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CRM & Loyalty Manager
CRM & Loyalty Manager12th Tribe • Los Angeles, CA, United States
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CRM & Loyalty Manager

CRM & Loyalty Manager

12th Tribe • Los Angeles, CA, United States
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  • [job_card.full_time]
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Location : Los Angeles, CA (Hybrid or Remote)

Reports To : Senior Director, eCommerce & Digital Marketing

Experience Level : 5-7 years in CRM, Lifecycle, or Retention Marketing

ABOUT THE ROLE :

We're looking for a strategic, data-driven CRM & Loyalty Manager to lead how our Tribe engages from first touch to lifelong loyalty. In this elevated role, you will own the CRM strategy, roadmap, budget, segmentation, and performance, while managing execution across email, SMS, loyalty, and app engagement.

You'll partner closely with eCommerce, Brand, Creative, and Merchandising to build customer journeys that drive retention, repeat purchase rate, and lifetime value. You will guide channel performance, optimize spend, mentor junior team members or contractors, and ensure our lifecycle experiences are meaningful, personal, and revenue-generating.

This role sits at the center of retention and has direct impact on growth and customer profitability.

WHAT YOU'LL DO :

Strategy & Leadership

  • Develop and own the annual and quarterly CRM strategy, roadmap, and KPIs aligned to company OKRs.
  • Manage the CRM and retention budget, including channel spend across email, SMS, and loyalty.
  • Oversee workflow, performance, and development of specialists, coordinators, or contractors supporting CRM / lifecycle.
  • Create segmentation, testing, and personalization strategies that drive LTV, purchase frequency, and customer loyalty.

Lifecycle & Campaign Management

  • Lead end-to-end planning and execution of lifecycle programs : welcome, post-purchase, replenishment, winback, VIP, and seasonal moments.
  • Build high-performing automated flows and campaigns across Klaviyo, Attentive, and app push (Tapcart).
  • Ensure all CRM messaging reflects brand voice while optimizing for conversion, retention, and engagement.
  • Own performance reporting cadence and deliver actionable insights to eCommerce and brand leadership.

    • Loyalty Program Ownership

  • Lead the evolution of our loyalty program - structure, tiers, rewards, earning mechanics, and integration across touchpoints.
  • Identify opportunities to increase loyalty adoption, engagement, and incremental revenue.
  • Partner with product / e-comm teams to embed loyalty visibility and redemption across the shopping journey.

    • Cross-Functional Partnership

  • Align CRM strategy with Creative, Brand, Performance, and Merch to support product launches, seasonal campaigns, and business priorities.
  • Ensure sequencing and messaging coordination across paid, organic, influencer, and onsite channels.
  • Collaborate with eComm to optimize PDP / PLP messaging and customer experience tied to lifecycle initiatives.

    • Data, Insights & Optimization

  • Own retention analytics, including cohort behavior, repeat purchase rate, churn indicators, and LTV by segment.
  • Lead continuous A / B testing and optimization across creative, timing, triggers, segmentation, and offers.
  • Maintain strong deliverability and list health standards, reducing churn and unsubscribe rates.

    • KEY PERFORMANCE INDICATORS :

  • Increase customer retention rate by ≥ 12% YoY
  • Improve repeat purchase rate and LTV by ≥ 20% within 12 months
  • Achieve email / SMS engagement benchmarks : ≥ 30% open rate, ≥ 2.5% CTR,
  • Grow loyalty participation and active member base by ≥ 25%
  • Increase CRM-driven revenue contribution to eCommerce by ≥ 12%
  • Deliver 100% on-time lifecycle and campaign deployments with
  • Provide monthly CRM performance reporting with insights + recommended actions

    • WHAT YOU BRING :

  • 5-7 years of CRM, lifecycle marketing, retention, or loyalty experience-ideally in fashion, lifestyle, beauty, or DTC.
  • Strong strategic thinking paired with hands-on execution experience.
  • Expertise in Shopify, Klaviyo, Attentive, Tapcart, and loyalty platforms (LoyaltyLion, Yotpo, Smile.io, etc.).
  • Strong analytical skills with comfort in GA4, Triple Whale, Northbeam, or similar attribution / analytics tools.
  • Experience developing and managing channel budgets.
  • Ability to lead, mentor, and delegate to specialists or cross-functional partners.
  • A natural feel for storytelling, timing, and brand-aligned creative within CRM channels.
  • Highly organized, proactive, and thrives in fast-paced, growth-oriented environments.
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    Manager Crm • Los Angeles, CA, United States

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