Senior Manager - Lifecycle, Email, and SMS Marketing

Swanson Health•Fargo, ND

22d

About The Position

We are seeking a strategic, data-driven Senior Manager of Email & SMS Marketing to lead and evolve our lifecycle communication channels, which currently generate over $30M+ annually. This role functions as the general manager of the channel—balancing revenue performance, customer experience, segmentation strategy, promotional planning, deliverability, and long-term program design. Additionally, the team sends 10+ campaigns per week and operates within a highly promotional email environment, requiring strong calendar management, strategic offer planning, and the ability to balance short-term revenue with long-term customer health. A key responsibility of this role is to architect the next generation of our lifecycle marketing program—redesigning flows, segmentation, creative frameworks, loyalty journeys, and testing infrastructure without disrupting existing revenue performance. You will work cross-functionally with a diverse group of stakeholders across Creative, Promotions, Web, Operations, and Data to align strategy and execution. You will manage a team of two and oversee a high-volume program of 70+ automated flows spanning acquisition, onboarding, loyalty, retention, rewards, and reactivation. Deep Klaviyo expertise, strong deliverability knowledge, and proficiency in Amplitude for behavioral analysis are essential. This role also requires hands-on CRM experience, including setting up, managing, and optimizing CRM systems such as HubSpot or similar. You will use CRM capabilities to support segmentation, personalization, cross-channel orchestration, and customer data hygiene.

Requirements

6+ years of experience in email, SMS, CRM, or lifecycle marketing in a DTC or high-growth eCommerce business.
Demonstrated success owning revenue outcomes and driving measurable channel growth.
Expert-level experience in Klaviyo, including advanced flows, segmentation, and integrations.
Strong understanding of deliverability, sender reputation, and compliance.
Proficiency in Amplitude or similar behavioral analytics tools.
Experience leading and developing teams.
Ability to navigate complex cross-functional environments and build alignment with diverse stakeholders.
Hands-on CRM experience—including setting up, configuring, and running CRM systems such as HubSpot or similar tools.
Experience with Shopify and a strong understanding of the Klaviyo/Shopify integration, including data flows, events, and optimization opportunities.—including setting up, configuring, and running CRM systems such as HubSpot or similar tools.

Nice To Haves

Technical aptitude a plus (HTML for email, basic SQL, API familiarity).

Responsibilities

Own the performance of our Email & SMS channels, driving revenue growth and customer engagement.
Lead, mentor, and develop a high-performing team of two lifecycle marketers.
Manage and continuously optimize 70+ automated lifecycle, triggered, loyalty, and rewards flows across Email and SMS.
Design the future-state lifecycle marketing system, including journey strategy, dynamic personalization, segmentation logic, and creative frameworks—while maintaining continuity of current revenue performance.
Collaborate effectively with a diverse set of cross-functional partners, aligning strategies and resolving trade-offs across business needs, customer experience, operational realities, and brand.
Oversee SMS channel strategy, ensuring compliant and coordinated multi-channel journeys.
Work closely with the Promotions Manager on promotional calendars, discounting strategy, and offer testing.
Ensure best-in-class deliverability and sender reputation through proactive monitoring and list health management.
Collaborate with Creative and Web teams on messaging, templates, content optimization, and landing page experience.
Build reporting and insight dashboards in partnership with Data & Analytics, leveraging Amplitude for user behavior and segmentation analysis.
Drive a test-and-learn culture—experimenting across subject lines, sends, segmentation, offer strategy, and message sequencing.
Implement, manage, and optimize CRM systems (HubSpot or similar) to support lifecycle marketing, data organization, segmentation, and cross-channel orchestration.