Senior Manager, Lifecycle Marketing

Who You Are

You believe the inbox is part of the brand experience, not a channel beside it. A welcome email is often a customer's first real conversation with LAKE, and a shipping confirmation can be the moment she decides she'll be back. You've spent seven to nine years in lifecycle, retention, or CRM marketing, most of it at brand-led eCommerce or DTC companies (fashion and retail especially). You're as fluent in flow architecture as you are in brand voice, and you know the two work together because the best-performing programs sound like the brand every single time. You bring a point of view backed by data, you'd rather challenge a plan before it ships than explain it after, and you've led agency partners and direct reports to a high standard. You also know the difference between a send that drives revenue and one that just drives unsubscribes (and you protect the list accordingly).

What You’ll Do

• Own performance across LAKE's email, SMS, and transactional channels, from the campaign calendar to triggered flows, with full accountability for channel revenue and retention KPIs
• Treat every send as a brand moment. You're the last check on how LAKE sounds, looks, and feels across every email, text, and transactional touchpoint, and you know when the right call is not to send at all
• Grow and convert our reachable audience through onsite capture, offer mechanics, and list health
• Turn lifecycle strategy and go-to-market priorities into a working channel plan. Map sends, audiences, and dependencies, then come back with collisions flagged and a recommendation
• Run the operational backbone: orchestration and cadence, suppression and governance, platform health, and data integrity across Klaviyo, SMS, and reporting tools
• Lead reporting and testing. Deliver weekly and monthly performance reads, and a testing roadmap that shapes strategy
• Write campaign and flow briefs and give first-pass creative review, keeping messaging, voice, and segmentation true to the LAKE brand and our customer
• Lead agency partners, vendors, and internal support: set priorities, coach to standard, and hold performance targets
• Partner with Ecommerce, Creative, Planning, and Client Services so lifecycle stays in step with product moments and go-to-market priorities

What You’ll Bring

• 7-9 years in lifecycle, retention, or CRM marketing, with significant eCommerce or DTC experience and at least one year managing direct reports or executional support
• A real eye for brand. You can tell when a subject line sounds like LAKE and when it sounds like everyone else, and you can explain why
• Experience at a premium, brand-led company where growth didn't come at the brand's expense. You know how to drive repeat purchase without relying on discounts
• Deep hands-on Klaviyo (or comparable ESP) expertise: flow architecture, segmentation, deliverability, and account setup, plus SMS platform experience
• Working knowledge of identity resolution and the data layer (tools like Wunderkind, Retention.com, Elevar), and how it affects match rates, reachable audience, and attribution
• Advanced Excel and analytical skills, including forecasting, cohort analysis, and retention measurement
• Fluency with AI tools to speed up reporting, analysis, and day-to-day workflows
• Strong operational discipline and attention to detail. You treat send quality and data integrity as non-negotiable
• Comfort working at both levels: setting direction, then rolling up your sleeves on execution, testing, and QA
• Clear, structured communication and the ability to lead cross-team work with limited direction
• You lead with kindness and stay above ego. You care more about getting to the right answer than being the one who had it
• Bonus: experience with personalization tools and dynamic content