CRM & Lifecycle Marketing Manager

Role Overview

We are seeking a skilled CRM & Lifecycle Marketing Manager to lead Rest's hyper-personalization initiatives. This remote position requires overlapping working hours with GMT+8 to AEST and reports directly to the Head of Retention/CX. You will be responsible for managing the entire lifecycle marketing flywheel, training AI agents to augment your effectiveness, and driving business growth through targeted customer experiences.

Key Responsibilities

• Manage all lifecycle stages from new subscriber acquisition to VIP advocate engagement, analyze progression rates, identify drop-offs, and implement solutions.
• Oversee daily operations of the customer data platform including segmentation, tagging, and maintenance of enriched customer profiles (demographic, behavioral, purchase data).
• Create and maintain the messaging matrix across different customer segments and lifecycle stages; coordinate with the email/content team to ensure effective content creation and quality assurance.
• Collaborate closely with the Head of CX to integrate referral and rewards programs into lifecycle communications enhancing loyalty.
• Lead rigorous testing and analytics efforts; provide weekly reports on progression metrics, flow revenues, cohort lifetime value (LTV), and track progress against LTV to Customer Acquisition Cost (CAC) targets.
• Develop and document best practices and standard operating procedures for the CRM function.
• Design and train AI tools and agents on data and marketing judgments to increase efficiency and scale execution.

Essential Qualifications & Skills

• At least 5 years of experience in CRM, lifecycle marketing, or retention roles focused on Direct-to-Consumer (DTC) e-commerce brands with demonstrable cohort-level revenue impact.
• Expert proficiency in Klaviyo, including hands-on experience building flows, segments, and campaigns.
• Experience with SMS lifecycle marketing and compliance with US regulations such as TCPA and opt-in requirements.
• Advanced skills in segmentation strategies using behavioral, predictive, and third-party enriched data including RFM, CLV, churn risk, and propensity modeling.
• Proven ability to own messaging strategies and develop segmented copy that drives KPIs.
• Strong analytics capability for cohort analysis, LTV measurement, retention reporting, and experimental test design.
• Exceptional communication skills to effectively collaborate with creative teams and cross-functional departments including CX, growth, and data.
• Comfortable using AI technologies daily and enthusiastic about leveraging AI to expand marketing capabilities.
• Highly self-motivated and capable of independently managing end-to-end channel operations within a fully remote environment.

Additional Preferred Experience

• Familiarity with considered-purchase or products with long repurchase cycles.
• Knowledge of loyalty, membership, or ambassador program management.
• Understanding of email deliverability including authentication, list hygiene, sunset policies, and inbox placement.

Role Suitability Considerations

• This position requires hands-on management and strategy execution; it is not suited for individuals who prefer delegating to agencies.
• Ideal candidates will thrive in shaping a developing lifecycle program rather than maintaining a mature system.
• Must view AI as a valuable tool that amplifies individual performance rather than a threat.

Company and Culture

Rest is a global, remote-first sleep brand innovating in comfort through technology, material, and design, driven by the mission "Ensure Everyone Gets a Good Rest." Our core values include kindness, agility, openness, disruption, empathy, responsibility, and continuous improvement.

Benefits and Work Environment

• Fully remote work setup with flexibility to work from anywhere.
• Opportunity to develop a greenfield lifecycle marketing program with direct impact on revenue and customer experience.
• Access to ongoing learning opportunities and potential for career growth within a fast-expanding DTC brand.
• A diverse and inclusive team culture embracing multiple perspectives.

Application Process

Please submit your resume along with a brief note highlighting the most significant retention result you have driven.

Diversity & Inclusion Statement

We value diversity and encourage applicants from varied backgrounds to apply, even if all criteria are not fully met.