We are looking for a data-driven, technically fluent Senior Manager, CRM to own and evolve our DTC customer lifecycle strategy. This is a hands-on role for a strategic CRM marketer who can translate customer data into personalized journeys that drive repeat purchase, retention and lifetime value.
You will own the strategy, execution and optimization of our Email, SMS and Push programs, while identifying opportunities across emerging channels such as WhatsApp. Approximately 80% of the role will focus on DTC, with 20% supporting B2B/PRO CRM initiatives in partnership with the PRO Marketing team to strengthen client engagement, retention and reactivation.
Key Responsibilities
DTC CRM & Retention Strategy
- Own the DTC customer lifecycle and retention strategy, from first purchase through repeat purchase, loyalty and reactivation
- Develop and manage the CRM calendar across Email, SMS and Push
- Identify opportunities to improve retention, purchase frequency, second-purchase conversion and LTV
- Develop sophisticated lifecycle journeys including welcome, post-purchase, replenishment, cross-sell, win-back and churn prevention
Segmentation, Personalization & Testing
- Build targeted customer segments using LTV, purchase behavior, engagement, product affinity and lifecycle stage
- Own a structured test-and-learn roadmap across creative, messaging, audiences, personalization, cadence and send times
- Turn test results and customer insights into actionable recommendations and future strategy
Analytics & Optimization
- Own CRM reporting and performance analysis across campaigns, flows and customer cohorts.
- Leverage Klaviyo, Shopify, GA4 and RetentionX to identify opportunities and measure business impact
- Track and optimize retention, repeat purchase, returning customer revenue, LTV and CRM revenue
- Explore AI and predictive tools to improve segmentation, personalization and marketing efficiency
B2B & PRO CRM - 20%
- Develop and execute targeted B2B CRM campaigns and flows
- Partner with the PRO Marketing team to support professional client engagement, retention and reactivation
- Apply relevant DTC CRM best practices to the B2B/PRO customer journey
Cross-Functional & Technology Leadership
- Serve as the CRM subject matter expert and key business owner for Klaviyo
- Partner with Ecommerce, Marketing, Creative, PRO and Analytics teams to deliver a cohesive customer experience
- Ensure effective use of Shopify, Klaviyo, GA4, RetentionX and other CRM technologies
- Stay ahead of emerging CRM, personalization and AI capabilities
Qualifications
- 5-7 years of CRM, retention or lifecycle marketing experience, ideally in DTC/ecommerce, beauty or premium consumer goods
- Proven experience owning CRM strategy while remaining highly hands-on with executions
- Expert-level Klaviyo and Shopify experience; strong knowledge of GA4 and RetentionX or similar LTV platforms
- Strong understanding of segmentation, personalization, customer lifecycle strategy and retention analytics
- Demonstrated success improving retention, repeat purchase, LTV or returning customer revenue
- Experience developing and managing A/B testing and optimization programs
- Strong analytical, project management and cross-functional collaboration skills
- B2B CRM experience is an asset
- Experience with WhatsApp or emerging CRM channels is an asset
- Comfortable leveraging AI tools for analysis, personalization, content and workflow automation---
You will have the autonomy to build a world-class retention program. We value data over opinions and evidence over assumptions. If you are a technical marketer who refuses to settle for "good enough" and is always looking for the next 1% gain in performance, we want to hear from you.
- Competitive base
- Monthly product allocation
- Company-provided laptop
- RRSP matching
- Comprehensive health, vision, and dental coverage
- Maternity/paternity top-up & fertility benefit
- Paid time off and personal days
- Fitness subsidy
- Mental health support tools
Recruitment Process:
Dermalogica Canada does not use AI to screen, assess, or make hiring decisions. Every application is reviewed by a member of our hiring team.
