melin Lifecycle Marketing Manager

Company Overview 
At melin we set out to create the most premium, highest quality headwear in the world. We believe that with more thought, time and care invested into how we make our products that we can actually extend the life of our hats and the adventures we take them on. We are looking to expand our internal family and are seeking one incredible human, capable of excellence in a fast-paced work environment and eager to join an elite, yet small team of “A players.” 

Job Description 
We are seeking a Lifecycle Marketing Manager to own and elevate melin's customer retention strategy across Email, SMS, Referral, and emerging channels. In this role, you will design, execute, and optimize data-driven lifecycle campaigns aimed at boosting repeat revenue, customer lifetime value (LTV), and overall brand engagement. The ideal candidate blends an analytical, data-driven mindset with a strong eye for digital design, user experience, and 
premium customer journeys. 

This role owns melin's active customer file and is accountable for growing it to plan: reducing churn, increasing the number of customers reactivated, and converting more first-time buyers into repeat buyers. 

What You'll Do (Responsibilities include but are not limited to)

• GTM & Lifecycle Campaign Execution: Build, schedule, and execute all Email and SMS marketing campaigns aligned with the Go-To-Market (GTM) calendar, ensuring error-free messaging and mobile-optimized design
• Loyalty & Referral Management: Own loyalty and referral programs end-to-end (tier strategy, earn/redemption mechanics, points liability), measuring success by repeat rate and file retention.
• Subscriber Acquisition & File Growth: Drive onsite list capture, pop-up/form strategy, SMS growth, and traffic identity resolution, balancing capture targets with strict list quality and deliverability standards.
• Audience Logic & Paid Alignment: Build suppression logic to keep prospecting spend off active users, partnering with paid media on lapsed and high-value audience targeting across channels.
• Inventory & Merchandising Sync: Coordinate with Merchandising to align messaging with inventory levels, product drops, and full-price sell-through goals, while managing replenishment and back-in-stock triggers.
• Post-Purchase & CX Experience: Partner with CX on transactional messaging, review solicitation, and return communications, using CX feedback and return reasons to actively diagnose churn.
• DTC Revenue Forecasting: Deliver monthly revenue and active file forecasts that roll into the broader DTC business plan, re-forecasting dynamically as business needs change.
• Incrementality & Testing Roadmap: Design and execute holdout tests across major flows and campaigns to measure true incremental revenue; maintain a documented testing log to continuously optimize performance.
• Margin & Governance Control: Protect brand equity and file health by governing send frequency, limiting promotional depth, and establishing clear ceilings on opt-out and spam rates.
• Vendor & Stack Management: Manage relationships, performance reviews, contract renewals, and platform budgets across our retention technology stack.

Experience & Qualifications: 

• B.S. or B.A. degree in Marketing, Business, or a related field (or equivalent 3+ years of direct industry experience).
• 4+ years of dedicated lifecycle, CRM, or retention marketing experience within direct-to-consumer ecommerce, with hands-on ownership of email and SMS.  
• Proven track record using Klaviyo (or similar enterprise ESPs) and Shopify to build dynamic segmentation and automated flows.
• Deep understanding of email best practices, deliverability, dynamic personalization, and lifecycle analytics.
• Demonstrated experience utilizing AI-driven marketing tech (predictive analytics, generative copywriting tools, automated segmentation algorithms).  
• Exceptional attention to detail, project management skills, and a self-driven attitude with full ownership over channel performance.
• Familiarity with Customer Data Platforms (CDPs), basic HTML/CSS, and Adobe Creative Suite is a plus.
• Strong written communication and copywriting skills tailored to a premium lifestyle audience.
• Demonstrated ownership of a customer file or retention number, not only channel execution. You should be able to walk us through a file you grew, what you did, and what it was worth.
• Comfort working outside native ESP reporting. Working proficiency in a BI tool (Tableau/Domo preferred), GA4, and Excel or Sheets at the