Ethnik Living is a Los Angeles-based furniture and home décor brand offering distinctive, thoughtfully designed pieces for residential and commercial spaces across the United States.
We're looking for a Head of Retention (Email & SMS) to own and develop data-driven retention strategies across our customer lifecycle, with a focus on email marketing, SMS, and customer engagement.
You'll lead our retention efforts using Klaviyo and Postscript, turning customer insights, purchase behavior, and performance data into personalized campaigns that drive revenue, strengthen customer relationships, and improve customer lifetime value.
Retention Strategy & Lifecycle Ownership
- Own email and SMS retention strategy across Klaviyo and Postscript, from subscriber onboarding to post-purchase engagement and reactivation.
- Develop lifecycle marketing strategies for different customer segments, including first-time buyers, returning customers, high-value customers, and B2B clients.
- Build monthly retention plans aligned with product launches, seasonal promotions, and business objectives.
- Identify opportunities to improve customer engagement, repeat purchases, and customer lifetime value.
Email & SMS Campaign Management
- Plan, execute, and optimize email campaigns in Klaviyo and SMS campaigns in Postscript.
- Build and optimize automated flows, including welcome, browse abandonment, cart abandonment, checkout abandonment, post-purchase, and win-back sequences.
- Develop advanced customer segmentation based on purchase behavior, engagement, preferences, and lifecycle stage.
- Create compelling messaging strategies, campaign briefs, and testing plans for different customer segments.
- Collaborate with Growth, Graphic Design, Product, and Branding teams to develop effective campaign creatives and messaging.
- Build and format emails in Klaviyo, using approved brand assets and layouts.
- Maintain strong email deliverability, list health, SMS consent management, and compliance with applicable marketing regulations.
Performance Analysis & Optimization
- Analyze retention performance using metrics including attributed revenue, revenue per recipient, conversion rate, repeat purchase rate, customer lifetime value (LTV), and unsubscribe rates.
- Identify underperforming campaigns, automated flows, and customer segments, and develop strategies to improve results.
- Build structured A/B testing plans for subject lines, messaging, creative, offers, timing, and segmentation.
- Use customer behavior, cohort analysis, and performance data to inform retention strategies and improve marketing effectiveness.
- Evaluate the incremental impact of retention activities and identify opportunities for sustainable revenue growth.
- Conduct competitor retention research and analyze customer feedback, purchasing patterns, and market trends.
What we're looking for
- 2+ years of hands-on experience in retention marketing, lifecycle marketing, CRM, or email and SMS marketing, preferably in DTC e-commerce.
- Proven experience developing and scaling retention strategies for US-facing consumer brands.
- Advanced hands-on experience with Klaviyo, including campaign management, automated flows, segmentation, and performance reporting.
- Experience with Postscript or comparable SMS marketing platforms.
- Strong understanding of email and SMS marketing best practices, customer segmentation, personalization, and lifecycle automation.
- Demonstrated ability to develop effective retention campaigns, automated customer journeys, and testing frameworks.
- Strong analytical skills and the ability to translate customer and campaign data into actionable optimization decisions.
- Experience working with designers, copywriters, and marketing teams to develop effective campaign content.
- Understanding of US email and SMS marketing compliance, consent management, and deliverability practices.
- Excellent written and spoken English, with strong US-market copywriting skills.
- A proactive, organized approach and the ability to manage multiple retention initiatives independently.
- A portfolio or case studies demonstrating retention strategy ownership and measurable results.
Nice to Have
- Experience with furniture, interior design, home décor, lifestyle, or premium consumer brands.
- Experience with higher-ticket or considered-purchase products and longer customer purchase cycles.
- Experience developing retention strategies for both B2C and B2B audiences.
- Familiarity with Shopify and e-commerce customer journeys.
- Experience developing loyalty, referral, or VIP customer programs.
- Experience working in a fast-growing international brand or agency environment.
Experience with the following tools or equivalent platforms is valuable:
- Klaviyo
- Postscript
- Shopify Analytics
- Google Analytics 4 (GA4)
- Google Sheets or Excel
- Notion, Asana, or similar project management tools
- ChatGPT, Claude, or comparable AI tools
Location: Remote
Contract Type: Contract
Compensation: USD 3,000-5,000 per month