Customer Relationship Manager - Lifecycle and Hyper-Personalization (Remote)

Role Overview

Join Rest, a global remote-first sleep solutions brand committed to ensuring everyone enjoys a good night's rest. We are currently developing our next growth phase, focused on hyper-personalization through a unified customer data platform, enriched customer profiles, and a tailored lifecycle program guiding customers from first purchase to loyal advocacy. This fully remote position requires working hours overlapping GMT+8 to AEST time zones and reports directly to the Head of Retention and Customer Experience.

Key Responsibilities

• Manage the lifecycle process across every customer stage, from new subscriber to dedicated VIP advocate, monitoring progression, identifying drop-offs, and implementing improvements.
• Oversee daily operations of the customer data platform, ensuring segment accuracy, tagging, and maintaining high-quality enriched customer profile data combining demographic, behavioral, and purchase information.
• Develop a comprehensive messaging matrix combining customer segments and lifecycle stages, coordinating with content teams on targeting and message quality assurance.
• Support the loyalty program by integrating referral and rewards communications within lifecycle flows in partnership with the Head of Customer Experience, aligning with revenue goals.
• Employ data-driven approaches, running rigorous testing schedules and weekly reporting covering progression metrics, revenue attributed to flows, cohort lifetime values, and LTV to CAC ratios.
• Establish a CRM playbook, creating standard operating procedures and best practices as the company's first dedicated CRM expert.
• Collaborate on designing and training AI-powered agents that escalate execution capabilities, enabling strategic focus and design leadership.

Prerequisites

• At least 5 years of proven experience in CRM, lifecycle, or retention roles specifically in direct-to-consumer ecommerce brands, with demonstrated ability to analyze revenue results cohort by cohort.
• Deep expertise with Klaviyo, personally constructing flows, customer segments, and marketing campaigns on the platform.
• Experience managing SMS lifecycle communications including compliance with US regulations such as TCPA and opt-in hygiene.
• Advanced skills in segmentation strategies leveraging behavioral, predictive, and enriched third-party data (e.g., RFM, CLV, churn risk, propensity modeling).
• Strong track record in owning messaging strategy with examples of targeted copy driving key metrics.
• Analytical proficiency in cohort analysis, lifetime value estimation, retention reporting, and design of experiments and tests.
• Clear and structured communication skills for briefing creative teams and cross-team coordination involving Customer Experience, growth, and data divisions.
• Experience working with AI tools daily and enthusiasm for training intelligent agents to amplify output.
• Highly self-motivated and able to independently run CRM channels end-to-end in a fully remote environment.

Additional Desirable Skills

• Experience with considered-purchase or long purchase cycle categories.
• Knowledge of loyalty, membership, or ambassador programs.
• Familiarity with email deliverability management including authentication, list hygiene, sunset policies, and inbox placement.

Role Suitability

• This role requires hands-on management; it is not suited for those who only set strategy and delegate execution to agencies.
• Candidates should be comfortable shaping and building a CRM program from the ground up rather than overseeing a mature, established system.
• Must embrace AI as an enabler rather than a competitive threat, leveraging it to scale operations effectively.

What We Offer

• Full remote work flexibility, established from our startup inception.
• An opportunity to develop a greenfield CRM program with direct founder-level visibility and impact on revenue and customer experience.
• A culture of continuous learning and clear career advancement within a rapidly growing DTC brand.
• Diversity and inclusion are core to our values, welcoming applicants from varied backgrounds and encouraging applications from all.

About Rest

Rest is an innovative global sleep brand dedicated to enhancing comfort through material and technological advancements. Our mission is to ensure everyone enjoys a good rest, supported by values of kindness, agility, openness, disruption, empathy, responsibility, and ongoing improvement.