Retention Marketing Specialist

Retention Marketing Specialist Focus: Klaviyo, Email/SMS, Lifecycle Marketing Role Overview We are looking for a Retention Marketing Specialist to own and optimize our customer lifecycle marketing strategy, with a strong focus on Klaviyo, email marketing, SMS, automation flows, segmentation, and revenue retention. This role is responsible for turning website visitors, leads, first-time buyers, and past customers into repeat purchasers through smart lifecycle campaigns, personalized messaging, and performance-driven retention strategies. The ideal candidate understands ecommerce, customer behavior, conversion psychology, and how to use Klaviyo to drive measurable revenue. Key Responsibilities Klaviyo Email & SMS Management Build, manage, and optimize Klaviyo email and SMS campaigns Create and improve automated lifecycle flows, including: Welcome series Abandoned cart Browse abandonment Post-purchase Winback campaigns Re-engagement flows Product education flows Review request flows Cross-sell and upsell flows Segment audiences based on purchase behavior, engagement, product interest, and customer value Maintain strong email deliverability and list health Lifecycle Marketing Strategy Develop strategies to increase repeat purchases, customer retention, and customer lifetime value Identify customer journey gaps and create automated campaigns to improve conversion Personalize messaging based on lifecycle stage, product interest, and buying behavior Collaborate with paid media, creative, ecommerce, and sales teams to support promotions and product launches Campaign Execution Plan and execute weekly email/SMS campaigns Write or coordinate email copy, subject lines, preview text, and CTAs Work with designers to create high-converting email layouts A/B test subject lines, offers, creative, send times, and messaging angles Ensure campaigns are mobile-friendly and conversion-focused Reporting & Optimization Track performance across email, SMS, and lifecycle flows Provide weekly and monthly reporting on retention performance Use data to improve revenue per recipient, open rates, click rates, conversion rates, and repeat purchase behavior Recommend new flows, offers, segments, and campaign ideas based on performance insights Required Skills Strong experience with Klaviyo Experience managing ecommerce email and SMS campaigns Understanding of customer lifecycle marketing and retention strategy Ability to build automated flows and customer segments Strong copywriting and campaign planning skills Experience with A/B testing and performance reporting Strong understanding of ecommerce metrics, promotions, and conversion funnels Comfortable working with Shopify or similar ecommerce platforms Detail-oriented with strong project management skills Preferred Experience Experience with Shopify ecommerce brands Experience with B2C, DTC, or product-based businesses Basic HTML/CSS email editing knowledge Experience with SMS marketing tools Experience improving email deliverability Familiarity with upsell, cross-sell, and post-purchase strategies Experience working with creative, paid ads, and ecommerce teams Common KPIs for This Role Revenue KPIs Email revenue SMS revenue Revenue from automated flows Revenue from campaigns Revenue per recipient Percentage of total revenue driven by email/SMS Customer lifetime value Repeat purchase revenue Engagement KPIs Open rate Click-through rate Click-to-open rate Unsubscribe rate Spam complaint rate Bounce rate SMS opt-in rate Email list growth Lifecycle KPIs Welcome flow conversion rate Abandoned cart recovery rate Browse abandonment revenue Post-purchase flow revenue Winback flow conversion rate Repeat purchase rate Time between purchases Customer reactivation rate Deliverability KPIs Inbox placement rate Bounce rate Spam complaint rate Sender reputation List engagement rate Suppression list growth Testing & Optimization KPIs Number of A/B tests launched monthly Lift from winning tests Campaign conversion rate Flow conversion rate improvement Segment performance by customer group Success Looks Like A successful Retention Marketing Specialist will increase revenue from existing customers, improve automated Klaviyo flows, grow email/SMS contribution to total sales, and create a more personalized customer journey that drives repeat purchases and long-term brand loyalty. Example Performance Goals Increase email/SMS revenue contribution month over month Improve abandoned cart recovery rate Increase repeat purchase rate Improve flow revenue from welcome, post-purchase, and winback campaigns Reduce unsubscribe and spam complaint rates Launch consistent A/B tests to improve subject lines, offers, and creative performance Build cleaner customer segments for better personalization and higher conversion rates