About Afina
Afina is on a mission to transform the everyday shower into a healthier ritual. Our premium filtered showerheads remove chlorine, heavy metals, and other harmful contaminants from water, protecting your skin, hair, and overall health. Backed by 200,000+ happy customers, top-tier reviews, and a commitment to quality and transparency, we’re a fast-growing DTC brand at the intersection of wellness, beauty, and home innovation.
The Role
We’re looking for an experienced Email & SMS Retention Manager to own and optimize our customer lifecycle communications. You’ll be responsible for turning first-time buyers into lifelong Afina fans—driving repeat purchases, filter replacements, and brand loyalty through strategic, data-driven email and text campaigns. This is a high-impact role where you’ll directly influence revenue, LTV, and the overall customer experience.
Key Responsibilities
* Retention Strategy: develop and execute a comprehensive email and SMS retention strategy across the full customer lifecycle—from post-purchase onboarding to win-back and re-engagement campaigns.
* Email Marketing: plan, build, and optimize email campaigns and automated flows (welcome series, abandoned cart, post-purchase education, filter replacement reminders, VIP/loyalty, re-engagement, and more) using Klaviyo or a similar ESP.
* SMS/MMS Marketing: design and manage text message campaigns and automations that complement email touchpoints, driving timely engagement without over-messaging.
* Segmentation & Personalization: build sophisticated audience segments based on purchase behavior, engagement data, product type, and lifecycle stage. Craft personalized messaging that resonates with each segment.
* A/B Testing & Optimization: continuously test subject lines, send times, content formats, CTAs, and frequency to maximize open rates, click-through rates, conversions, and revenue per recipient.
* Content & Creative: write compelling copy and collaborate with the design team on email/SMS creative. Ensure all communications reflect Afina’s brand voice—clean, educational, wellness-forward.
* Filter Replacement Lifecycle: own the replenishment reminder strategy, ensuring customers are prompted to reorder replacement filters at the right time to maximize retention and recurring revenue.
* Analytics & Reporting: track and report on key retention metrics (repeat purchase rate, LTV, churn rate, revenue attribution by flow/campaign, list health). Use insights to iterate and improve.
* List Growth & Health: manage list hygiene, deliverability, compliance (CAN-SPAM, TCPA), and work with the acquisition team on opt-in strategies that build a high-quality subscriber base.
* Cross-Functional Collaboration: partner with product, customer experience, and growth teams to align retention messaging with launches, promotions, and customer feedback.
What We’re Looking For
* 3+ years of hands-on experience managing email and SMS marketing for a DTC or e‑commerce brand.
* Deep expertise with Klaviyo (strongly preferred) or comparable platforms (Attentive, Postscript, Omnisend, etc.).
* Proven ability to build automated flows and campaigns that drive measurable revenue and retention improvements.
* Strong copywriting skills with an eye for brand voice and customer‑centric messaging.
* Data-driven approach—comfortable analyzing campaign performance, building segments, and making decisions based on metrics.
* Understanding of email deliverability, list management, and compliance regulations (CAN-SPAM, TCPA, GDPR).
* Self‑motivated and organized, with the ability to manage multiple campaigns and deadlines simultaneously.
Nice to Have
* Experience in the beauty, wellness, skincare, or health/home category.
* Familiarity with subscription or replenishment business models.
* Experience with loyalty and referral programs (e.g., Yotpo, Smile.io, LoyaltyLion).
* Basic HTML/CSS skills for email template customization.
* Experience with Shopify and its ecosystem of apps and integrations.
* Background in customer lifecycle mapping or CRM strategy.
Why Join Afina
* Own a critical growth lever—retention is at the heart of Afina’s DTC strategy, and you’ll have real impact on revenue.
#J-18808-Ljbffr