CRM Growth StrategistDepartment: E-Commerce
Employment Type: Full Time
Location: Remote - US
DescriptionRole OverviewWe are looking for a CRM Growth Strategist to make that program work considerably harder.
This is a hands-on role. You will write the majority of our campaign copy, with support from the lifecycle team, and you will own the thinking behind it: how far each campaign leans toward direct response or brand, the testing program that proves what actually converts, and the recommendations that shape the next campaign and the flows behind it. Design sits with our design team. The words, and the results they produce, are yours.
You will be the strategic partner to our Senior Lifecycle Marketing Manager, who owns the calendar and execution, and you will work closely with our email agency, our design team, and our paid media team. This is not a role for someone who directs from a distance. Knowing what actually works in this channel means being in the work - writing it, testing it, and reading the results yourself.
This is also a build. We have a program that sends and a great deal of data that has not yet been asked the right questions. You will own the answers, and the standard that comes out of them.
What You'll Own- Campaign copy - you write the majority of it, with support from the lifecycle team
- The creative strategy behind campaign email and SMS: format, structure, and the balance between direct response and brand
- The testing roadmap across campaigns and flows, from hypothesis through to a clear read
- Creative performance measurement and the recurring reporting that comes out of it
- The insight loop - turning test results into standards, and standards into the next campaign
- Inbox rendering and deliverability as they relate to creative and format decisions
- The connection between paid, site, and inbox - making sure what we learn in one shows up in the others
- The KPIs that define the program: revenue per recipient, click-through rate, placed-order rate, and engagement
You own whether the creative works, and whether we can prove it.
Key Responsibilities- Work with leadership to set the guidelines for how direct-response and brand-led campaigns are balanced, grounded in concrete insight rather than preference.
- Recommend the format and the direct-response-to-brand balance for each campaign on the calendar.
- Carry what campaigns teach us into the automated flows, so the lifecycle program improves alongside the calendar.
- Partner with the Senior Lifecycle Marketing Manager on audience and segmentation strategy, so the right message reaches the right customer.
- Write the majority of campaign copy, and set the standard for how a Rho email reads in both direct-response and brand-led registers.
- Work with the lifecycle team on copy support, review, and volume, so the calendar is always covered without the quality slipping.
- Brief and direct the design team on the assets a campaign or a test requires, and give the feedback that makes them stronger.
- Keep every send unmistakably Rho: clear, credible, and grounded in what our products actually do.
- Build and own a rigorous testing roadmap, ensuring versions differ meaningfully enough to produce a clear read on what is working and what is not.
- Align with the creative team on asset production and give the feedback that makes a test valid before it runs.
- Work with our email agency on exact test setup, and own the analysis and reporting that follow.
- Hold the discipline that makes results trustworthy: like-for-like comparisons, evergreen against evergreen, with promotional, launch, and back-in-stock sends kept separate.
- Maintain a living record of what we have tested and what we learned, so settled questions stay settled.
- In your first 30 days, establish a baseline for how our campaign creative performs today and pull every insight available from the data we already have.
- Deliver a recurring creative performance report covering campaigns and tests, focused on engagement and conversion.
- Translate results into concrete, prioritized recommendations for upcoming campaigns and tests.
- Present findings so that people who do not live in Klaviyo can act on them.
- Take weekly insight from paid media performance - the hooks, claims, and offers proving themselves in market - and apply it to campaign and flow creative.
- Feed what email and SMS testing reveals back to paid and to the site, so a winning message travels rather than staying in the inbox.
- Partner on site conversion work so the promise made in an email matches what the customer meets on the landing page.
- Test hybrid emails that combine designed modules with live HTML text to improve inbox rendering, deliverability, and conversion.
- Extend what works in email into SMS, where the constraints are different and the testing discipline is the same.
- Stay current on email and CRM innovation in CPG, and bring forward the ideas worth trying rather than every idea available.
The person who thrives in this role tends to look like this.
- Evidence over instinct - you can tell direct-response copy from brand copy on sight, and explain the difference in terms of what it will do to the number.
- Hands-on - you would rather write the email than brief someone else to write it. That is how you learn what converts.
- Rigorous - a test either produces a clear read or it does not run. You would rather ship three good tests than twelve inconclusive ones.
- Commercially minded - you measure creative in revenue per recipient and placed orders, not in opens.
- Willing to push back - you can tell the team a piece of creative misses, say precisely why, and keep the relationship intact.
- Brand-protective - you hold the standard while pushing hard on growth, and you do not treat those as opposing goals.
- Self-directed - you set the roadmap and run it without being managed through it.
Qualifications and ExperienceRequired Qualifications and Experience- A strong background in email and CRM strategy, retention marketing, or performance creative, with revenue results you can show and explain.
- The ability to tell direct-response copy from brand copy on sight, and to recognize and articulate meaningful differences.
- The ability to write the copy yourself, in both direct-response and brand-led registers, at the standard the brand requires.
- Experience designing A/B tests properly - meaningful variants, sample size, clear success metrics - and reading the results honestly.
- Fluency in creative performance reporting and revenue metrics such as revenue per recipient, click-through rate, and placed-order rate.
- Klaviyo experience, including the ability to pull and evaluate reports and to QA a test setup before it goes live.
- Comfort holding brand standards while pushing hard on growth goals.
- The confidence to push back on creative that misses the mark, and to communicate clearly why.
Additional Preferred Qualifications- HTML email and live-text experience.
- Experience in supplements, wellness, or another consumer category.
- Experience applying campaign learnings to lifecycle flows rather than treating the two programs separately.
- SMS testing experience.
- Experience working across paid media and on-site conversion as well as email, rather than only inside the ESP.
What Does Success Look Like in This Role- Revenue per recipient and placed-order rate improve measurably across the campaign program.
- We can say, with evidence, what makes a Rho email convert - and the team designs to it.
- A testing roadmap is always running, and results arrive on a predictable cadence rather than on request.
- Campaign learnings show up in the flows, not only in the next campaign.
- Creative decisions are settled by data rather than by opinion.
- Insight moves between paid, site, and email every week, rather than sitting in three separate reports.
- Leadership has a clear, current read on creative performance without having to ask for it.
