Sr. Manager, Retention & Loyalty

KEEN Footwear•Portland, OR

11h•$144,000 - $153,000

About The Position

The Senior Manager of Retention and Loyalty leads the execution and optimization of lifecycle marketing programs to drive repeat purchase, increase customer lifetime value (LTV), and strengthen brand engagement. This role supports a data-driven lifecycle ecosystem across owned channels, including email, SMS, and loyalty programs. They contribute to CRM audience strategy and segmentation and lead test-and-learn initiatives, using platforms such as Klaviyo, Shopify, and Yotpo to improve performance through data-driven insights. This role sets lifecycle and loyalty roadmaps while ensuring high-quality execution. They manage agency and technology partners and collaborate cross-functionally to deliver aligned programs. Primarily focused on North America, this role also contributes to CRM best practices across regions. Success is measured by improvements in retention, purchase frequency, and LTV.

Requirements

Bachelor's Degree in Business, Marketing, Communications, or related field required.
Minimum six (6) of experience configuring and leveraging advanced capabilities in lifecycle marketing across email, SMS, and loyalty.
Any equivalent combination of experience and education which clearly indicates the ability to perform the essential functions of the position may substitute on a year for year basis.
Experience leveraging leading CRM, loyalty, and marketing automation platforms (e.g., Klaviyo), ecommerce platforms (e.g., Shopify), and loyalty technologies (e.g., Yotpo or similar)
Familiarity with consumer data infrastructure and integrations across marketing and ecommerce systems
Highly organized with the ability to manage multiple priorities, projects, and stakeholders in a fast-paced environment
Advanced analytical skills with the ability to translate consumer data and insights into actionable strategies that drive measurable business outcomes
Experience with experimentation frameworks (A/B testing, test-and-learn agendas) and performance optimization across lifecycle channels
Proficiency in analytics and reporting tools (e.g., Google Analytics, Power BI or similar), with strong Excel skills for data analysis and modeling
Proven ability to build, lead, and develop high-performing teams, fostering a culture of accountability, innovation, and continuous improvement
Strong cross-functional collaborator with experience influencing stakeholders across brand, product, merchandising, and analytics teams
Excellent communication and presentation skills, with the ability to translate complex data into clear, compelling narratives for all levels of the organization
Ability to synthesize diverse perspectives and align teams around a unified vision and strategy
Strong attention to detail paired with a strategic, big-picture mindset
Self-directed and able to prioritize effectively while navigating ambiguity

Responsibilities

Leads the development and execution of retention and lifecycle marketing programs including CRM campaign calendar, automated journeys, and loyalty integration.
Defines roadmap, prioritization, and success metrics across lifecycle stages (onboarding, engagement, retention, winback), ensuring programs drive measurable improvements in LTV and repeat purchase behavior.
Drives the performance and optimization of the loyalty program.
Defines program structure, benefits, and unique offerings to drive program engagement, consumer retention, and increased consumer value.
Continuously evaluates program effectiveness through data and consumer insights, identifying opportunities to enhance engagement, differentiation, and financial impact.
Leads the development and management of holistic consumer group strategies (e.g., VIP, professional, or community segments), including program design, and tailored experiences.
Partners cross-functionally to ensure these programs are differentiated, scalable, and aligned with brand and commercial objectives.
Develops and evolves advanced segmentation frameworks and behavior-based journeys in close collaboration with Analytics and Digital Experience.
Champions a consumer group test-and-learn agenda across channels, leveraging A/B testing, audience insights, and performance data to continuously optimize messaging, timing, and consumer experience.
Leverages consumer data, RFM analysis, and performance reporting to evaluate program effectiveness, identify growth opportunities, and inform strategic decision-making.
Partners with analytics teams to enhance data models and measurement frameworks.
Contributes to acquisition strategies via owned channels, driving high-quality list growth across eCommerce, retail, and other touchpoints, with a focus on long-term engagement and value creation.
Manages agency and technology partners and serves as a key stakeholder in aligning lifecycle marketing with broader business objectives.
Manages and develops a team responsible for executing lifecycle marketing initiatives.
Partners cross-functionally with brand, product, merchandising, and analytics to ensure coordinated campaign delivery.
Contributes insights and learnings to CRM best practices within the Digital Marketing center of excellence.