Email and Lifecycle Marketing Specialist

Location: Lake Dallas, Texas

Schedule: Full-time, in-office M-F 8am-5pm

Reports to: Head of Ecommerce

About the Role

We are a premium leather footwear, handbag, and accessories brand looking for an Email \& Lifecycle Marketing Specialist to help grow our direct-to-consumer ecommerce business.

This is a hands-on role for someone who can build campaigns, write strong email copy, manage segmentation, improve automated flows, analyze performance, and bring thoughtful recommendations forward. The right person will understand that lifecycle marketing is not just about sending more messages. It is about sending the right message to the right customer at the right moment — in a way that drives revenue, improves retention, and protects the brand.

We are a small, family-owned business, so this role requires both strategy and execution. You should be comfortable owning your work, collaborating closely with creative and ecommerce partners, and operating in an environment where people wear multiple hats.

Roles and Responsibilities

• Plan, build, schedule, and optimize email campaigns in Klaviyo.
• Write polished, brand-appropriate email copy.
• Manage and improve lifecycle flows, including welcome, abandoned cart, browse abandonment, post-purchase, winback, VIP, replenishment, back-in-stock, and unengaged customer journeys.
• Own customer segmentation across behavior, purchase history, engagement, lifecycle stage, VIP status, and customer value.
• Support SMS and push marketing efforts.
• Run A/B tests tied to meaningful outcomes such as conversion, revenue per recipient, placed order rate, flow revenue, and repeat purchase behavior.
• Analyze campaign and flow performance and explain not only what happened, but why it likely happened.
• Present clear insights, recommendations, and performance takeaways to the Head of Ecommerce.
• Monitor list health, deliverability, unsubscribe rate, spam complaints, and engagement quality.
• Work with the creative team to request graphics, lifestyle imagery, product imagery, and other assets.
• Provide clear creative feedback when assets need to better support the brand, product story, or campaign goal.
• Partner with ecommerce, creative, merchandising, and content teammates to align messaging across launches, collections, campaigns, and key brand moments.

What Success Looks Like

Success in this role is measured by meaningful business performance, not vanity metrics.

Important metrics include revenue per recipient, placed order rate, conversion rate, campaign revenue, flow revenue, segment performance, repeat purchase behavior, customer lifetime value, unsubscribe rate, deliverability, click rate, and A/B test results tied to revenue or customer behavior.

Open rate may be useful as a diagnostic metric, but it is not the main measure of success.

A strong candidate should be able to compare two emails about the same collection — one that performed well and one that underperformed — and evaluate whether timing, audience, creative direction, product focus, imagery, copy angle, customer intent, or journey stage contributed to the difference.

We are looking for someone who can move beyond “what performed” and help explain “why it performed” and “what we should do next.”

Qualifications

Required:

• 3–5 years of experience in email marketing, lifecycle marketing, retention marketing, CRM, ecommerce marketing, or a similar role.
• Bachelor’s degree in ecommerce, marketing communications, consumer experience, merchandising, digital retailing, or related field
• Hands-on experience building and managing email campaigns.
• Experience managing automated lifecycle flows.
• Strong understanding of segmentation and audience targeting.
• Ability to write polished, customer-facing copy.
• Strong analytical skills and comfort interpreting ecommerce performance data.
• Experience with A/B testing and performance reporting.
• Strong attention to detail.
• Ability to manage multiple campaigns, deadlines, and priorities.
• Comfort working in a small business environment where people need to be both strategic and hands-on.

Preferred:

• Klaviyo experience strongly preferred.
• Shopify experience preferred.
• Direct-to-consumer ecommerce experience strongly preferred.
• Fashion, footwear, accessories, retail, or premium brand experience strongly preferred.
• Experience with SMS and/or push marketing.
• Experience improving retention, repeat purchase rate, winback performance, or customer lifetime value.
• Familiarity with deliverability, list health, and suppression strategy.

Who Will Thrive Here

You may be a strong fit if you are analytical but also have taste and judgment. You are strategic, but willing to build the email yourself. You are proactive without needing constant direction, curious about customer behavior, and comfortable balancing revenue growth with brand protection.

This role is likely not a fit for someone who only wants to write emails without analyzing performance, only wants to analyze data without building campaigns, relies heavily on discounting or urgency tactics, treats open rate as the main measure of success, or prefers a large-company environment with narrow responsibilities.

Decision-Making \& Collaboration

This role reports directly to the Head of Ecommerce and works closely with the Digital Content Coordinator, creative team, ecommerce, merchandising, and other internal stakeholders.

You will be expected to own your area, identify opportunities, and make proactive recommendations. Major strategic direction, brand positioning, promotional strategy, and business priorities will remain with the Head of Ecommerce, but this role has meaningful ownership, visibility, and room to build influence through strong judgment and strong execution.

Benefits

• Salary: $65,000-$80,000
• Health, Dental, and Vision insurance.
• Life/AD\&D insurance
• Long-Term Disability Insurance
• Short-Term Disability Insurance
• Accident Insurance
• Hospital Indemnity Insurance
• 401k and FSA
• Paid time off and holiday pay.
• Opportunities for professional development and training.
• Friendly and collaborative work environment
• Potential for growth and advancement within the company
• Employee Discount
• Employee Shoe Credit/Allowance

Pay: $65,000\.00 - $80,000\.00 per year

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Employee discount
• Flexible spending account
• Health insurance
• Life insurance
• Paid time off
• Vision insurance

Education:

• Bachelor's (Preferred)

Experience:

• Email Marketing : 4 years (Preferred)
• E-commerce: 4 years (Preferred)

Shift availability:

• Day Shift (Preferred)

Ability to Commute:

• Lake Dallas, TX 75065 (Preferred)

Work Location: In person