CRM & Lifecycle Lead

About Rifle Paper Co:

Rifle Paper Co. is a lifestyle brand rooted in illustration, color, and thoughtful design. What began as a stationery company has grown into a beloved brand spanning home décor, gifts, accessories, wallpaper, and more. As our ecommerce business continues to grow, we’re looking for a CRM & Lifecycle Lead to help deepen customer relationships, strengthen our lifecycle marketing program, and create thoughtful, engaging experiences across email and SMS.

About the Role:

We are looking for a CRM & Lifecycle Lead to own and evolve Rifle Paper Co.’s customer retention and lifecycle marketing strategy across email and SMS. This role will shape how we build and nurture customer relationships throughout the lifecycle, with a focus on engagement, repeat purchase, customer lifetime value, and sustainable ecommerce growth.

This is a hands-on role for a strategic thinker who is equally comfortable setting direction and getting into the details. A key initial priority will be bringing greater structure and clarity to our existing CRM ecosystem assessing our Klaviyo account and lifecycle programs, identifying opportunities to simplify and strengthen the foundation, and developing a roadmap for the next phase of CRM and Lifecycle marketing at Rifle Paper Co.

The ideal candidate brings strong analytical thinking, a customer-first mindset, and deep DTC lifecycle marketing experience. They will proactively identify opportunities, bring forward insights that influence broader ecommerce strategy, and independently manage the day-to-day CRM program from strategy through execution.

We believe great work can happen in different places, so this roles offers flexibility in where you work. You can be based in either our Winter Park, Florida or New York, New York Office, or remotely if you reside in one of the following states: Virginia, North Carolina, South Carolina, or Tennessee.

The anticipated salary range for this role is $80,000 to $110,000 annually. Final compensation offered will be determined based on factors such as relevant experience, qualifications, skills, and geographic location.

What You Will Do:

CRM Strategy & Platform

•  Own and evolve our CRM and retention strategy across email and SMS, with a focus on engagement, repeat purchase, retention, and lifetime value.
• Lead the ongoing evolution of our Klaviyo ecosystem, identifying opportunities to simplify, strengthen, and scale the program.
• Develop and prioritize a forward-looking CRM roadmap aligned to customer and business goals.
• Establish thoughtful best practices for segmentation, automation, QA, testing, reporting, and CRM governance.

Lifecycle & Campaigns

• Own the customer lifecycle strategy and CRM marketing calendar across email and SMS.
• Develop and optimize automated journeys across key customer moments, including acquisition, welcome, abandonment, post-purchase, repeat purchase, loyalty, re-engagement, and winback.
• Translate ecommerce, promotional, product, and brand priorities into relevant, engaging customer communications.
• Partner with Ecommerce, Merchandising, Brand, and Creative to bring campaigns and launches to life.

Customer Insights & Growth

•  Develop meaningful customer segments and personalization strategies based on engagement, purchase behavior, lifecycle stage, product affinity, and customer value.
• Use customer and behavioral data to identify opportunities to improve engagement, retention, and repeat purchase.
• Own strategies for subscriber growth, list health, deliverability, and consent across email and SMS.
• Partner with Analytics and Ecommerce to turn customer insights into actionable CRM opportunities.

Testing & Performance

• Build a thoughtful testing roadmap across creative, messaging, offers, segmentation, personalization, timing, and channel strategy.
• Establish meaningful KPIs and measurement practices and turn results into actionable recommendations.
• Develop reporting that helps the team understand performance, uncover opportunities, and continuously improve the customer experience.

Execution & Partnerships

• Serve as the day-to-day business owner of Klaviyo, building, deploying, testing, and optimizing email and SMS communications.
• Maintain high standards for segmentation, personalization, tracking, QA, and campaign quality.
• Troubleshoot platform, data, and integration needs in partnership with internal and external teams.
• Manage CRM agencies and vendors, ensuring partners are aligned with our strategy, performance goals, and brand standards.

What We Are Looking For:

• Bachelor’s degree in Marketing, Business, Communications, or a related field.
• 4+ years of experience in CRM, lifecycle marketing, retention, email/SMS marketing, or a related discipline, preferably within a DTC or ecommerce business.
• Demonstrated experience owning a DTC CRM or lifecycle program, balancing strategy with hands-on execution.
• Strong hands-on experience with Klaviyo or a comparable ESP, including campaigns, flows, segmentation, automation, testing, reporting, and troubleshooting. Klaviyo experience strongly preferred.
• Strong understanding of lifecycle marketing, customer segmentation, personalization, retention, deliverability, and customer journey strategy.
• Experience evaluating and improving an established CRM program or platform, with the ability to identify opportunities and create a clear path forward.
• Strong analytical skills, with the ability to connect CRM performance and customer behavior to business outcomes and translate insights into action.
• Highly organized and detail-oriented, with strong project management, QA, and execution skills.
• Self-directed and proactive, with the ability to take ownership, prioritize effectively, and move projects forward with limited direction.
• Strong written and verbal communication skills and the ability to collaborate effectively across teams.
• Experience with Shopify, Google Analytics, Excel/Google Sheets, loyalty programs, CDPs, or advanced personalization tools is a plus.