- Own the DTC customer lifecycle and retention strategy from first purchase through repeat purchase, loyalty and reactivation
- Develop and manage the CRM calendar across Email, SMS and Push
- Identify opportunities to improve retention, purchase frequency, second-purchase conversion and LTV
- Develop sophisticated lifecycle journeys including welcome, post-purchase, replenishment, cross-sell, win-back and churn prevention
- Build targeted customer segments using LTV, purchase behavior, engagement, product affinity and lifecycle stage
- Own a structured test-and-learn roadmap across creative, messaging, audiences, personalization, cadence and send times
- Turn test results and customer insights into actionable recommendations and future strategy
- Own CRM reporting and performance analysis across campaigns, flows and customer cohorts
- Leverage Klaviyo, Shopify, GA4 and RetentionX to identify opportunities and measure business impact
- Track and optimize retention, repeat purchase, returning customer revenue, LTV and CRM revenue
- Explore AI and predictive tools to improve segmentation, personalization and marketing efficiency
- Develop and execute targeted B2B CRM campaigns and flows
- Partner with the PRO Marketing team to support professional client engagement, retention and reactivation
- Apply relevant DTC CRM best practices to the B2B/PRO customer journey
- Serve as the CRM subject matter expert and key business owner for Klaviyo
- Partner with Ecommerce, Marketing, Creative, PRO and Analytics teams to deliver a cohesive customer experience
- Ensure effective use of Shopify, Klaviyo, GA4, RetentionX and other CRM technologies
- Stay ahead of emerging CRM, personalization and AI capabilities

Requirements

- 5-7 years of CRM, retention or lifecycle marketing experience,



ideally in DTC/ecommerce, beauty or premium consumer goods
- Proven experience owning CRM strategy while remaining highly hands‑on with executions
- Expert‑level Klaviyo and Shopify experience
- Strong knowledge of GA4 and RetentionX or similar LTV platforms
- Strong understanding of segmentation, personalization, customer lifecycle strategy and retention analytics
- Demonstrated success improving retention, repeat purchase, LTV or returning customer revenue
- Experience developing and managing A/B testing and optimization programs
- Solid analytical, project management and cross‑functional collaboration skills
- B2B CRM experience is an asset
- Experience with WhatsApp or emerging CRM channels is an asset
- Comfortable leveraging AI tools for analysis, personalization, content and workflow automation

Core Competencies

Demonstrates expertise in CRM strategy and execution, focusing on customer lifecycle management, retention analytics, and targeted campaign development. Proficient in leveraging tools like Klaviyo, Shopify, and GA4 to optimize customer engagement and drive revenue growth.

Highest-signal resume keywords

- CRM Strategy Ownership
- Expert‑Level Klaviyo Experience
- Strong Knowledge of GA4
- Retention Analytics
- B2B CRM Experience

ATS Optimization Keywords

Hard Skills

- CRM Marketing
- Lifecycle Marketing
- Segmentation
- Personalization
- A/B Testing
- Retention Strategy
- Customer Insights Analysis
- Campaign Management
- Data Analysis
- Customer Behavior Analysis

Soft Skills

- Project Management
- Cross-Functional Collaboration
- Analytical Skills

Industry Keywords

- DTC
- Ecommerce
- Customer Retention
- LTV
- Consumer Goods

Tools & Technologies

- Klaviyo
- Shopify
- GA4
- RetentionX
- AI Tools

📌 Senior Manager, CRM (Toronto)
🏢 Jobtailor
📍 Toronto