Company Overview Paka was founded in 2016 in Cusco, Peru when its founder, Kris Cody, came across an alpaca sweater in an artisan market. He had never touched anything as soft and lightweight. Kris began living alongside a family of Quechua weavers with a dream to bring alpaca fiber to the outdoors industry; at the time, alpaca fiber was mainly used in high fashion apparel, and he saw the opportunity to harness its incredible function (having evolved in one of the most rugged climates on Earth). Fast forward 7 years, and Paka has connected hundreds of thousands of customers back to where their clothing comes from, who made it, and what it’s made of. A Certified B Corp, Paka’s mission is to create versatile, sustainable alpaca apparel for the outdoors, fostering a deeper connection to nature and uplifting Peruvian communities. Paka donates 1% of its revenues directly back to the communities where its clothing is sourced, from financing university tuition for young Peruvian women to building greenhouses in the rural Andes for the alpaquero communities. All of its products are made with Traceable Alpaca fiber. Paka is now at a pivot point in its global journey. The Role We’re looking for a Retention Manager to help us deepen our relationships with customers and cultivate long-term brand loyalty. This role is ideal for someone who not only understands the mechanics of retention and lifecycle marketing but also sees it as a chance to build a meaningful connection with every email, text, and surprise-and-delight moment. You’ll lead the strategy and execution of our email, SMS, and loyalty programs with heart, integrity, and a keen eye for both performance and storytelling. You’ll partner closely with our Creative and Customer Happiness teams to create seamless journeys that honor our customers and reflect the soul of our brand. What You’ll Do • Own our customer lifecycle strategy — Partner with the VP of E-Commerce to design and execute end-to-end lifecycle campaigns and flows, using segmentation andwi personalized content within campaigns and flows to drive meaningful engagement and long-term retention. • Build and scale our email and SMS programs — Lead channel strategy and execution using Klaviyo and Attentive (or similar). Partner closely with Brand Marketing to ensure every message reflects PAKA’s voice, values, and visual identity. • Develop journeys that increase lifetime value and connection — Consistently test and iterate on flows to drive engagement and revenue. Create thoughtful surprise-and-delight moments, nurture touchpoints, and personalized retention experiments that make customers feel seen and valued. • Design and manage loyalty and referral programs — Lead and evolve PAKA’s loyalty strategy to increase purchase frequency, deepen brand connection, and reward engagement, ensuring every touchpoint feels human and mission-aligned. • Manage and grow PAKA’s Pro Program — an exclusive initiative offering discounts and benefits to outdoor professionals and industry partners. Evolve the program into a compelling community that drives repeat purchasing, deepens advocacy, and builds lasting relationships with PAKA’s core customer segments. • Analyze and report on performance — Build a reporting system that measures the true value of CRM communications (resolving over-attribution challenges with Klaviyo/Attentive). • Turn insights into action — Analyze KPIs such as repeat purchase rate, churn, LTV, engagement, and cohort behavior, translating findings into testable hypotheses, experiments, and optimizations. • Collaborate across the business — Partner with Product, Merchandising, CX, and E-Commerce to align on product calendars, customer feedback, and data-backed opportunities. • Protect and amplify our brand integrity — Ensure every customer-facing message, from replenishment flows to win-back offers, is thoughtful, grounded, and aligned with our mission. • Stay ahead of the curve — Bring a sharp eye on emerging trends in retention, lifecycle marketing, loyalty, and customer experience; translate inspiration into ideas to test and scale. Who You Are • A strategic thinker with 5+ years of hands-on experience in lifecycle marketing (ideally with a DTC/e-commerce native brand; apparel a plus). • Technically savvy with CRM platforms and comfortable custom coding templates when necessary to ensure communications represent the brand effectively. • Fluent in email and SMS platforms (Klaviyo, Attentive preferred) with deep knowledge of platform data infrastructure, segmentation, automation, testing, and optimization. • Able to balance performance goals with brand language and long-term customer engagement. • Data-driven yet creative — distilling performance into actionable insights while crafting experiences that feel human and on-brand. • Skilled at briefing creative, collaborating with tech teams, and presenting results to stakeholders to build alignment and momentum. • Views retention not just as a post-purchase tactic, but as a full-funnel relationship strategy. • A strong cross-functional collaborator who thrives in fast-paced, purpose-driven environments. • Deeply aligned with PAKA’s mission, drawn to sustainability, storytelling, and building a brand that honors its roots and inspires people to connect with nature. Why Join Us At PAKA, we believe that culture is the soil of our company. When it’s rich with curiosity, clarity, and care, everything can grow. We’re building a business rooted in purpose, and this role is your opportunity to shape how that purpose comes to life for our customers — helping them feel the same connection to nature and craft that inspires everything we do. Title: Retention Manager Reports to: Vice President, E-Commerce & Digital Location: Denver, CO (Hybrid), Open to Remote Compensation: $95K–$115K