CRM & Retention Marketing Lead

Introduction

Ask & Embla is looking for a CRM & Retention Lead to own the full customer lifecycle. This is a senior, strategy-forward role for someone who shares our commitment to excellence in everything customer-facing and wants to build something that genuinely lasts. You'll be the person in the room who understands both the data and the customer, and can translate that into a retention engine that actually moves revenue.

What You'll Do

• Own the retention strategy end-to-end: lifecycle mapping, segmentation logic, channel mix (email, push), and long-term LTV planning
• Lead the CRM roadmap — from platform management and data integrity to automation architecture and cross-channel integration
• Design and optimize flows and campaigns that drive repeat purchase, reduce churn, and increase customer lifetime value
• Build and maintain customer segments based on behavior, purchase patterns, and engagement signals; use these to drive meaningful personalization at scale
• Translate data into decisions — run regular performance reviews, surface insights, and make recommendations that influence product, content, and marketing strategy
• Partner closely with the growth, paid, and content teams to ensure retention efforts are aligned with acquisition and brand initiatives
• Define and track the KPIs that matter: repeat purchase rate, retention rate, LTV, flow revenue, unsubscribe rate, and more
• Ensure CRM systems, data flows, and campaign practices are compliant with GDPR and relevant data protection regulations

Who You Are

• 5+ years in CRM, retention, or lifecycle marketing, ideally in a DTC or ecommerce environment
• You've owned a retention program before, not just executed within one
• Strong with platforms like Klaviyo, Salesforce, Braze, or similar; you can configure flows, not just brief them
• Analytically sharp — comfortable pulling your own data, spotting trends, and building the case for your recommendations
• You think in customer journeys, not just sends
• Brand-curious: you take the time to understand who the customer is, not just what they clicked
• You're not here to maintain the status quo, you want to build something extraordinary and have the drive to see it through
• Comfortable working lean and building systems with limited resources
• Open to using AI as a tool for process improvement and ways of working — ideally AI-native in how you think and operate