Retention & CRM Manager

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.