Email & Lifecycle Marketing Specialist (Fashion)

The Email & Lifecycle Marketing Specialist will play a key role in driving customer engagement, retention, and revenue across email and SMS. This position owns the day-to-day execution and optimization of lifecycle marketing programs, creating relevant and personalized customer experiences across every stage of the journey.

Working closely with eCommerce, Creative, Merchandising, and Marketing teams, this role will translate business priorities, customer insights, and performance data into thoughtful campaigns and automated journeys that strengthen customer relationships and drive long-term growth.

The ideal candidate is equal parts strategic, analytical, creative, and execution-focused, with a strong understanding of CRM, customer segmentation, marketing automation, and eCommerce.

What You’ll Do

• Own the end-to-end execution of email and SMS campaigns, including campaign builds, copy development, asset coordination, audience selection, QA, scheduling, and deployment.
• Develop and optimize automated lifecycle journeys across acquisition, welcome, browse and cart abandonment, post-purchase, cross-sell, replenishment, loyalty, win-back, retention, and re-engagement.
• Build thoughtful customer segments and target audiences using purchase history, browsing behavior, engagement, lifecycle stage, and other first-party data.
• Partner with eCommerce and Merchandising to ensure email and SMS calendars align with product launches, promotional moments, inventory priorities, and broader business objectives.
• Drive greater personalization and relevance across communications by leveraging behavioral, transactional, and customer data.
• Manage the email and SMS marketing calendar, balancing promotional, editorial, product, and lifecycle communications while maintaining a healthy customer contact strategy.
• Develop and manage an ongoing A/B and multivariate testing roadmap across subject lines, creative, messaging, offers, CTAs, segmentation, send cadence, timing, and automation.
• Analyze campaign and lifecycle performance across key KPIs including click-through rate, conversion, revenue, revenue per recipient, unsubscribe rate, list growth, retention, and customer lifetime value.
• Translate performance data into actionable insights and recommendations that continuously improve engagement and revenue.
• Partner with Creative to evolve email design, templates, content hierarchy, and mobile-first experiences based on performance insights and industry best practices.
• Monitor campaign frequency and customer fatigue across promotional, automated, and transactional communications to protect engagement, deliverability, and database health.
• Manage campaign QA and rendering across devices and email clients to ensure a consistent customer experience.
• Support strategies to grow the email and SMS database through onsite acquisition, lead generation, preference capture, and other opt-in initiatives.
• Monitor deliverability, consent, and compliance with applicable regulations, including CASL, CAN‑SPAM, GDPR, and other relevant privacy requirements.
• Stay ahead of emerging CRM, lifecycle, personalization, and retention trends, identifying new tools and opportunities that can strengthen the customer experience and improve performance.

What You’ll Bring

• Proven experience in email, CRM, lifecycle, or retention marketing, ideally within eCommerce, fashion, retail, or a consumer brand.
• Hands‑on experience with email/SMS and marketing automation platforms such as Klaviyo, Attentive, Braze, Iterable, Salesforce Marketing Cloud, or similar.
• Experience building and optimizing automated flows, customer journeys, segmentation, and personalization strategies.
• Strong understanding of eCommerce customer behaviour and the relationship between acquisition, conversion, retention, repeat purchase, and lifetime value.
• Experience managing a high‑volume email and SMS marketing calendar.
• Strong analytical skills with the ability to turn campaign and customer data into clear insights and actionable recommendations.
• Experience developing and evaluating structured A/B testing programs.
• Working knowledge of Google Analytics/GA4, HTML/CSS, CMS platforms, and eCommerce analytics.
• Familiarity with Shopify or similar eCommerce platforms is an asset.
• Knowledge of SQL or other customer‑data querying tools is an asset.
• Strong understanding of email deliverability, consent management, and international email/SMS regulations, including CASL and GDPR.
• Excellent written communication and copywriting skills with a strong eye for brand voice.
• Strong project management, organization, and attention to detail.
• Ability to manage multiple brands, campaigns, and priorities in a fast‑paced environment.
• Collaborative mindset with the ability to work effectively across Creative, eCommerce, Merchandising, Marketing, and Analytics teams.

What Success Looks Like

Success in this role means building more than great campaigns—it means creating a stronger relationship between the customer and the brand. Through smarter segmentation, personalized journeys, thoughtful communication, and continuous optimization, this role will help increase engagement, strengthen retention, grow repeat purchase, and maximize customer lifetime value.