Sr. Digital Manager: Customer Lifecycle

Job Summary:The Senior Digital Manager, Customer Lifecycle is responsible for developing and leading Dansko's customer lifecycle strategy across owned digital channels, driving customer acquisition, engagement, retention, repeat purchase, and customer lifetime value. This role owns the strategy, execution, and performance of the lifecycle business, ensuring customers receive relevant, personalized experiences throughout every stage of their journey.This role is both strategic and hands-on, requiring an experienced lifecycle marketing leader who can develop customer growth strategies, execute and optimize programs within Klaviyo, analyze customer and business performance, and translate insights into measurable revenue growth. The Senior Manager will partner cross-functionally with Digital Commerce, Merchandising, Brand Marketing, Creative, Paid Media, and Analytics to align lifecycle initiatives with business priorities and create a seamless customer experience across owned channels.The ideal candidate is an experienced lifecycle marketer with a proven track record of building and scaling high-performing email and SMS programs for a consumer-facing eCommerce brand. They bring deep expertise in customer segmentation, personalization, automation, testing, and performance optimization, while thinking beyond campaign execution to drive long-term customer growth and business performance.** Klaviyo is Dansko’s current CRM/Marketing platformCore Duties & Responsibilities1. Customer Lifecycle Strategy· Develop and own Dansko’s customer lifecycle strategy across email and SMS.· Build customer journeys that increase engagement, retention, and customer lifetime value.· Develop segmentation and personalization strategies that improve customer experience and business performance.· Identify opportunities to improve repeat purchase, customer retention, and long-term customer value.· Build and maintain a lifecycle roadmap aligned with business objectives.2. Lifecycle Program Management Own the strategy, execution, and optimization of all lifecycle communications, including:· Welcome Series· Browse Abandonment· Cart Abandonment· Checkout Abandonment· Post-Purchase Communications· Product Education· Cross-Sell & Upsell Programs· Loyalty Communications· VIP Programs· Winback Campaigns· Re-engagement Programs· SMS Marketing· Promotional Campaigns3. Klaviyo Platform Ownership Serve as the internal subject matter expert for Klaviyo by managing:· Campaign planning and execution· Flow architecture· Audience segmentation· Dynamic content· Personalization· Deliverability· Subscriber growth· List health and data hygiene· Platform optimization· Reporting and performance analysis· Evaluation and implementation of new Klaviyo capabilities4. Performance and Optimization Own lifecycle channel performance, including:· Lifecycle revenue· Customer Lifetime Value (LTV)· Repeat Purchase Rate· Revenue per Recipient· Revenue per Subscriber· Subscriber Growth· Deliverability· Open and Click Rates· Conversion Rate· Average Order Value (AOV)· Develop testing strategies and leverage insights to continuously improve customer engagement and business performance.5. Cross-Functional Collaboration Partner closely with Digital Commerce, Merchandising, Brand Marketing, Creative, Paid Media, and Analytics to:· Support product launches and seasonal campaigns· Align customer communications with business priorities· Ensure consistent customer experiences across owned digital channels· Identify opportunities to improve customer acquisition, engagement, and retentionJob Qualifications:· 5+ years of experience managing customer lifecycle programs for a DTC or omnichannel consumer brand.· Expert-level, hands-on experience with Klaviyo.· Demonstrated success owning both lifecycle strategy and day-to-day execution.· Deep expertise in email and SMS marketing.Job Qualification Continued:· Strong understanding of customer segmentation, personalization, retention, and lifecycle automation.· Experience interpreting customer data to develop growth strategies and business recommendations.· Excellent project management and cross-functional collaboration skills.· Strong written communication and attention to detail.· Exceptional leadership and interpersonal skills to manage relationships and get things done across an organization. Ability to integrate online activities with the strategic activities of other departments. · Shopify experience. (preferred)· Experience scaling eCommerce businesses through lifecycle marketing initiatives. (preferred)· Experience with loyalty programs and customer retention strategies. (preferred)· Familiarity with A/B testing methodologies and experimentation frameworks. (preferred)Educational Requirements:· Bachelor’s degree in Marketing, Business, Communications, or related field (or equivalent experience).DisclaimerThis job description indicates the general nature and level of work expected.It is not designed to cover or contain a comprehensive listing of duties and responsibilities.of employees assigned to this job. Employees may be asked to perform other duties as required.