Senior Manager, Retention Marketing
Dallas, TX (Hybrid, 3 days in office) | Full-time
About Lucchese
Since 1883, Lucchese has handcrafted some of the finest cowboy boots in the world, made by hand in Texas by artisans who carry more than 140 years of craft forward. Today we're a western luxury lifestyle brand with stores across the country and a fast-growing digital business. We're building a team that brings the same care to our clients online that our bootmakers bring to every stitch.
The Role
A Lucchese client doesn't buy one pair of boots; they start a relationship that can last a lifetime. As our Senior Manager, Retention Marketing, you'll own that relationship after the first purchase. You'll lead our lifecycle program across email and SMS and build the client audiences the rest of the business plans against, from paid media to stores and events. This is a high-impact seat: retention drives a meaningful share of our revenue, and you'll grow it by deepening loyalty, not by discounting.
What You'll Do
- Own our Klaviyo program end to end: lifecycle strategy, campaign calendar, flows (welcome, browse, cart, post-purchase, win-back, VIP), segmentation, deliverability and consent.
- Build and maintain the client segments the business plans against, and activate value-based audiences from Salesforce through Data 360 into paid social, CTV and other channels.
- Design a 12-month repeat-purchase program for every new-client cohort, and move clients up through value tiers with clear KPIs.
- Measure what really works: partner with our Data Scientist on holdouts, control groups and incrementality.
- Own the retention revenue forecast and the weekly and monthly reporting behind it.
- Bring our stores and events to life digitally with location-specific email and SMS, geofencing and store-level promotions.
- Partner with Retail on clienteling for our most valued clients, and work closely with product, brand, events and creative.
- Set day-to-day priorities for our Retention Specialist and help them grow.
What You Bring
- 6+ years in lifecycle, CRM or retention marketing in a direct-to-consumer business, including at least 3 years owning segmentation or audience strategy.
- Expert, hands-on Klaviyo experience, including flows, segmentation, deliverability and the Shopify integration.
- A track record of growing repeat purchase or lifetime value, with results proven against a control.
- Experience building audiences for paid media through platform integrations, not manual exports.
- Experience directing the work of a lifecycle or retention specialist.
- A love of building loyalty through great experiences rather than promotions.
Nice to Have
- Experience with Salesforce CRM and Data 360.
- Shopify ecosystem experience and basic HTML.
- Klaviyo certification.
- A bachelor's degree in marketing, business or analytics, or equivalent experience.
Why Lucchese
You'll join a small, close-knit Growth Marketing team in our Dallas office at a moment of real momentum, with the chance to build programs from the ground up and see your impact quickly. You'll work side by side with brand, product, events and retail partners who care deeply about craftsmanship and our clients. We offer a competitive benefits package, a 401(k), paid time off, and, of course, a new hire boot benefit. Welcome to the trail.
Work Arrangement
This is a hybrid role based in our Dallas office (Dragon Street), with 3 days a week in the office.
Eligibility
Applicants must be currently authorized to work in the United States. Lucchese does not offer visa sponsorship for this position.
Equal Opportunity
Lucchese is an equal opportunity employer. Employment decisions are made without regard to race, color, religion or creed, sex (including pregnancy, sexual orientation, and gender identity), national origin, age, physical or mental disability, marital status, genetic information, military or veteran status, or any other characteristic protected by federal, state, or local law. If you need an accommodation during the application process, please contact Human Resources.
Skills Required
- 6+ years of experience in lifecycle, CRM, or retention marketing within a direct-to-consumer business
- At least 3 years owning segmentation or audience strategy
- Expert hands-on Klaviyo experience, including flows, segmentation, deliverability, and Shopify integration
- Track record of increasing repeat purchase or lifetime value, with results validated against a control
- Experience building paid-media audiences through platform integrations rather than manual exports
- Experience directing the work of a lifecycle or retention specialist
- Currently authorized to work in the United States without visa sponsorship
- Experience with Salesforce CRM and Data 360
- Shopify ecosystem experience and basic HTML
- Klaviyo certification
- Bachelor’s degree in marketing, business, or analytics, or equivalent experience
What We Do
Lucchese Bootmaker is a legendary bootmaker of the American West. Handcrafting boots since 1883.
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