Email & SMS Lifecycle Marketing Specialist

Email & SMS Lifecycle Marketing Specialist

Position Summary

The Email & SMS Marketing Specialist is responsible for developing, executing, and optimizing customer engagement strategies across email and SMS for Harper Ellis Hair Co., Harper Ellis Salons, and other sister brands. This role owns the full lifecycle across multiple unique audiences, ensuring communications drive engagement, retention, and long-term customer value.

This position focuses heavily on lifecycle strategy, segmentation, personalization, journey optimization, testing, and channel performance. The specialist must understand the differences between B2B and DTC audiences and implement strategies tailored to the needs, behaviors, and motivations of each.

This role also owns the ongoing development and refinement of email and SMS automations and triggered lifecycle journeys, as well as developing compelling strategies for seasonal campaigns, launches, and promotional moments.

About the Company

Harper Ellis Hair Co. is devoted to raising the bar in the extension industry, from our unmatched education, our stylist-first customer service, and our untouchable quality of hair. We believe there’s an extension method for everyone. Our quality changed the industry standard, and we’re here to keep raising the bar. Our core values are the backbone of our business and guide our hiring process: we are inspirational, loyal, disciplined, thorough, authentic, aligned, results-oriented.

OBJECTIVES

Email & SMS Ownership

• Develop and execute all email and SMS campaigns, automations, and lifecycle journeys across Harper Ellis Hair Co., Harper Ellis Salons, and sister brands.
• Build messages, segments, and flows in platforms such as Klaviyo and HubSpot.
• Translate marketing initiatives into channel-specific lifecycle strategies that support business goals.
• Maintain ownership of deliverability, compliance, personalization, and performance optimization.
• Monitor audience behavior and channel trends, providing insights and recommendations for ongoing improvement.
• Serve as the primary stakeholder for all email and SMS content, ensuring strategic alignment and accuracy across copy, creative, segmentation, and QA.
• Stay up to date on email/SMS trends, platform updates, benchmarks, and industry best practices.

Lifecycle Strategy and Optimization

• Create and optimize lifecycle flows including onboarding, nurture, retention, reactivation, education, and salon guest experience.
• Develop testing strategies for subject lines, segmentation, send timing, and creative variants.
• Identify opportunities to enhance customer value, increase repeat purchase behavior, and improve guest visit frequency.
• Build strategies for seasonal campaigns, product launches, and key promotional periods.

Brand Alignment

• Uphold Harper Ellis Hair Co.’s brand identity across all channels and subsets (TTH, TTHS, Strata™, DTC line, etc.).
• Work closely with copywriters and designers by providing briefs, strategic guidance, and channel-specific feedback.
• Collaborate with RevOps and marketing leadership to ensure lifecycle journeys support the broader customer engagement strategy.
• Review all channel creative for accuracy, functionality, and mobile optimization.

Marketing Operations & Workflow

• Collaborate with the RevOps team to ensure emails and SMS support the customer engagement journey and align with lifecycle initiatives.
• Manage project tasks using Asana and participate in review/approval workflows through Ziflow.
• Maintain organized documentation for campaigns, flows, and updates to ensure ongoing clarity and operational consistency.
• Assist with basic graphic design tasks as needed to support overflow within the creative team (e.g., resizing graphics, simple promotional layouts, editing templates).

COMPETENCIES

• Strong understanding of lifecycle, CRM, email, and SMS fundamentals including segmentation, automation, deliverability, and reporting.
• Ability to build channel strategies that support both B2B ecommerce and DTC service-based audiences.
• Skill in reviewing and guiding channel-specific creative assets with strong attention to detail.
• Ability to collaborate effectively with designers, copywriters, RevOps, and cross-functional teams.
• Highly organized and capable of managing multiple initiatives simultaneously.
• Proficient in Klaviyo, HubSpot, Canva, Asana, and Ziflow or similar tools.
• Strong communication skills and commitment to accuracy and quality control.
• Ability to adapt quickly based on performance data and evolving priorities.

EDUCATION AND EXPERIENCE

• 2–4 years of experience in email, SMS, lifecycle, or CRM marketing (preferred).
• Experience in Klaviyo, Hubspot, or similar platforms.
• Beauty, retail, or lifestyle industry experience is a plus.
• Familiarity with creative workflows and basic design tools such as Canva.
• Understanding of customer journeys and lifecycle marketing frameworks.

PHYSICAL REQUIREMENTS

• Prolonged period sitting at a desk and working on a computer.

COMMITMENT TO DIVERSITY

As an equal opportunity employer committed to meeting the needs of a multigenerational and multicultural workforce, Harper Ellis Hair Co., recognizes that a diverse staff, reflective of our community, is an integral and welcome part of a successful and ethical business. We hire local talent at all levels regardless of race, color, religion, age, national origin, gender, gender identity, sexual orientation or disability, and actively foster inclusion in all forms both within our company and across interactions with clients, candidates and partners.

Pay: $42,000.00 - $45,000.00 per year

Benefits:

• 401(k)
• Dental insurance
• Health insurance
• Paid time off
• Vision insurance

Work Location: In person