Retention Marketing Manager
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About this role
We’re leading the way in redefining the workwear category. Our mission is to engineer better boots and apparel for our country’s tradesmen and women by working directly with real workers to learn what they actually need to execute their jobs.
The BRUNT team is not only devoted to improving on the old workwear standards, but we’re also creating a community that tradesmen and women can call their own. From our weekly hangouts at the BRUNT Garage, to hosting events across the country, we’re all about getting boots on the ground and building something real with the BRUNT crew.
What You’ll Do:
The Retention Marketing Manager owns BRUNT’s lifecycle marketing program across our owned channels, SMS and Email, building the flows and segmentation logic that move customers through the full lifecycle: from list growth (including on-site acquisition) through first purchase, repeat purchase, and long-term loyalty. You architect multi-step, conditional customer journeys with D2C revenue, repeat behavior, and customer lifetime value (LTV) as your north star metrics. You’re also responsible for the broader health of these channels: deliverability, audience growth, engagement, and conversion.
You work on day to day production and also ideate on new flows touchpoints, driving the process from concept to execution to reporting and optimization. This role is both creative and data driven, obsessed with personalization, knows how to trust but verify, thrives in a fast-paced environment, has a willingness to adapt, and is committed to getting things done.
How You’ll Do It
Channel Management
- Lead the hands-on build of SMS and Email flows directly in Klaviyo & Postscript, partnering with the Email Marketing Associate and creative team on execution and QA.
- Act as BRUNT’s subject matter expert in SMS and Email, tuning our campaign calendar to prioritize the campaign types that consistently drive revenue and brand engagement.
- Be an authority on copy and design, leveraging past performance data to back decisions, and running a thoughtful A|B testing program across campaigns to continuously optimize on a monthly basis.
- Run thoughtful A/B tests in Email/SMS flows (welcome, post purchase) that impact BRUNT’s key objectives. Regularly track and maintain A/B test results and report out on performance internally.
- Build and maintain advanced customer segments from behavioral, transactional, and lifecycle data (RFM, purchase history, engagement, product/category affinity) to power segment-specific messaging.
Platform & Data Management
- Serve as the in-house Klaviyo & Postscript expert, owning flow architecture, list/segment hygiene, and deliverability configuration without relying on outside developers or agencies.
- Understand how customer and order data moves between systems (Shopify, Klaviyo, Postscript, Rivo) - custom properties, events, and integration syncs — and troubleshoot when data or triggers break.
- Ensure Email and SMS compliance with CAN-SPAM and TCPA requirements - managing consent capture, opt-out processing, and quiet hours adherence to protect deliverability and limit brand risk.
Cross-Functional Collaboration
- Work cross-functionally with the following teams:
- Acquisition to coordinate ongoing tests/optimizations for new customers (monthly).
- Operations teams to stay up to speed on product launch plans and inventory positions (weekly).
- Product to understand upcoming launches and key product features to highlight (ad-hoc as new products launched).
- Creative to ensure delivery of assets and improve workflow (weekly)
- eCommerce team to plan/execute promotional strategy, landing pages, and A|B tests (weekly)
- Analytics to identify trends in customer behavior that inform tests and strategies, and ongoing maintenance of internal dashboards
- Loyalty team to align on messaging support for program updates and campaigns (weekly).
Measurement and Attribution
- Monitor Email and SMS metrics across campaigns and automated flows / journeys: audience size, open rate, click-through rate, conversion rate, revenue per delivery.
- Monitor contribution of Email/SMS initiatives to corporate objectives & KPIs.
- Track customer and cohort-level performance (LTV, repeat purchase rate, cross-category penetration, RFM/engagement tier migration, cohort retention curves) to show how individual customers and acquisition cohorts progress through the lifecycle over time.
Retention Strategy
- Present monthly communication plan to department leadership to align on Email & SMS content strategy.
- Align comms strategy with marketing promotion, inventory planning, and master campaign calendar.
- Partner with Customer Insights to ensure optimal customer data capture, fueling segmentation strategies that power differentiated Email & SMS content paths.
- Drive improvements in cross-category shopping among customers and LTV growth through strategic analysis of customer lifecycle trends, developing incentive/trigger/segment-based strategies to get the right messages in front of the right customers at the right moment to accelerate repeat purchasing growth.
What You Need to Succeed
- 2-3+ years of hands-on retention/lifecycle marketing experience, with demonstrated ownership of building (not just briefing) Email and SMS programs
- Deep, hands-on expertise in Klaviyo & Postscript (or a comparable ESP/SMS provider such as Attentive, Iterable, or Braze) - you can independently build and debug complex, multi-step flows, including conditional splits/if-then branching logic, dynamic content, and API-based triggers, without relying on a developer
- Comfortable writing basic HTML/CSS and Liquid templating logic (if/else conditional blocks) to personalize content within a single template
- Strong Excel skills - comfortable building pivot tables, blending data from multiple exports, and turning raw performance data into clean reports and dashboards for leadership
- Strong command of customer segmentation and data: comfortable building dynamic segments from behavioral and transactional data (RFM, LTV, purchase/engagement history) and mapping them to differentiated content paths
- Familiarity with data integrations between an ESP/CDP and ecommerce platforms (Shopify) - custom properties, event tracking, and basic troubleshooting when syncs or triggers break; SQL or other data-querying skills a plus
- Experience with A|B testing
- Adept in strategic thinking & analytics with a passion for innovation and creative problem solving (familiarity using tools such as Google Analytics, Looker a plus)
- Demonstrated ability to excel in a demanding and ambiguous environment with competing priorities
- Ability to commute to the office in North Reading, MA 4X per week
In accordance with applicable salary transparency laws, we are providing the good-faith salary range for this position. This range reflects the base salary that we reasonably expect to pay for this position at the time of posting. The actual compensation offered will depend on factors such as qualifications, experience, skills, and budget.
Benefits & Perks:
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Healthcare: Comprehensive medical, dental, and vision insurance options.
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Retirement: 401(k) plan with Company Match.
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Paid Time Off: 15 days of PTO, plus 11 paid holidays and sick leave.
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Incentives: Performance-based bonus eligibility and Equity if applicable.
The anticipated salary range for this role is:
No matter what experience you have within our industry we encourage you to apply. At BRUNT, we believe that a strong crew is assembled with people from different backgrounds.
We look for individuals who thrive on challenges, will be passionate about our brand, and believe that teamwork is necessary for success. Show us how your experiences have shaped you and how you can contribute to BRUNT. We can’t wait to hear from you!
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