Manager, Loyalty Strategy & CRM

Company Description

GENTLE MONSTER, founded in 2011 by IICOMBINED, is a globally recognized fashion eyewear brand renowned for its innovative designs and trend-setting collections. With a focus on creativity and experimentation, the brand delivers value through distinctive products, unique spaces, and forward-thinking campaigns. IICOMBINED also manages TAMBURINS, an avant-garde perfume brand, and NUDAKE, a dessert brand that fuses art and fashion to redefine traditional culinary experiences. Together, these brands embody a commitment to innovation, creativity, and aesthetic excellence.

Role Description

We are looking for a data-driven and strategic CRM Manager to lead Email, SMS, and loyalty program marketing for the U.S and Canada market. In this role, you will own the end-to-end lifecycle marketing roadmap—designing and executing CRM programs that connect customer touchpoints to increase Customer Lifetime Value (LTV), drive repeat revenue, and build long-term loyalty.

Reporting to the Head of E-Commerce and working closely with the global CRM team at HQ, you will translate global CRM frameworks into locally relevant customer journeys whilemanaging day-to-day campaign execution across Email, SMS, and loyalty channels. This role sits at the intersection of customer data, lifecycle marketing, and retention experience design.

Key Responsibilities

1. CRM Strategy & Lifecycle Management

• Develop and execute a comprehensive CRM strategy (Email, SMS, and loyalty) aimed at increasing retention, LTV, and repeat purchase rates, aligned with global CRM frameworks from HQ.

• Translate global CRM initiatives into locally relevant U.S& Canada customer journeys that reflect market-specific consumer behavior and expectations.

• Audit and optimize existing automated flows (Welcome Series, Abandoned Cart, Browse Abandonment, Win-Backs, Post-Purchase) and build new, complex journeys based on customer behavior.

• Map out the full retention journey—from discovery to repeat purchase—to identify friction points and opportunities for cross-selling and up-selling.

• Collaborate closely with the Growth and E-Commerce Merchandising teams on retention and subscription campaigns.

2. Execution & Operations

• Plan and execute CRM campaigns that connect multiple customer touchpoints, including email, SMS, retail/offline experiences, campaign activations, and brand launches or seasonal initiatives.

• Manage the end-to-end production of the Email and SMS calendar, ensuring a cohesive narrative and consistent customer communication throughout.

• Oversee the deployment of all campaigns within Salesforce Marketing Cloud, Klaviyo, and Attentive—ensuring precise segmentation, optimal timing, and high deliverability.

• Utilize project management tools to manage timelines, coordinating with Creative and Copy teams to ensure assets are delivered on time and on brand.

• Maintain consistent retention-focused communication across the entire customer

journey, from discovery to repeat purchase.

3. Segmentation & Personalization

• Leverage Salesforce Marketing Cloud, Klaviyo, Attentive, and other platform data to build deep customer segments (e.g., VIPs, Churn Risks, High-Value Prospects, New Customers).

• Develop lifecycle programs that move customers through key stages: acquisition, first purchase, conversion, repeat purchase, and high-value customer development.

• Implement personalization strategies to deliver the right message to the right customer at the right time, including product discovery campaigns and cross-sell programs.

4. New CRM Channel & Loyalty Program Development

• Identify and develop customer communication channels to strengthen the brand’s direct relationship with customers in the U.S& Canada market.

• Explore and expand into SMS marketing, messaging platforms, community-driven

engagement, and other emerging CRM channels.

• Grow the brand’s direct-to-customer communication ecosystem and develop a brand-focused loyalty program that drives long-term customer engagement and advocacy.

5. Agency & CRM Operations Management

• Manage relationships with external email marketing agencies and vendors responsible for campaign production and execution.

• Own campaign briefing, creative and content review, campaign scheduling, and

execution quality control.

• Ensure all CRM campaigns are delivered with high quality, brand consistency, and

alignment with both local and global standards.

6. Analytics, Insights & Optimization

• Monitor and report on core KPIs on a weekly and monthly basis: Open Rate, CTR,

Conversion Rate, Revenue per Recipient, List Growth, and Unsubscribe Rate.

• Lead an extensive A/B testing roadmap (subject lines, send times, content, creative, offers) to continuously improve performance.

• Analyze CRM performance and customer behavior patterns to evaluate channel

effectiveness and inform strategy.

• Share insights and performance reports with the Head of E-Commerce and HQ CRM team to inform both local strategy and global CRM development.

Qualifications

• Bachelor's degree in Marketing, Business, Communications, or a related field.
• 2–4 years of experience in CRM, lifecycle marketing, or retention marketing.
• Strong hands-on experience with Salesforce Marketing Cloud or comparable marketing automation platforms for email and SMS campaign management.
• Demonstrated ability to develop and execute lifecycle marketing strategies that drive measurable retention and revenue outcomes.
• Experience managing external marketing agencies or vendors, including campaign briefing, coordination, and quality control.
• Strong analytical mindset with the ability to interpret CRM performance data and translate insights into actionable strategies.
• Experience integrating CRM data across systems and platforms.
• Track record of developing and launching new CRM channels (SMS, messaging

platforms, community engagement).

• Experience working within a global organization and collaborating with HQ or

international teams.

• Interest in building omnichannel customer experiences that bridge online and offline touchpoints.

Job Type: Full-Time, ON-SITE (not remote)

Pay Range: $90,000

Benefits:

Dental Insurance

Health Insurance

Vision Insurance

Life Insurance