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We are seeking an experienced, analytical, and execution-minded Senior Lifecycle & Retention Marketing Manager to architect and execute our end-to-end customer retention strategy at Beautinow. Based in Rotterdam, you will own the entire retention ecosystem across Klaviyo, WooCommerce, and our loyalty infrastructure. Your primary mission is to increase customer lifetime value (LTV), boost Repeat Purchase Rates, minimize customer churn, and maximize Email Revenue Share. This is a hybrid strategic and hands-on execution role. You will build and optimize dynamic Klaviyo flows, design engaging email campaigns, integrate modern AI workflows (Claude, Gemini) to scale copywriting and testing, manage list health, and lead budget/KPI tracking while directly managing our Junior Content & Community Specialist and collaborating with our Head of E-Commerce, IT team, and external media agencies. Core Responsibilities 1. Automated Lifecycle Flows & Personalization Flow Architecture: Design, build, test, and optimize advanced automated Klaviyo flows tailored to fragrance buyers, including Welcome Sequences, Cart Abandonment, Checkout Abandonment, Post-Purchase Education/Cross-Sell, and Win-Back/Re-engagement series. Repurchase Window Optimization: Analyze product usage cycles to shorten the timeframe between first and repeat purchases through targeted, automated replenishment triggers and scent recommendations. Loyalty Program Integration: Oversee retention efforts tied to our WPLoyalty program, building automated rewards notifications, VIP tier triggers, and point-redemption campaigns. 2. Campaign Management, Copy Execution & AI Integration End-to-End Campaign Execution: Plan, write, design (template-level HTML/CSS and graphic layout), segment, and deploy broadcast email campaigns aligned with brand initiatives, product drops, and seasonal promotions. AI-Powered Copywriting & Personalization: Leverage AI platforms ( Google Gemini, Anthropic Claude, ChatGPT ) to rapidly generate and iterate email copy variations, A/B test subject line/preheader combinations, summarize fragrance review data into messaging hooks, and personalize messaging per segment. Audience Segmentation: Create advanced dynamic customer segments based on purchase history, scent preferences, engagement levels, RFM (Recency, Frequency, Monetary) scores, and web behavior. 3. List Hygiene, Deliverability & IT Collaboration Deliverability & List Health: Perform periodic email list cleaning, sunset unengaged contacts, monitor sender reputation, manage domain authentication, and optimize inbox placement rates. Technical Interface: Act as the primary liaison to the internal IT department for complex WooCommerce-to-Klaviyo data syncs, custom event tracking, and API/plugin integrations. 4. Team Leadership & Cross-Functional Collaboration People Management: Manage, mentor, and direct the daily output of the Junior Content & Community Specialist , aligning social/community messaging with email strategy and leveraging user-generated content in email assets. External Agency Alignment: Partner closely with external paid media and advertising agencies to align acquisition messaging with retention funnels, ensuring cohesive post-click and post-purchase customer journeys. 5. Analytics, Reporting & Budget Management Performance Tracking: Monitor, analyze, and report on retention KPIs using Klaviyo Analytics, GA4, Microsoft Clarity, and WooCommerce native reporting . AI-Assisted Insights: Use AI tools to synthesize qualitative customer feedback from reviews and WhatsApp chats into actionable retention strategy recommendations. Budget & ROI Management: Manage the retention marketing budget, forecasting channel revenue and ensuring high return on investment across email tooling and promotional strategies. Technical & Software Requirements CRM & Email Automation Klaviyo (Advanced expertise in flow logic, dynamic profiling, predictive analytics, and A/B testing) Generative AI Tools Anthropic Claude, Google Gemini, ChatGPT (Advanced prompting for copy variants, A/B testing, and data synthesis) E-Commerce & Plugins WooCommerce / WordPress native data, WPLoyalty plugin Analytics & Behavior Google Analytics 4 (GA4) , Microsoft Clarity , Google Search Console, Google Business Technical & Design Basic HTML/CSS for email template customization, responsive layout design Management & Operations Direct report management, retention budget forecasting, KPI modeling Qualifications Experience: 4+ years of dedicated B2C/DTC e-commerce retention marketing experience, with a proven track record in beauty, fashion, or consumer goods. Platform Mastery: Deep, demonstrable expertise using Klaviyo (integration with WooCommerce / WordPress is a plus) AI Proficiency: Hands-on experience integrating tools like Claude or Gemini into everyday marketing workflows to scale content output and analyze data efficiently. Leadership Experience: Prior experience managing direct reports or cross-functional team members, with strong project delegation capabilities. Analytical Capability: High data literacy with the ability to turn quantitative behavioral data into revenue-generating retention campaigns. Location & Work Setup: Ability to work on-site in our Rotterdam office 4 days per week.
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