Manager, Email & SMS

The Role

Email and SMS are critical drivers of our direct business.

This role leads the execution and performance of both channels (D2B and D2C). You will manage 2 specialists while also working directly in Klaviyo yourself—building campaigns, developing flows, and continuously improving performance. This role will help define the strategy in close collaboration with the VP of Marketing and Director of Ecommerce.

This is a hands-on leadership role for someone who is comfortable both setting direction and executing within the platform.

Essential Responsibilities

Channel Strategy & Performance

• Partner with the Director of eCommerce and VP of Marketing to define and execute strategy.
• Own email and SMS performance, including revenue contribution and list growth
• Build and manage a campaign calendar that balances promotions, product launches, lifecycle messaging, and brand across our Home-User and Business Segments.
• Define how email and SMS work together as complementary channels
• Maintain a thoughtful balance between performance and long-term list health

Campaign Execution

• Lead specialists to plan, build, QA, and execute campaigns across email and SMS
• Review and refine messaging to ensure clarity, consistency, and alignment with brand voice
• Maintain high standards for accuracy, rendering, and overall execution
• Run A/B tests (subject lines, timing, segmentation, offers) and apply learnings

Lifecycle & Automation

• Own and evolve lifecycle flows/ automations
• Continuously optimize flows to improve conversion and customer experience
• Partner with the e-commerce and marketing teams to ensure alignment across touchpoints

Platform Ownership

• Serve as the internal expert on Klaviyo
• Build and manage segmentation strategies based on behavior, purchase history, and engagement
• Ensure data and integrations support effective targeting and reporting
• Stay current on platform capabilities and apply them where relevant

Reporting & Insights

• Own reporting across email and SMS, including:
  • Revenue contribution
  • Conversion and engagement metrics
  • Deliverability and list health
• Translate performance into clear insights and actionable recommendations
• Monitor trends and proactively address issues

Team Leadership

• Manage and develop 2 email/SMS specialists
• Provide clear direction, feedback, and support
• Contribute directly to execution when needed

Experience

• 5–8 years of experience in email and SMS marketing, ideally in a DTC or ecommerce environment
• Proven experience owning or significantly contributing to a revenue-driving program
• Strong, hands-on experience with Klaviyo (required)
• Experience building and optimizing lifecycle programs

Skills

• Strong execution skills with attention to detail
• Thoughtful approach to segmentation and targeting
• Ability to write or edit effective marketing copy
• Comfort working with data and making performance-driven decisions
• Ability to balance multiple priorities in a fast-paced environment

The Right Fit

• Continuous Improvement Mindset - regularly evaluates processes, campaigns, and execution to raise performance
• Comfortable operating at both a strategic and executional level
• Takes ownership of outcomes and follows through
• Collaborative, but able to work independently when needed
• Values both performance and customer experience