CRM & Retention Marketing Lead

Introduction Ask & Embla is looking for a CRM & Retention Lead to own the full customer lifecycle. This is a senior, strategy-forward role for someone who shares our commitment to excellence in everything customer-facing and wants to build something that genuinely lasts. You'll be the person in the room who understands both the data and the customer, and can translate that into a retention engine that actually moves revenue. What You'll Do Own the retention strategy end-to-end: lifecycle mapping, segmentation logic, channel mix (email, push), and long-term LTV planning Lead the CRM roadmap — from platform management and data integrity to automation architecture and cross-channel integration Design and optimize flows and campaigns that drive repeat purchase, reduce churn, and increase customer lifetime value Build and maintain customer segments based on behavior, purchase patterns, and engagement signals; use these to drive meaningful personalization at scale Translate data into decisions — run regular performance reviews, surface insights, and make recommendations that influence product, content, and marketing strategy Partner closely with the growth, paid, and content teams to ensure retention efforts are aligned with acquisition and brand initiatives Define and track the KPIs that matter: repeat purchase rate, retention rate, LTV, flow revenue, unsubscribe rate, and more Ensure CRM systems, data flows, and campaign practices are compliant with GDPR and relevant data protection regulations Who You Are 5+ years in CRM, retention, or lifecycle marketing, ideally in a DTC or ecommerce environment You've owned a retention program before, not just executed within one Strong with platforms like Klaviyo, Salesforce, Braze, or similar; you can configure flows, not just brief them Analytically sharp — comfortable pulling your own data, spotting trends, and building the case for your recommendations You think in customer journeys, not just sends Brand-curious: you take the time to understand who the customer is, not just what they clicked You're not here to maintain the status quo, you want to build something extraordinary and have the drive to see it through Comfortable working lean and building systems with limited resources Open to using AI as a tool for process improvement and ways of working — ideally AI-native in how you think and operate