What You'll Do
We're looking for an experienced Email & SMS Retention Manager to own and optimize our customer lifecycle communications. You'll be responsible for turning first-time buyers into lifelong Afina fans—driving repeat purchases, filter replacements, and brand loyalty through strategic, data-driven email and text campaigns. This is a high-impact role where you'll directly influence revenue, LTV, and the overall customer experience.
Key Responsibilities
- Retention Strategy: Develop and execute a comprehensive email and SMS retention strategy across the full customer lifecycle—from post-purchase onboarding to win-back and re-engagement campaigns.
- Email Marketing: Plan, build, and optimize email campaigns and automated flows (welcome series, abandoned cart, post-purchase education, filter replacement reminders, VIP/loyalty, re-engagement, and more) using Klaviyo or a similar ESP.
- SMS/MMS Marketing: Design and manage text message campaigns and automations that complement email touchpoints, driving timely engagement without over-messaging.
- Segmentation & Personalization: Build sophisticated audience segments based on purchase behavior, engagement data, product type, and lifecycle stage. Craft personalized messaging that resonates with each segment.
- A/B Testing & Optimization: Continuously test subject lines, send times, content formats, CTAs, and frequency to maximize open rates, click-through rates, conversions, and revenue per recipient.
- Content & Creative: Write compelling copy and collaborate with the design team on email/SMS creative. Ensure all communications reflect Afina's brand voice—clean, educational, wellness-forward.
- Filter Replacement Lifecycle: Own the replenishment reminder strategy, ensuring customers are prompted to reorder replacement filters at the right time to maximize retention and recurring revenue.
