Job Description
About the position As the global leader in hair-extension brands, BIG is dedicated to empowering confidence, creativity, and self-expression through high performance solutions that elevate the beauty experience for both professional stylists and consumers. We’re looking for an innovative, data-driven
Senior Manager, Retention Marketing to own and elevate lifecycle, CRM, and retention strategies across our portfolio of our hair extension brands. This role will play a critical part in driving customer loyalty, purchase frequency, and evaluating LTV through email, SMS, and lifecycle programs.
Responsibilities • Build, execute, and continuously optimize multi-channel retention strategies across email, SMS, loyalty, and lifecycle programs to increase repeat purchase, customer lifetime value (LTV), and overall engagement. • Develop innovative, testable creative concepts informed by email and SMS trends, competitive analysis, and brand storytelling needs. • Own the strategy and optimization of CRM and lifecycle flows tailored to hair-extension consumer behaviors, including education-driven journeys, replenishment cadences, care/maintenance content, and professional vs.
consumer segmentation. • Lead customer journey mapping initiatives to ensure personalized, consistent, and high-impact communication across every stage of the customer lifecycle. • Oversee end-to-end campaign development: strategy, segmentation, briefing, QA, deployment, and performance reporting. • Manage the email/SMS content calendar across BIG’s Keystone brands, ensuring alignment with launches, promotions, product education, and retention objectives. • Build and manage a test-and-learn framework that includes structured A/B testing, experimentation roadmaps, and personalization strategies to improve channel performance.
• Own key CRM and retention KPIs, including repeat purchase rate, LTV, cohort performance, churn, list growth, deliverability, and channel revenue contribution. • Produce weekly, monthly, and quarterly dashboards with actionable insights and strategic recommendations to inform broader marketing decisions. • Partner cross-functionally with Creative, E-commerce, Paid Media, Product Education, and Brand teams to ensure cohesive messaging and a seamless customer experience. • Collaborate with external technology partners and platforms to implement new capabilities and stay ahead of CRM and retention best practices.
Requirements • 5-7+ years of experience in CRM, retention, lifecycle, or email marketing, with demonstrated ownership of strategy and revenue-driving programs. • Proven expertise in email and SMS platforms; experience with Klaviyo is highly preferred • Strong understanding of segmentation, personalization, predictive modeling, and multi-step lifecycle automation • Highly analytical, with experience in e-commerce analytics tools (PowerBI, GA4, attribution platforms) and performance reporting • Familiarity with Shopify or comparable e-commerce platforms • Exceptional project management skills, with the ability to balance strategic thinking, flawless execution, and innovation across multiple brands • Comfort using AI tools to enhance performance and efficiency while maintaining clear ownership of channel strategy.
• Creative, collaborative, solution-oriented mindset with a passion for building long-term customer relationships and brand affinity. Nice-to-haves • Experience in beauty, haircare, fashion, or adjacent CPG/DTC industries strongly preferred; professional beauty experience is a plus Benefits • Base pay of $124,000+ and 10% quarterly bonus based on performance • 401(k) with company match - $ for $ up to 4% - immediately vested • Vacation/Holiday Leave • Great Medical/Dental/Vision Insurance • Life and AD&D Insurance • Opportunities for growth and advancement • And so much more!
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