Lifecycle & Retention Marketer

About the role

The Lifecycle & Retention Marketer is responsible for developing, executing and optimising the customer lifecycle and retention marketing program across the Australian and US markets. The role owns the end-to-end management of email, SMS and WhatsApp marketing channels, from strategy, segmentation and campaign creation through to technical implementation, testing, reporting and optimisation. The position will focus on growing engaged customer databases, increasing customer retention and lifetime value, and driving incremental e-commerce revenue through relevant, personalised and timely communications. The role will also leverage AI tools and automation to improve marketing efficiency, content creation, experimentation and campaign performance while maintaining strong email marketing best practices and consistency with the brand's style and tone of voice.

Key responsibilities

• Plan, create, schedule and optimise EDM campaigns across Australia and the US, including campaign briefing, audience selection, copywriting, email template design, Shopify discount code creation, link testing, scheduling and post-campaign analysis

• Develop promotional, educational, product, seasonal and retention-focused campaigns with appropriate localisation for Australian and US audiences

• Build, manage, monitor and optimise automated customer lifecycle flows within Klaviyo or similar platform across acquisition, onboarding, engagement, conversion, post-purchase, replenishment, retention and win-back stages

• Regularly audit flow trigger rules, filters, exclusions, timing and logic to identify technical issues or opportunities for improvement

• Develop and execute SMS remarketing campaigns to drive engagement, conversion and repeat purchases

• Develop and manage WhatsApp marketing campaigns and customer communications where appropriate

• Develop strategies to grow high-quality, engaged email, SMS and WhatsApp databases and manage Klaviyo pop-up forms and sign-up experiences

• Develop a structured A/B testing and experimentation program across campaigns and flows, testing variables including subject lines, creative, messaging, offers, calls-to-action and send times

• Track and report on lifecycle marketing performance across Australia and the US, monitoring key metrics including revenue, open rates, click rates, conversion rates and customer engagement

• Incorporate AI tools into lifecycle marketing workflows to improve efficiency, creativity and performance, including brainstorming, copywriting, content refinement and workflow development

About you

• Experience in lifecycle marketing, email marketing, or customer retention marketing

• Proficiency with email marketing platforms such as Klaviyo or similar CRM/marketing automation tools

• Strong copywriting and content development skills

• Experience with A/B testing and data-driven optimisation

• Knowledge of email marketing best practices, compliance requirements and deliverability

• Familiarity with SMS and WhatsApp marketing channels

• Experience with Shopify or e-commerce platforms

• Ability to manage multiple campaigns and flows across different markets and audiences

• Strong analytical skills and ability to interpret performance data and metrics

• Experience leveraging AI tools for marketing tasks and workflow automation