Summary
Renfro Brands is seeking an analytical, strategic, and growth-oriented Email & Retention Marketing Strategist to own and scale its lifecycle marketing engine. In this role, you will architect and manage the customer retention strategy, using Email and SMS (via Klaviyo) to increase Customer Lifetime Value (LTV), repeat purchase rate, and engagement.
Your primary focus will be direct-to-consumer (DTC) apparel storefronts. You will also apply your expertise to support and expand wholesale and B2B communication channels.
This is an analytical, strategic, and channel-management role. You will not be responsible for designing graphic assets, but you will drive creative performance analysis, audience segmentation, testing frameworks, and briefing creative and copy teams for upcoming initiatives.
Essential Duties & Responsibilities
Retention & Lifecycle Ownership
- Own and execute the end-to-end retention and lifecycle roadmap across email and SMS to drive repeat purchase rate, reduce churn, and increase overall LTV.
- Audit, build, optimize, and scale automated lifecycle customer journeys in Klaviyo, including Welcome series, Abandoned Cart/Checkout, Browse Abandonment, Post-Purchase & Cross-Sell, Replenishment/Restock alerts, Winbacks, and Sunset policies.
- Plan, schedule, and manage the promotional, editorial, and product-launch broadcast calendar for DTC apparel lines and seasonal drops.
- Build and maintain dedicated email workflows and segmented campaigns for wholesale accounts, trade partners, and B2B buyers, including line sheet announcements, order reminders, seasonal pre-orders, and portal engagement.
Testing, Experimentation & Optimization
- Design, execute, and document a structured, continuous A/B and multivariate testing strategy across subject lines, preview text, SMS send times, copy hooks, promotional offers, frequency, and click-to-open drivers.
- Architect advanced behavioral, demographic, and RFM (Recency, Frequency, Monetary) segments in Klaviyo for personalized messaging at scale.
- Monitor deliverability and performance including inbox placement, sender reputation, bounce rates, unsubscribe rates, and list hygiene standards, including DMARC/SPF/DKIM alignment and sunset automations.
Creative Analysis & Cross-Functional Collaboration
- Analyze creative asset performance (visual layout, imagery versus text ratios, CTA hierarchy, and product focus) and translate results into actionable feedback and creative briefs.
- Partner with marketing, copywriters, graphic designers, and merchandising teams to communicate what creative converts and guide future creative production.
- Align lifecycle campaigns with apparel drops, core replenishment lines, clearance pushes, and stock availability by partnering with inventory and e-commerce teams.
Reporting & Analytics
- Build and maintain weekly and monthly retention reporting dashboards tracking revenue per recipient (RPR), open rates, CTR, conversion rates, unsubscribes, list growth, and overall attributed revenue share.
- Identify actionable customer journey insights and communicate findings to cross-functional leadership.
Knowledge, Skills & Abilities
- Platform Mastery: Expert-level, day-to-day proficiency with Klaviyo (flows, advanced segmentation, predictive analytics, template architecture, and the SMS toolset) and Shopify (or similar e-commerce platforms). Experience leveraging common DTC tech stack integrations (Okendo, Gorgias) into Klaviyo is a plus.
- SMS Proficiency: Proven experience running SMS programs, including compliance, frequency caps, two-way triggers, and choosing between MMS versus SMS strategy.
- Strategic & Analytical Mindset: Comfort working in raw data, conducting cohort analyses, using attribution models, and working with GA4 to find opportunities and guide decisions.
- Creative Acumen: Strong eye for visual storytelling, mobile inbox UX best practices, and conversion rate optimization (CRO) principles, even without designing assets.
- Wholesale Familiarity: Experience or strong comfort tailoring B2B/wholesale email communications alongside DTC workflows is a plus.
- Detail-Oriented & Organized: Strong project management skills, ability to manage complex send schedules, and coordination with multiple stakeholder approvals while keeping details accurate.
Education & Experience
- Bachelor’s degree in Business, Marketing, Communications, Fashion Merchandising, or a related field, or an equivalent combination of education and relevant professional experience, preferred.
- 3–5+ years of hands-on experience in email and SMS marketing, lifecycle strategy, and retention marketing within a high-growth DTC apparel, fashion, or consumer lifestyle brand.
- Experience in apparel, fashion, lifestyle, beauty, premium consumer goods, or another product-led consumer brand strongly preferred.
Preferred Technical Skills
- Advanced Klaviyo mastery, including catalog feeds, custom properties, and predictive analytics.
- Shopify or Shopify Plus experience.
- Familiarity with GA4 and retention analytics tools (Triple Whale, Northbeam, etc).
- Basic HTML/CSS to troubleshoot email rendering across mobile and desktop.
- Knowledge of email deliverability and authentication protocols (SPF, DKIM, DMARC).
- Understanding of compliance for SMS programs.
- Experience integrating third-party apps (loyalty programs, reviews, etc) into Klaviyo.
Physical Demands
The physical demands described are representative of those that must be met to successfully perform the essential functions of the job. Reasonable accommodations may be made for individuals with disabilities.
While performing the duties, the employee is regularly required to sit, use hands to finger, handle, or feel, reach with hands and arms, and talk or hear. The employee is occasionally required to stand and walk. The role includes the ability to lift and/or move up to 25 pounds. Specific vision abilities include close vision and the ability to adjust focus. The ability to move between departments to interact with others is required. Consistent daily attendance is required, with occasional off-shift support and limited travel.
Work Environment
Work environment characteristics described are representative of those encountered while performing the essential functions. Reasonable accommodations may be made for individuals with disabilities.
The noise level is usually moderate, and work is generally performed in a conditioned office environment.
The statements herein are intended to describe the general nature and level of work being performed and are not an exhaustive list of responsibilities, duties, and skills required. They do not establish a contract for employment and may be changed at the discretion of the employer at any time with or without notice.
Equal Opportunity
All qualified applicants will receive consideration for employment without regard to race, color, gender (including pregnancy), gender identity, sexual orientation, national origin, religion, age, disability, veteran status, genetic information, or other protected characteristics.
