Fractional Lifecycle Marketing Manager (Klaviyo)

Barkbus Barkbus is redefining the grooming experience by bringing premium, one-on-one dog grooming directly to customers' homes. We believe pet care should be convenient, stress-free, and personalized—for both dogs and their owners. About the Role We're looking for an experienced Fractional Lifecycle Marketing Manager to own Barkbus' customer lifecycle marketing strategy across email and SMS. This is a hands-on contract position for someone with deep expertise in Klaviyo who can build, execute, and optimize automated customer journeys that drive appointment bookings, improve customer retention, increase subscription engagement, and reactivate lapsed customers. This role is responsible for the end-to-end lifecycle marketing program—from strategy and segmentation to automation, campaign execution, email design, testing, analytics, and ongoing optimization. You'll use data to deliver personalized customer experiences that increase lifetime value and drive measurable business growth. Responsibilities 1. Lifecycle Marketing * Own the email and SMS marketing calendar, balancing promotional campaigns, educational content, seasonal campaigns, and customer retention initiatives. * Build, optimize, and maintain automated customer journeys similar to: * Welcome Series * Appointment Booking Reminders * New Customer Onboarding * Post-Appointment Follow-Up * Grooming Reminder Flows * Customer Reactivation (Win-Back) * Subscription & Membership Communications * Review Requests * Referral Campaigns * Develop customer segmentation strategies based on customer behavior, appointment history, engagement, and lifecycle stage. * Continuously test messaging, timing, frequency, offers, and creative to improve campaign performance. 2. Campaign Execution * Create and launch ongoing email and SMS campaigns that drive appointment bookings and customer engagement. * Write compelling, customer-focused copy that aligns with the Barkbus brand. * Design visually engaging, mobile-first emails within Klaviyo using email design best practices. * Build, test, and deploy campaigns and automations with a high degree of accuracy. * Ensure all campaigns are thoroughly QA'd before launch. 3. Analytics & Optimization * Monitor and optimize key performance metrics including: * Appointment bookings * Customer retention * Repeat booking rate * Subscription engagement * Customer reactivation * Revenue attributed to email and SMS * Open rate * Click-through rate * Conversion rate * Deliverability * Conduct A/B testing on subject lines, content, offers, timing, and audience segmentation. * Build recurring performance reports and provide recommendations for ongoing optimization. 4. Platform Management * Own and maintain Barkbus' Klaviyo account. * Build advanced customer segments and dynamic lists. * Manage customer data, event tracking, and integrations within Klaviyo. * Maintain strong list hygiene and email deliverability best practices. 5. Compliance * Ensure all email and SMS communications comply with CAN-SPAM, TCPA, and industry best practices. * Monitor sender reputation and proactively maintain high deliverability. Qualifications 1. Required * 3+ years of hands-on experience managing email and SMS marketing in **Klaviyo**. * Proven experience building and optimizing automated lifecycle marketing programs. * Strong understanding of customer segmentation, retention marketing, and lifecycle strategy. * Experience designing responsive, high-converting emails within Klaviyo. * Experience analyzing campaign performance and using data to drive continuous improvement. * Excellent copywriting and communication skills. * Exceptional attention to detail with rigorous QA processes. * Ability to work independently and manage multiple projects simultaneously. 2. Preferred * Experience with subscription or recurring service businesses. * Familiarity with A/B testing methodologies. * Basic HTML/CSS knowledge for email customization. Success Metrics Success in this role will be measured by improvements in: * Appointment bookings from email and SMS * Customer retention * Repeat booking rate * Subscription engagement and renewals * Customer reactivation rate * Email- and SMS-attributed revenue * Flow conversion rates * Campaign conversion rates * Deliverability and inbox placement Engagement Details Position Type: Fractional Independent Contractor Commitment: Approximately 25-30 hours per week Location: Fully remote, candidates may be based anywhere in the world. Language: Must be fluent in written and spoken English. Availability: Must have significant overlap with U.S. Eastern Time business hours and be available for meetings and collaboration during those hours. Compensation: Competitive hourly rate or monthly retainer, based on experience. What We're Looking For You're someone who: * Is analytical and highly data-driven. * Thinks like both a marketer and a customer. * Is organized, detail-oriented, and takes pride in producing error-free work. * Can own projects from strategy through execution with minimal oversight. * Is proactive, curious, and constantly testing new ideas. * Has a passion for building lifecycle marketing programs that create measurable business impact. If you're an experienced Klaviyo marketer who knows how to increase appointment bookings, improve customer retention, and build customer lifecycle programs that drive long-term growth, we'd love to hear from you.