Senior CRM Manager

About Bask & Lather Co.

Bask & Lather Co. is a fast-growing, family-founded textured haircare brand built on a scalp-first philosophy, authentic results, and a deeply engaged community. We serve customers across our website, app, TikTok Shop, Amazon, Walmart, and emerging channels. Our mission is to help customers grow it and keep it too.

The Opportunity

We are seeking a hands-on Senior CRM Manager to own the execution and performance of our customer relationship marketing program. You will lead email and SMS campaigns, build and improve automated journeys, and turn customer insight into stronger repeat purchase, subscription retention, and long-term value. Q4 execution is an immediate priority, alongside building a durable lifecycle program.

This is a working manager role. You will set priorities, work directly in Klaviyo, review every major send for accuracy, analyze performance, and coach our CRM Coordinator. You will partner with the future Director of Retention & Customer Lifecycle, who will own the broader retention strategy, budget, and department roadmap.

What You Will Own

Campaign Strategy and Q4 Execution

• Own the email and SMS calendar for launches, education, promotions, replenishment, and engagement.
• Translate business priorities into briefs, audience plans, creative requirements, send schedules, and measurable goals.
• Lead Black Friday/Cyber Monday and holiday CRM planning, including offers, segmentation, contact frequency, contingency plans, and recaps.
• Partner with Brand, Creative, E-Commerce, Growth, Product, and CX to deliver timely, accurate messages.
• Establish pre-send QA for audience, consent, suppression, offer, inventory, links, rendering, timing, and tracking.

Lifecycle and Retention

• Audit, build, and optimize welcome, browse and cart abandonment, post-purchase, education, replenishment, cross-sell, winback, and subscription journeys.
• Segment first-time, repeat, high-value, lapsed, and subscription customers using purchase behavior, product interest, and engagement.
• Improve second purchase, frequency, subscription save and renewal, and customer lifetime value.
• Collaborate with Subscription, CX, and E-Commerce on friction that requires changes beyond messaging.
• Coordinate email, SMS, and relevant app messaging so the customer experience remains coherent.

Klaviyo, Data, and Operations

• Serve as a hands-on Klaviyo owner for campaigns, flows, segments, templates, testing, and reporting.
• Help complete and stabilize the email and SMS migration to Klaviyo. Validate customer data, consent and suppressions, event tracking, flows, integrations, and deliverability before and after cutover.
• Partner with E-Commerce and technical resources on Shopify, subscription, and other customer events.
• Create documentation, naming conventions, approval workflows, and repeatable QA checklists.
• Protect list health, deliverability, and customer preferences while operating an ambitious calendar.

Measurement and Leadership

• Own weekly CRM reporting across campaign and flow results, customer cohorts, repeat purchase, subscription behavior, list health, and testing insights.
• Build a prioritized test plan for audiences, content, timing, offers, and journeys. Use baselines and holdouts where feasible to assess incremental impact.
• Manage, coach, and set priorities for the CRM Coordinator. Review work and build technical and analytical skills.
• Manage agency or freelance support when needed and flag capacity, data, creative, or launch risks early.

What Success Looks Like

• First 30 days: Assess current performance and the Klaviyo migration, stabilize the Q4 calendar and QA process, identify urgent flow and deliverability gaps, and establish a weekly scorecard.
• First 60 days: Own campaign execution, improve priority flows and segments, implement a test roadmap, and give the coordinator clear ownership and coaching.
• First 90 days: Deliver a dependable CRM operating rhythm, documented lifecycle priorities, measurable improvements in customer behavior, and a clear optimization plan.

What You Bring

• 5+ years in CRM, lifecycle, retention, or email and SMS marketing, with substantial consumer e-commerce experience.
• Deep, hands-on Klaviyo experience building and troubleshooting flows, segments, campaigns, and reporting.
• Experience leading a high-volume promotional calendar while protecting deliverability and customer experience.
• Strong grasp of segmentation, testing, purchase cohorts, retention economics, and lifecycle measurement.
• Experience with Shopify and comfort diagnosing customer data and event quality.
• Strong project management, copy and creative judgment, attention to detail, and comfort making decisions under tight deadlines.
• Experience managing or coaching a coordinator or small team.
• Subscription, beauty or personal care, mobile app, and multichannel experience are pluses.

Who You Are

You combine commercial judgment with careful execution. You can build a flow yourself, challenge an unconvincing metric, give clear feedback, and catch a broken offer before it reaches customers. You take ownership of results and develop the people around you.

Equal Employment Opportunity

Bask & Lather Co. is an Equal Opportunity Employer. Employment decisions are made without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, disability, veteran status, genetic information, or any other characteristic protected by applicable law. Reasonable accommodations are available for qualified applicants and employees in accordance with applicable law.