About the Role Xero Shoes is looking for a CRM & Lifecycle Marketing Manager to join our eCommerce team and lead lifecycle communications across email, SMS, and loyalty. This role is critical in deepening our customer relationships, increasing retention and lifetime value, and building stronger emotional connections to our brand purpose: unlocking natural movement and personal freedom. The CRM Manager will design and execute breakthrough, data-driven retention strategies that keep customers engaged beyond their first purchase and turn them into passionate brand advocates. With a customer-first mindset and a deep understanding of the end-to-end journey, this role will bridge performance marketing with brand storytelling — ensuring every communication reflects who our customer is, what motivates them, and how Xero can be their long-term footwear brand of choice. What You’ll Do Retention & Lifecycle Strategy • Develop and implement a best-in-class retention and lifecycle marketing strategy that addresses current challenges in LTV, brand equity, and direct traffic. • Lead campaigns that balance performance goals with brand-building — from onboarding and post-purchase flows to loyalty, re-engagement, and surprise-and-delight moments. Segmentation & Personalization • Design segmentation and personalization strategies that speak to both core barefoot enthusiasts and broader lifestyle/performance consumers. • Use customer insights to tailor content by category (performance, lifestyle, trail, court) and strengthen cross-channel consistency. Email & SMS Campaigns • Own the planning, coding, testing, and optimization of email and SMS campaigns in Klaviyo (or similar ESP). • Continuously refine triggers, creative, and copy to maximize open, click, and conversion rates while reinforcing Xero’s brand voice and purpose. Brand Storytelling & Advocacy • Integrate Xero’s brand purpose into lifecycle programs — ensuring communications reflect not just promotions, but also storytelling, product innovation, and cultural relevance. • Partner with brand and influencer teams to amplify UGC, reviews, and community storytelling within CRM channels. Testing & Innovation • Build a testing roadmap (subject lines, content, timing, channel mix) to continuously improve retention outcomes. • Monitor competitors and industry best practices to keep Xero ahead of trends in personalization, loyalty, and lifecycle design. Customer Insights & Analytics • Partner with analytics to extract actionable insights from acquisition sources, order behavior, cohorts, and churn drivers. • Report on key retention metrics (repeat rate, LTV:CAC, churn) and translate findings into strategy shifts. • Establish dashboards and QA processes to ensure high-quality outputs. Loyalty Program • Play a key role in the upcoming loyalty program launch, ensuring it delivers value to customers, reduces reliance on discounting, and builds repeat engagement over time. Cross-Functional Collaboration • Work closely with eCommerce, Brand, Product, and Influencer Marketing to ensure CRM strategies are integrated with broader campaigns and product launches. Qualifications • 4+ years of CRM, retention marketing, or lifecycle management experience (email/SMS focus required). • Strong understanding of ESPs, automation, personalization, and lifecycle best practices (Klaviyo experience preferred). • Experience leveraging customer data to drive segmentation, testing, and ROI. • Proven track record in building retention programs that improve repeat rate and LTV. • Excellent communication skills and ability to collaborate cross-functionally. • Strong analytical mindset, with the ability to translate insights into strategy and execution. • Experience with loyalty program design/management is a plus. • Knowledge of eCommerce platforms, Google Analytics, and Excel. Passion for movement, wellness, and brand-led storytelling. Job Type: Full-time, based in Broomfield, CO, reporting to our Director of Brand Marketing Pay: The annualized salary for this position ranges between $115,000.00 - $125,000.00 DOE This range is an estimate based on potential employee qualifications, operational needs, and other considerations as permitted by Colorado Equal Pay Transparency Rule 4.1.2.  Other rewards may include annual bonuses, short- and long-term incentives, and equity awards. Benefits Include: • Medical and dental upon employment • Additional employee-funded ancillary benefits, such as qualified HSA, or FSA, and Voluntary Life / AD&D, Accidental, Critical Care, etc., are also available if you choose to participate • 401k eligible after 3 months of employment • Xero Shoes provided life insurance • Employee bonus and incentive plans • Sick and vacation accrual Why Join Xero Shoes This role is an opportunity to directly impact one of the brand’s most critical growth levers: deepening consumer connection and improving lifetime value. You’ll help transform how Xero communicates with its community — not just selling shoes, but building advocacy, retention, and long-term growth.