Senior Manager, Lifecycle Marketing & CRM

Role Overview

Sunday Riley is hiring a Senior Manager, Lifecycle Marketing & CRM to build, own, and optimize the customer journey across email and SMS and to advance global CRM segmentation and lifecycle marketing. This is a build-and-own, strategic and hands-on role focused on improving customer retention, repeat purchase, customer lifetime value (CLV), and list growth.

Key Responsibilities

• Own lifecycle marketing end-to-end for email and SMS programs, including:
  • Campaign strategy and content calendar
  • Copywriting/messaging direction
  • Lifecycle flows and automations
  • Segmentation and testing
  • Build/QA, deployment, and performance optimization
• Drive global audience growth and segmentation across email and SMS lists:
  • List-building initiatives, subscriber acquisition, consent capture, and preference collection
  • Skin concern capture and market-specific segmentation
  • Lifecycle-based audience development
• Own list-growth and lead-capture experiences (forms, quizzes, pop-ups, landing pages) to enable clean data collection, compliant consent, strong conversion, and skincare-relevant segmentation.
• Build and operationalize skincare-specific segments using CRM data, quiz responses, purchase behavior, product affinity, engagement signals, AI-supported analysis, and regional considerations.
• Develop and optimize targeted lifecycle journeys for customer groups such as:
  • First-time customers, repeat purchasers, lapsed customers
  • Loyalty members, routine builders, replenishment-ready customers
  • Customers segmented by skin concern and by market
• Create and improve core lifecycle journeys, including:
  • Welcome, post-purchase, replenishment
  • Cross-sell, upsell
  • Product education
  • Win-back, browse abandonment, cart abandonment, and reactivation
• Use AI tools (e.g., Claude, ChatGPT) and other AI-supported platforms to gather insights, adapt internal content, accelerate development, and improve relevance/efficiency.
• Lead customer insight initiatives (surveys, post-purchase feedback, quiz data, reviews, CX themes, and field feedback) to inform lifecycle strategy, education, segmentation, and site/opt-in experiences.