Senior Lifecycle Marketing Manager (Email & SMS)

Hyer Boots

22d•Remote

About The Position

HYER 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.

Requirements

5+ 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 Shopify
Proven experience building and scaling SMS marketing programs
Strong understanding of lead generation, list growth, and subscriber acquisition
Demonstrated ability to leverage complex datasets to build RFM models and implement lifecycle strategies
Experience working with or managing loyalty programs
Highly proficient with analytics, comfortable building dashboards and presenting insights to executive stakeholders
Comfortable working cross-functionally and operating with limited resources in a fast-moving environment

Nice To Haves

Experience in DTC footwear, apparel, or premium consumer goods
Familiarity with deliverability best practices and ESP health
Experience supporting product launches and seasonal merchandising through lifecycle channels
Knowledge of, or experience working in the Western Boot industry

Responsibilities

Own the end-to-end email and SMS marketing program, including campaign strategy, execution, and optimization
Design 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 audiences
Work 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 subscriber
Build, deploy, and optimize automated flows and campaigns in Klaviyo
Develop and scale SMS programs, including compliance, segmentation, and performance optimization
Partner 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 events
Collaborate with paid, ecommerce, and web teams to align lifecycle messaging with acquisition campaigns and landing experiences
Develop targeted strategies for high-value and repeat customers to increase frequency and lifetime value
Own email and SMS performance analytics, including revenue attribution, engagement, deliverability, and cohort analysis
Build and maintain executive-ready dashboards and summaries that clearly communicate channel performance and insights
Leverage data across platforms (Shopify, Klaviyo, loyalty tools, analytics platforms) to inform strategy and decision-making