What are the responsibilities and job description for the CRM & Retention Manager position at VeeFriends?
About VeeFriends
VeeFriends is a contemporary entertainment company that combines art, storytelling, collecting, events, and innovative technologies to build a community around a movement of kindness and positivity. Founded by Gary Vaynerchuk, VeeFriends blends storytelling, collectibles, content, and experiences to spark curiosity — with a universe of more than 250 unique characters and a passionate global community at its core
About The Role
We're looking for a data-driven and community-obsessed CRM & Retention Manager to own the full lifecycle of our collector and fan relationships. You'll be the architect of how VeeFriends stays meaningfully connected to its community — from first-time buyers to our most loyal holders — across email, SMS, push, and owned channels. This is a high-impact, high-visibility role at a fast-moving, culture-forward company.
What You'll Do
Reports To: Director of Marketing
The Pay Range For This Role Is
110,000 - 130,000 USD per year(US)
VeeFriends is a contemporary entertainment company that combines art, storytelling, collecting, events, and innovative technologies to build a community around a movement of kindness and positivity. Founded by Gary Vaynerchuk, VeeFriends blends storytelling, collectibles, content, and experiences to spark curiosity — with a universe of more than 250 unique characters and a passionate global community at its core
About The Role
We're looking for a data-driven and community-obsessed CRM & Retention Manager to own the full lifecycle of our collector and fan relationships. You'll be the architect of how VeeFriends stays meaningfully connected to its community — from first-time buyers to our most loyal holders — across email, SMS, push, and owned channels. This is a high-impact, high-visibility role at a fast-moving, culture-forward company.
What You'll Do
- Own and execute the end-to-end CRM strategy across email, SMS, and push — driving engagement, retention, and LTV across VeeFriends' collector and fan base
- Experience and familiarity with modern ESP and SMS marketing platforms required - we utilize Attentive and will assess tools as-needed ongoing
- Build segmentation frameworks and lifecycle programs that speak to distinct Consumer audience tiers (NFT holders, trading card collectors, VeeCon attendees, animation fans, etc.), as well as B2B CRM relationships (hobby stores, “breakers”, distributors, and category-specialized retail partners)
- Develop automated flows (welcome series, win-back, post-purchase, loyalty nurtures) that feel personal and on-brand
- Partner with our Creative teams to develop brand guidelines across marketing platforms - and where there’s opportunity, leverage automation and AI related tools to accelerate and optimize development of copy, design, and more
- Analyze retention metrics, churn signals, and engagement trends to surface insights, continuously optimize campaigns, and identify opportunities to engage/re-engage distinct cohorts
- Partner cross-functionally with product, brand, and community teams to ensure CRM is integrated with major launches, drops, and events
- Manage and evolve our CRM tech stack — evaluating tools, maintaining data hygiene, and ensuring compliance (CAN-SPAM, GDPR, etc.) in partnership with VeeFriends Technology team
- Test relentlessly: subject lines, send times, segmentation cuts, creative formats — bring a culture of experimentation to everything you do
- Report on KPIs (open rates, CTR, retention rates, churn, revenue attribution) with clear storytelling for leadership
- 4–6 years of CRM, lifecycle marketing, or retention experience — ideally at a consumer brand, entertainment company, marketplace, or collectibles/gaming company
- Hands-on experience with major ESP/CRM platforms (Klaviyo, Braze, Iterable, HubSpot, or similar)
- Strong analytical chops — comfortable in dashboards, spreadsheets, and building reports that drive decisions
- A genuine understanding of community-driven brands and how retention looks different when your audience is also your biggest advocates
- Experience marketing to passionate collector or enthusiast communities is a big plus
- Excellent copywriting instincts — you know the difference between a message that lands and one that gets ignored
- Collaborative, self-starting, and comfortable operating in a lean, scrappy environment where you'll own your domain
- Familiarity with loyalty program design or token-gated engagement models
- Background in kids'/family entertainment or multi-generational brand building
- Be part of a brand at the intersection of culture, collectibles, and character — with real momentum across animation, trading cards, events, and beyond.
- Work directly alongside a passionate, tight-knit team building something genuinely new.
- Competitive compensation, benefits, and the chance to grow with a brand on the rise.
Reports To: Director of Marketing
The Pay Range For This Role Is
110,000 - 130,000 USD per year(US)