Senior Manager, Retention Marketing(Hybrid)

Description:

As the global leader in hair-extension brands, BIG is dedicated to empowering confidence, creativity, and self-expression through high performance solutions that elevate the beauty experience for both professional stylists and consumers.

We’re looking for an innovative, data-driven Senior Manager, Retention Marketing to own and elevate lifecycle, CRM, and retention strategies across our portfolio of our hair extension brands. This role will play a critical part in driving customer loyalty, purchase frequency, and evaluating LTV through email, SMS, and lifecycle programs.

Base Compensation: $124,000-$135,000

Bonus Eligibility: 10% annual bonus

Hybrid: This role will be hybrid at our Culver City office on a Tuesday, Wednesday Thursday schedule

Responsibilities

Retention & Lifecycle Strategy

• Build, execute, and continuously optimize multi-channel retention strategies across email, SMS, loyalty, and lifecycle programs to increase repeat purchase, customer lifetime value (LTV), and overall engagement.
• Develop innovative, testable creative concepts informed by email and SMS trends, competitive analysis, and brand storytelling needs.
• Own the strategy and optimization of CRM and lifecycle flows tailored to hair-extension consumer behaviors, including education-driven journeys, replenishment cadences, care/maintenance content, and professional vs. consumer segmentation.
• Lead customer journey mapping initiatives to ensure personalized, consistent, and high-impact communication across every stage of the customer lifecycle.
• Oversee end-to-end campaign development: strategy, segmentation, briefing, QA, deployment, and performance reporting.
• Manage the email/SMS content calendar across BIG’s Keystone brands, ensuring alignment with launches, promotions, product education, and retention objectives.
• Build and manage a test-and-learn framework that includes structured A/B testing, experimentation roadmaps, and personalization strategies to improve channel performance.
• Own key CRM and retention KPIs, including repeat purchase rate, LTV, cohort performance, churn, list growth, deliverability, and channel revenue contribution.
• Produce weekly, monthly, and quarterly dashboards with actionable insights and strategic recommendations to inform broader marketing decisions.
• Partner cross-functionally with Creative, E-commerce, Paid Media, Product Education, and Brand teams to ensure cohesive messaging and a seamless customer experience.
• Collaborate with external technology partners and platforms to implement new capabilities and stay ahead of CRM and retention best practices.

Requirements:

Qualifications

• 5-7+ years of experience in CRM, retention, lifecycle, or email marketing, with demonstrated ownership of strategy and revenue-driving programs.
• Proven expertise in email and SMS platforms; experience with Klaviyo is highly preferred
• Strong understanding of segmentation, personalization, predictive modeling, and multi-step lifecycle automation
• Highly analytical, with experience in e-commerce analytics tools (PowerBI, GA4, attribution platforms) and performance reporting
• Experience in beauty, haircare, fashion, or adjacent CPG/DTC industries strongly preferred; professional beauty experience is a plus
• Familiarity with Shopify or comparable e-commerce platforms
• Exceptional project management skills, with the ability to balance strategic thinking, flawless execution, and innovation across multiple brands
• Comfort using AI tools to enhance performance and efficiency while maintaining clear ownership of channel strategy.
• Creative, collaborative, solution-oriented mindset with a passion for building long-term customer relationships and brand affinity.

Equal Employment Opportunity at Beauty Industry Group

At Beauty Industry Group, we are proud to be an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all team members.?

We consider all qualified applicants for employment without regard to race, color, religion, sex, pregnancy, national origin, age, sexual orientation, gender identity or expression, disability, genetic information, protected veteran status, or any other legally protected characteristic.

Benefits and Perks

• Base pay of $124,000+ and 10% quarterly bonus based on performance
• 401(k) with company match - $ for $ up to 4% - immediately vested
• Vacation/Holiday Leave
• Great Medical/Dental/Vision Insurance
• Life and AD&D Insurance
• Opportunities for growth and advancement
• And so much more!

A Part of the BIG Picture

Beauty Industry Group is a leading consumer beauty products company with an exciting and growing portfolio of beauty brands. The BIG portfolio consists of several recognized, highly reputable hair extension brands that span a variety of distribution channels.

Across its brands, BIG is the largest hair extension business in the U.S. and one of the largest globally, with a focus on the professional extensions segment. With more than 500 team members, BIG is a unique, empowering place to work for motivated professionals who hunger to see the impact their work is making. The management team is young and entrepreneurial and has fostered a powerful culture that celebrates excellence, transparency, diversity, and integrity.

BIG's company headquarters are located in Salt Lake City, Utah, with additional offices in Los Angeles, New Jersey, Arizona, Australia, Germany, Canada, and the UK.