The Role

We're looking for an experienced Email & SMS Retention Manager to own and optimize our customer lifecycle communications. You'll be responsible for turning first-time buyers into lifelong Afina fans—driving repeat purchases, filter replacements, and brand loyalty through strategic, data-driven email and text campaigns. This is a high-impact role where you'll directly influence revenue, LTV, and the overall customer experience.

Key Responsibilities

— Retention Strategy: Develop and execute a comprehensive email and SMS retention strategy across the full customer lifecycle—from post-purchase onboarding to win-back and re-engagement campaigns.

— Email Marketing: Plan, build, and optimize email campaigns and automated flows (welcome series, abandoned cart, post-purchase education, filter replacement reminders, VIP/loyalty, re-engagement, and more) using Klaviyo or a similar ESP.

— SMS/MMS Marketing: Design and manage text message campaigns and automations that complement email touchpoints, driving timely engagement without over-messaging.

— Segmentation & Personalization: Build sophisticated audience segments based on purchase behavior, engagement data, product type, and lifecycle stage. Craft personalized messaging that resonates with each segment.

— A/B Testing & Optimization: Continuously test subject lines, send times, content formats, CTAs, and frequency to maximize open rates, click-through rates, conversions, and revenue per recipient.

— Content & Creative: Write compelling copy and collaborate with the design team on email/SMS creative. Ensure all communications reflect Afina's brand voice—clean, educational, wellness-forward.

— Filter Replacement Lifecycle: Own the replenishment reminder strategy, ensuring customers are prompted to reorder replacement filters at the right time to maximize retention and recurring revenue.

— Analytics & Reporting: Track and report on key retention metrics (repeat purchase rate, LTV, churn rate, revenue attribution by flow/campaign, list health). Use insights to iterate and improve.

— List Growth & Health: Manage list hygiene, deliverability, compliance (CAN-SPAM, TCPA), and work with the acquisition team on opt-in strategies that build a high-quality subscriber base.

— Cross-Functional Collaboration: Partner with product, customer experience, and growth teams to align retention messaging with launches, promotions, and customer feedback.

What We're Looking For

Required

— 3+ years of hands-on experience managing email and SMS marketing for a DTC or e-commerce brand.

— Deep expertise with Klaviyo (strongly preferred) or comparable platforms (Attentive, Postscript, Omnisend, etc.).

— Proven ability to build automated flows and campaigns that drive measurable revenue and retention improvements.

— Strong copywriting skills with an eye for brand voice and customer-centric messaging.

— Data-driven approach—comfortable analyzing campaign performance, building segments, and making decisions based on metrics.

— Understanding of email deliverability, list management, and compliance regulations (CAN-SPAM, TCPA, GDPR).

— Self-motivated and organized, with the ability to manage multiple campaigns and deadlines simultaneously.

Nice to Have

— Experience in the beauty, wellness, skincare, or health/home category.

— Familiarity with subscription or replenishment business models.

— Experience with loyalty and referral programs (e.g., Yotpo, Smile.io, LoyaltyLion).

— Basic HTML/CSS skills for email template customization.

— Experience with Shopify and its ecosystem of apps and integrations.

— Background in customer lifecycle mapping or CRM strategy.

Why Join Afina‍

— Own a critical growth lever—retention is at the heart of Afina's DTC strategy, and you'll have real impact on revenue.

— Be part of a mission-driven brand improving people's daily wellness routines.

— Join at a high-growth stage where your work directly shapes the customer experience.

— Remote-friendly culture with flexibility and autonomy.

— Competitive salary, performance bonuses, and equity options.

— Free Afina products and generous employee discounts.