TULA and sister brands are scaling from digital-first brands into omnichannel players, and retention economics are now a primary lever of DTC profitability. We're hiring a Retention & CRM Senior Manager to own email, SMS, loyalty, and subscription across both brands — a role charged with turning owned channels into a compounding, always-on growth engine, not a support function to acquisition.
This person will manage an external CRM agency on execution, but the role itself is a strategic, hands-on, revenue-owning seat. We need someone who lives in the data, iterates constantly, and treats every send, flow, and segment as a test to beat — while never losing sight of brand voice and storytelling. The ideal candidate is an expert of the retention and lifecycle marketing space: someone who is plugged into what's working across DTC and beauty, brings outside inspiration in, and is genuinely excited about how AI can upgrade both performance and workflow.
WHAT YOU'LL OWN
- Retention & CRM Strategy
- Set the retention roadmap across TULA and sister brands, with clear revenue, retention rate, and LTV targets by brand.
- Build the annual and quarterly lifecycle calendar, balancing always-on flows, campaign moments, and brand storytelling.
- Email & SMS
- Own strategy, segmentation, and performance across email and SMS for both brands, briefing and directing the CRM agency on execution.
- Drive continuous testing of offers, cadence, creative, and audience segmentation to increase revenue per send and reduce list fatigue.
- Lead list growth strategy across e-mail and SMS collaborating cross-functionally on solutions to acquire new subscribers ahead of the unsubscribe rate.
- Loyalty
- Own the loyalty program strategy and roadmap — enrollment growth, tier design, redemption behavior, and its contribution to repeat purchase and LTV.
- Subscription
- Own subscription strategy end-to-end: acquisition into the program, plan/cadence optimization, subscription incentives, save-and-win-back flows, and churn reduction.
- Data & Iteration
- Be the person in the weeds on the numbers — cohort retention, LTV curves, channel-level attribution, flow-by-flow performance — and translate it into a prioritized action plan every week.
- Build the reporting cadence and dashboards that make retention performance visible and actionable to CRO and P&G leadership.
- Agency Management
- Set strategy, briefs, and standards for the CRM execution agency; hold them accountable to a results-first roadmap and a fast test-and-learn cadence.
- AI & Workflow Innovation
- Identify and pilot AI tools/workflows that improve personalization, segmentation, content velocity, and reporting — for both the brand and the internal ways of working.
- Cross-Functional & Cross-Brand Leadership
- Partner with brand, creative, ecommerce, and paid media to ensure retention strategy reflects each brand's distinct voice while sharing best practices and infrastructure across TULA and sister brands.
SUCCESS METRICS
- Retention rate and repeat purchase rate by brand
- Customer LTV and LTV:CAC contribution from retained customers
- Email + SMS attributed revenue and % of total DTC revenue
- Subscription enrollment, retention, and churn rate
- Loyalty enrollment, engagement, and redemption rate
WHAT YOU BRING
- 7+ years in CRM, lifecycle, or retention marketing, ideally in DTC beauty, CPG, or a comparable high-frequency-purchase category
- A track record of owning revenue targets through email, SMS, loyalty, and/or subscription — not just running programs, but growing them
- Deep fluency in CRM/ESP platforms (e.g., Klaviyo, Attentive, Yotpo, or similar) and in reading performance data to find the next lever, not just the last result
- Experience managing agencies or external execution partners, with the strategic authority to direct rather than simply approve their work
- A genuine passion for the beauty and DTC space — someone who follows the industry, studies great retention and lifecycle programs, and brings fresh inspiration into the work
- Real curiosity about applying AI to marketing performance and team workflows, with examples of tools or approaches you've tested or implemented
- A blend of analytical rigor and brand instinct — equally comfortable in a cohort analysis and in a creative review
- A bias toward action: relentlessly results-oriented, allergic to "good enough," and energized by daily iteration
WHO THRIVES HERE
This role suits someone who wants ownership, not just execution — who wants to be measured on sales and retention outcomes, and who finds genuine satisfaction in the grind of testing in a fast-paced environment, using data and iteration required to get there. You'll work closely with the CRO and cross-functionally across two distinct, growing brands inside a P&G-backed platform — with the speed of a challenger brand and the resources of a strategic parent.
