Senior Lifecycle Marketing Manager (Email & SMS)

Title: Senior Lifecycle Marketing Manager (Email & SMS)Department: MarketingReports To: VP Marketing Location: RemoteEmployment Type: Full-TimeOverviewHYER Boots is looking for a Senior Lifecycle Marketing Manager to own and scale our email and SMS channels. This role will drive retention, repeat purchase, and customer lifetime value while supporting key acquisition initiatives. This role is ideal for a hands-on operator who has built lifecycle programs from the ground up at a consumer brand and is comfortable balancing strategy, execution, and analysis in a lean, high-growth, high-effort, high-reward environment. You will be responsible for turning customer data into meaningful, personalized experiences across the full lifecycle, from lead capture to post-purchase, loyalty, and reactivation.Key ResponsibilitiesOwn the end-to-end email and SMS marketing program, including campaign strategy, execution, and optimizationDesign and implement full-funnel lifecycle strategies (welcome, onboarding, post-purchase, OOS & replenishment, win-back, VIP, churn prevention)Build and operationalize RFM-based segmentation models to personalize messaging and prioritize full-price, high-impact audiencesWork cross functionally with creative teams to develop testing strategies, and recommend optimizations through messaging, design, templates, CTA’s, timing, and incentives to improve engagement and revenue per subscriberBuild, deploy, and optimize automated flows and campaigns in KlaviyoDevelop and scale SMS programs, including compliance, segmentation, and performance optimizationPartner with creative and brand teams to design and iterate on email/SMS assets (comfortable working in Figma)Support lead generation and list-building initiatives, including on-site capture, sweepstakes, promotions, partnerships, and eventsCollaborate with paid, ecommerce, and web teams to align lifecycle messaging with acquisition campaigns and landing experiencesDevelop targeted strategies for high-value and repeat customers to increase frequency and lifetime valueOwn email and SMS performance analytics, including revenue attribution, engagement, deliverability, and cohort analysisBuild and maintain executive-ready dashboards and summaries that clearly communicate channel performance and insightsLeverage data across platforms (Shopify, Klaviyo, loyalty tools, analytics platforms) to inform strategy and decision-makingQualificationsRequired5+ years of experience in lifecycle, retention, or CRM marketing at a consumer-facing brand (footwear or apparel strongly preferred)Hands-on experience working in Figma, Klaviyo, and ShopifyProven experience building and scaling SMS marketing programsStrong understanding of lead generation, list growth, and subscriber acquisitionDemonstrated ability to leverage complex datasets to build RFM models and implement lifecycle strategiesExperience working with or managing loyalty programsHighly proficient with analytics, comfortable building dashboards and presenting insights to executive stakeholdersComfortable working cross-functionally and operating with limited resources in a fast-moving environmentNice to HaveExperience in DTC footwear, apparel, or premium consumer goodsFamiliarity with deliverability best practices and ESP healthExperience supporting product launches and seasonal merchandising through lifecycle channelsKnowledge of, or experience working in the Western Boot industryOriginally posted on Himalayas