Senior CRM Manager

Bask & Lather•Yonkers, NY

About The Position

Bask & Lather Co. is seeking a hands-on Senior CRM Manager to own the execution and performance of their customer relationship marketing program. This role will lead email and SMS campaigns, build and improve automated journeys, and leverage customer insights to enhance repeat purchases, subscription retention, and long-term customer value. A key priority is Q4 execution, alongside building a sustainable lifecycle program. This is a working manager position where the individual will set priorities, work directly in Klaviyo, review all major sends for accuracy, analyze performance, and coach the CRM Coordinator. The Senior CRM Manager will partner with the future Director of Retention & Customer Lifecycle, who will oversee the broader retention strategy, budget, and department roadmap.

Requirements

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.

Nice To Haves

Subscription experience
Beauty or personal care industry experience
Mobile app experience
Multichannel experience

Responsibilities

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.
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 to ensure a coherent customer experience.
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.
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.