CRM Lead

CRM Lead (Email & SMS Marketing)

About the Company

We're partnering with an emerging nail care brand that approaches nail health like skincare. With a focus on high-quality ingredients, intentional formulations, and products designed for everyday use, the brand is redefining how customers care for their nails.

As the company builds its first in-house growth team, it's looking for an experienced CRM Lead to develop and scale its email and SMS marketing programs, strengthen customer retention, and drive repeat purchases.

About the Role

We're looking for a strategic, hands-on CRM Lead to own the brand's email and SMS marketing program end to end using Klaviyo.

This is an opportunity to build and shape the CRM function from the ground up. You'll develop the lifecycle marketing strategy, create behavior-driven automations, optimize customer segmentation, and use data to improve retention, customer lifetime value (LTV), and repeat purchase rates.

A key focus will be on expanding SMS as a primary customer communication channel while building smarter, more automated email and SMS journeys based on customer behavior.

We're looking for someone who can think strategically while remaining highly execution-focused. You'll own the overall direction of CRM while personally building, launching, testing, and optimizing campaigns.

Key Responsibilities

• Own the CRM Strategy: Develop and execute the end-to-end email and SMS marketing strategy, covering customer acquisition follow-up, engagement, retention, and reactivation.
• Lead Email and SMS Marketing: Build, launch, and optimize campaigns through Klaviyo, ensuring messaging is relevant, timely, and aligned with business goals.
• Build Behavioral Automations: Develop and optimize automated customer journeys triggered by customer behavior, purchase history, engagement, and lifecycle stage.
• Expand SMS Marketing: Identify opportunities to shift appropriate customer communications from email to SMS, using personalized messaging to drive engagement and conversions.
• Drive Customer Retention: Develop strategies that increase repeat purchase rates, strengthen customer loyalty, and improve customer lifetime value.
• Own Segmentation and Personalization: Create targeted customer segments and personalized messaging based on purchase behavior, preferences, and engagement data.
• Analyze and Optimize Performance: Track key CRM metrics, including retention, LTV, repeat purchase rate, campaign revenue, and email and SMS engagement. Translate insights into actionable improvements.
• Test and Improve: Run A/B tests across messaging, timing, segmentation, and campaign strategy to continuously improve performance.
• Leverage AI and Automation: Use AI tools and modern execution workflows to streamline production, accelerate testing, and improve marketing efficiency.
• Build and Scale the CRM Function: Establish the foundations for a scalable CRM program that can grow alongside the business and its customer base.

Requirements

• Proven experience owning a CRM program end to end, including lifecycle strategy, segmentation, campaign development, execution, testing, and optimization.
• Strong, hands-on experience with Klaviyo, including campaign management, segmentation, flows, and performance reporting.
• Demonstrated experience building behavior-based email and SMS automations across the customer lifecycle.
• Strong understanding of lifecycle marketing, customer retention, repeat purchase behavior, and customer lifetime value.
• Experience tracking CRM performance metrics and using data to inform strategy and improve results.
• Ability to balance strategic thinking with hands-on execution in a fast-paced environment.
• Previous experience working with startups, early-stage brands, or lean growth teams.
• Comfortable taking ownership, working independently, and building processes from the ground up.
• Availability to work during US Eastern business hours.
• Excellent written communication skills and an understanding of customer-focused marketing.

Nice to Have

• Experience working with Shopify, including basic store management, UX improvements, or conversion rate optimization.
• Basic HTML/CSS skills or the ability to make light technical adjustments to email templates and storefront experiences.
• Spanish language proficiency.
• A genuine interest in beauty, nail care, skincare, or consumer lifestyle brands.
• Experience scaling email and SMS marketing for a direct-to-consumer (DTC) or e-commerce brand.

What Makes This Opportunity Exciting?

• Build from the ground up: Shape the CRM strategy and establish the foundations of a growing brand's lifecycle marketing function.
• Own the impact: Take responsibility for the strategy, execution, and results of email and SMS marketing.
• Work with autonomy: Have the freedom to test ideas, make decisions, and improve performance without unnecessary layers of process.
• Grow with the business: Start at 20 hours per week, with the potential to expand into a full-time position as the brand scales.

• Has owned a CRM program end to end: lifecycle strategy, segmentation, building, sending and testing email and SMS
• Hands-on Klaviyo experience
• Has built behavior-based automations across email and SMS
• Tracks retention, LTV and repeat purchase and acts on the data
• Senior thinker who is happy to be hands-on
• Startup experience
• Available to work US Eastern hours

• Light Shopify / UX development skills
• Spanish speaker
• Passion for beauty

• Klaviyo