Senior CRM Manager

Bask & Lather•Yonkers, NY

2d•$110,000 - $130,000

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 involves leading email and SMS campaigns, building and improving automated journeys, and leveraging customer insights to enhance repeat purchases, subscription retention, and long-term customer value. A key priority is the Q4 execution, alongside establishing a durable lifecycle program. This is a working manager position where the individual will be directly involved in Klaviyo, reviewing sends, analyzing performance, and coaching the CRM Coordinator. The role will collaborate with the future Director of Retention & Customer Lifecycle on broader strategy and departmental 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 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 so the customer experience remains coherent.
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, validating customer data, consent and suppressions, event tracking, flows, integrations, and deliverability.
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.
Manage, coach, and set priorities for the CRM Coordinator, reviewing work and building their technical and analytical skills.
Manage agency or freelance support when needed and flag capacity, data, creative, or launch risks early.