mobile and desktop

Knowledge of email deliverability and authentication protocols (SPF, DKIM, DMARC)

Understanding of compliance for SMS programs

Experience integrating third-party apps (loyalty programs, reviews, etc) into Klaviyo

Physical Demands

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this Job, the employee is regularly required to sit; use hands to finger, handle, or feel; reach with hands and arms and talk or hear. The employee is occasionally required to stand and walk. The employee must occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this job include close vision and ability to adjust focus. Ability to move between departments to interact with others. Consistent daily attendance required; occasional off-shift support and limited travel required.

Work Environment

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. The noise level in the work environment is usually moderate. Generally, will work in conditioned office environment.

*The statements herein are intended to describe the general nature and level of work being performed by associates and are not to be construed as an exhaustive list of responsibilities, duties, and skills required. Furthermore, they do not establish a contract for employment and are subject to change at the discretion of the employer at any time with or without notice.

les/Veterans/Disabled. All qualified applicants will receive consideration for employment without race, color, gender (including pregnancy), gender identity, sexual orientation, national origin, religion, age, disability, veteran status, genetic information, or other protected characteristics. *