Retention & CRM Manager (NYC)

A little about us. Hey! if we haven't met, we're KraveBeauty. We're a fast-growing beauty and wellness brand based in NYC. We're a brand created by beauty influencer Liah Yoo and a team of people who are interested in making the industry more human - for our people and the planet. We aspire to be a skincare company that dares to care beyond skincare. And we are here to #PressReset on the industry norms.

About this position:

The Retention & CRM Manager will own and optimize the brand’s customer lifecycle programs, as well as find new ways to drive repeat purchases and increase overall customer LTV. This role offers an exciting opportunity for someone looking to learn and grow quickly alongside a fast-growing, innovative team. The ideal candidate is well-versed in key retention channels such as Email, SMS, and has a successful track record scaling retention-driving efforts in a startup environment. You’re passionate about the end-to-end customer journey -  relentless at finding the levers to drive customer engagement and retention. 

You will report to the CMO and work closely with the Digital/Ecommerce, Marketing and Creative teams. We are seeking someone that is not only creative, but also is sustainability-minded and craving an opportunity to create a positive impact in the industry.

Your Role & Responsibilities at KraveBeauty:

  • Email / SMS:
    • Oversee the customer lifecycle journey and all triggered messaging campaign strategy, data, content, and personalization, including transactional messages. This includes strategy development, asset briefing, and deployment.
    • Identify ongoing opportunities to improve both broadcast and triggered campaigns through data, personalization, and dynamic content.
    • Add messaging programs that decrease time to first purchase, increase repeat purchase rate, reduce churn, and convert active customers across product categories.
    • Implement AB testing roadmap for all triggered journeys, own testing reporting, identify, communicate, and implement insights.
    • Analyze and use email/sms Key Performance Indicators (KPIs) to guide cross-functional brand and creative teams to improve overall email/sms performance.
  • Loyalty:
    • Support the CMO in optimizing, launching, and managing the brand Loyalty program.
    • Identify ways to grow the program alongside the brand, evolving loyalty offerings, and creating experiences that build emotional connections with customers.
    • Own and manage KraveBeauty’s Subscription program. This includes managing the day-to-day of the program, as well as growing subscribers through a mix of optimization and marketing.
  • General:
    • Partner with cross-functional stakeholders from Ecommerce, to Brand Marketing, to Product Development to advance acquisition and retention goals.
    • Work closely with Ecommerce and Finance to develop and implement strategies that directly support the brand’s overarching ecommerce growth goals and efforts.
    • Manage all vendor and technical platforms that directly support retention efforts, and continuously forge new relationships to ensure KraveBeauty is leveraging the best-in-class tools to maximize impact.
    • Conduct market research to identify new revenue opportunities, the latest trends and competitive landscape.

      What we crave from you:

      Personal traits (does this sound like you?)

      • You’re a people person, outgoing and not afraid to reach out, explore new connections and maintain healthy, fruitful relationships with others
      • You’re a good communicator, you can outline your ideas and communicate feedback in a clear, direct, and yet compassionate way
      • You’re a highly organized, and able to keep every party accountable for their responsibilities and deadline
      • You have the ability to balance competing priorities and manage multiple processes at the same time
      • You’re collaborative, you go into a project with a teamwork mindset and are open to new ideas and welcome constructive feedback from others
      • You understand the mission of KraveBeauty deeply and have a desire to build something that matters
      • You personally believe in doing well by doing good.

      Technical but important stuff

      • Minimum 5+ years experience in Retention / CRM role required
      • Experience creating strategy that drives customer retention targets including loyalty & subscription programs
      • Experience in beauty and/or wellness industries a big plus, but not required
      • Extensive experience working in CRM tools such as Klaviyo and Loyalty programs (i.e. Yotpo, Okendo, Loyalty Lion)
      • You know CRM is so much more than just sending emails; you’re excited to think outside the box regarding how to drive customer engagement
      • Hands-on experience with data analytics and utilizing such tools as Tableau, Google Analytics, Excel, etc.
      • Ability to build customer level forecasts (customer cohort analysis, LTV analysis)
      • Experience working with ecommerce platforms (like Shopify)
      • Skills for analytical and data-driven thinking; ability to assess, interpret and act on results
      • Deep understanding of Email and SMS KPIs and how to analyze them to derive and implement insights.

      Job Information

      • Terms of employment: Full-Time
      • Salary: $90,000 + bonus
      • Location: NYC, in-office 2x / week

      Benefits + Perks

      • 15 PTO days
      • 6 sick days
      • 14 paid holidays
      • 401K Matching (100% of first 3%; 50% of the next 2%)
      • 100% employer-covered Vision, Dental, Life and AD&D insurance
      • ICHRA health insurance plan stipend ($1K NYC)
      • Commuter benefits & wellness perks



      We are an Equal Employment Opportunity (“EEO”) Employer. It has been and will continue to be a fundamental policy of KraveBeauty not to discriminate on the basis of race, color, creed, religion, gender, gender identity, pregnancy, marital status, partnership status, domestic violence victim status, sexual orientation, age, national origin, alienage or citizenship status, veteran or military status, disability, medical condition, genetic information, caregiver status, unemployment status or any other characteristic prohibited by federal, state and/or local laws. This policy applies to all aspects of employment, including hiring, promotion, demotion, compensation, training, working conditions, transfer, job assignment, benefits, layoff, and termination.