CRM Lifecycle and Retention Director

Job Title: CRM Lifecycle and Retention Director

Location: Remote / Hybrid - Denver, CO; Salt Lake City, UT; Vancouver, WA; Austin, TX; Colombus, OH

Reports To: Sr. Director of Revenue

Job Overview:

We are looking for a data-driven CRM Lifecycle and Retention Director to own and optimize customer engagement across our 4-5 brands using Klaviyo, Attentive, and Yotpo. This role is revenue-generating and focused on driving repeat purchases, increasing ROAS, and growing our total engaged email list. You will oversee email and SMS lifecycle marketing, refine existing flows and triggers, improve marketing copywriting, and help launch loyalty programs to strengthen customer retention. This is a hands-on role requiring expertise in personalization, segmentation, reporting, and continuous optimization. Additionally, this role will lead a team and actively collaborate with other revenue team leaders on promotions, content, and campaign planning.

Key Responsibilities:

Lifecycle & Retention Strategy

• Develop and execute retention strategies that increase customer lifetime value (CLTV) and repeat purchase rates.
• Optimize existing email and SMS flows (welcome series, cart abandonment, win-back, post-purchase, etc.).
• Create and refine segmentation strategies to deliver personalized messaging to different customer groups.
• Own and implement the loyalty program strategy to drive engagement and retention.

Execution & Campaign Management

• Manage SMS scheduling and execution in Klaviyo, ensuring timely and effective customer touchpoints.
• Oversee the development of email campaigns (another team member assists with email scheduling).
• Work closely with the creative team to improve marketing copywriting and content gaps.
• Ensure brand voice consistency across multiple brands while tailoring messaging to unique customer needs.

Leadership & Team Management

• Lead and develop team members, ensuring alignment with company goals.
• Foster a culture of innovation, testing, and continuous improvement.
• Encourage cross-functional collaboration and ownership within the marketing and revenue teams.

Analytics & Optimization

• Analyze key retention metrics (repeat purchase rate, churn rate, LTV, open rates, click-through rates, etc.).
• Use A/B testing and data-driven insights to continuously optimize flows, triggers, and campaign performance.
• Report on lifecycle marketing performance and provide actionable recommendations to improve sales contribution from CRM efforts.

About Us

Local Crafts Group, (formerly Premier Needle Arts (PNA)), manages five well-known brands: Connecting Threads, Knit Picks, Superior Threads, Crochet.com and Berroco. Our hands-on approach helps us provide fabrics, threads, yarns, and tools that meet our customers' preferences while maintaining exceptional quality.

Available through dedicated consumer websites, Amazon, wholesale distributors, local retail partners, and consumer shows, our products are accessible to craft enthusiasts. Local Crafts Group is headquartered in Vancouver, WA, and is part of the Blue Point Capital Partners portfolio.

Company Leadership Principles:

Our company values leadership at every level. We believe in:

• Hire & Develop the Best - Build and mentor high-performing teams.
• Drive to Outcomes - Focus on delivering measurable results.
• Use Data to Know What You Can Know - Make informed, strategic decisions.
• Be an Owner - Take full responsibility for your work and its impact.
• Continually Improve What Is Around You - Always seek ways to optimize.
• Test & Learn Quickly - Embrace experimentation and adaptability.

As an equal opportunity employer, Local Crafts Group is committed to creating and maintaining a supportive and inclusive work environment. We empower each team member to reach their full potential and foster an atmosphere that inspires creativity among our customers.

Why Join Us?

• Play a key role in growing a portfolio of premium brands in the crafting industry.
• Work in a collaborative and fast-paced marketing team.
• Opportunity to own and shape the lifecycle marketing strategy with real impact on revenue growth.

Requirements

Required Skills & Experience:

• 5+ years of experience in CRM, lifecycle marketing, or retention marketing, preferably in eCommerce.
• Proven track record of increasing repeat purchases and optimizing retention strategies.
• Strong expertise in Klaviyo (flows, triggers, segmentation, analytics, and reporting).
• Hands-on experience with SMS and email marketing campaign execution.
• Excellent data analysis skills with the ability to translate insights into action, must be able to use excel proficiently.
• Strong copywriting and messaging skills with a focus on conversion optimization.
• Ability to manage multiple brands while maintaining strategic consistency.
• Applicants must be authorized to work for any employer in the U.S. We are unable to sponsor or take over sponsorship of an employment Visa at this time.

Nice to Have:

• Experience launching or managing a loyalty program(s).
• Knowledge of eCommerce retention trends and personalization strategies.

Benefits

Our compensation package is designed to match industry standards and account for factors like your geographical location, expertise, and years of experience. In addition to a competitive salary, you'll have access to performance-based bonuses and a wide range of benefits.

The starting pay range for this exempt/salary position is:

$90,000 - $110,000 per year.

Benefits

We offer a generous benefits package, including: 

• Multiple medical, dental and vision plan options after 30 days (with company contributions to the premium costs)
• Healthcare Savings and Flexible Spending Accounts
• Company-paid Life, AD&D, Short Term Disability, Long-Term Disability, and worldwide travel assistance benefits
• Voluntary life and income replacement plans
• Robust Employee Assistance Program that includes counseling, legal, financial and health advocacy services
• 401(k) Retirement Savings Plan with Employer Match
• Generous paid time off and holiday pay policies
• Employee discounts at all Local Crafts companies!