Senior Manager of CRM & Lifecycle Marketing

About the Role:

The Senior Manager of CRM & Lifecycle Marketing  / CRM & Lifecycle Marketing Lead is responsible for maximizing current and potential customer engagement across owned marketing channels. The ideal candidate will have experience with strategizing and executing marketing automation, segmentation, and complex workflow builds to drive customer growth, purchase, referral, retention, and winback. This role is motivated by both data-driven and creative obstacles and is equally excited by analytics as they are campaign brainstorming. As a team of one (for now), you’re in a prime position to build off a strong foundation while setting a vision and growth strategy for the future of our CRM and lifecycle marketing.

This position is 100% remote.

• Own CRM and lifecycle marketing from start to finish, in partnership with brand marketing, creative, growth marketing, data, and customer service teams. Define and drive our CRM and lifecycle strategy while empowering others who rely upon the channels you own. 
• Constantly generate and execute new approaches for engaging our customers through the subscription lifecycle through channels including but not limited to email, SMS, website, and push notifications.
• Act as an internal subject matter expert to communicate and implement best practices to increase the success of other campaigns through these channels.
• Manage campaigns and programs across the customer lifecycle, from inception to execution and analysis, with the goal of maximizing metrics such as capture, conversion, AOV, NPS, LTV, referral, and winbacks. 
• A/B tests across your channels and work closely with data, product, and marketing to develop and execute new testing strategies.
• Create and drive segmentation strategies for CRM customization using demographic and behavioral data.
• Leverage data to prioritize initiatives, including automated dashboards to measure and report on campaign progress and effectiveness.
• Monitor channel performance and collaborate with the product/engineering team to inform new growth and retention/engagement strategies. 
• Develop weekly, monthly, and ad hoc reporting on performance and cultivate a culture of iteration and experimentation to optimize performance.
• Work cross-functionally with the marketing, creative, and customer service teams to bring visibility to key content, features, and programs.
• Drive loyalty through program development, expansion, and management of Thistle’s unique offerings that set us apart from our competition.
• Perform other duties as assigned to support the department's efficient and effective operation and to help make Thistle a great place to work!

• Experience using today’s modern ESPs (especially Klaviyo), Google Analytics, and Google Workspace.
• Experience with content personalization and managing the customer lifecycle from email capture onward within a lean growth/marketing team. 
• Outstanding problem-solving, analytical, and communication skills.
• Experience with HTML and CSS. Tableau and SQL experience is a plus. 
• You possess a healthy balance of qualitative and quantitative talent. You can anticipate and articulate what will energize our customers while also performing the technical tasks required to reach them with precision. 
• Selfless and hands-on. We're a fast-growing startup that makes a lot with a little and thrives on collaboration across disciplines. 
• Perfectionist stickler. You know how it goes with CRM — the details matter, so you need to love setting a high bar and getting it all right every time. 
• 5+ years experience in email/CRM/retention/lifecycle marketing within the consumer category, ideally at an early-to-mid stage, high-growth startup.

Get to Know Thistle

Thistle was founded in 2013 with a mission to make it easy to get and stay healthy while improving the sustainability of our food system. We deliver delicious, ready-to-eat plant-forward meals, snacks, and cold press juices to our customers’ doorsteps to empower our customers to improve personal and planetary health by eating more plants. To date we’ve delivered over 20 million nourishing meals to customers across the West and East Coast and we’re just getting started! The San Francisco Business Times named us one of the Top 100 Fastest Growing Private Companies in the Bay Area in 2023. Inc. awarded us Best in Business in 2022 among companies that “go above and beyond” in both food and sustainability sectors, and recognized us in the 2024 Inc. Regionals list of the fastest-growing companies in America by region.

We are mission-driven and share a growth mindset. Our values guide our approach to crafting our healthy products, solving problems, and working collaboratively. As a Thistler, you'll help transform the health of people and the planet by living our core values every day.

Be Human: We’re always willing to learn and aim to empower the people around us. 

Think Bigger: We’re here to do more today than we did yesterday, and we figure it out together. 

Build the Future: We tackle every day with the positive attitude of someone who can see the future and knows how bright it is. 

Make a Lot with a Little: We get creative and look for ways our resources can take us as far as possible.

Lead with Purpose: Our mission guides our decisions and gives our work meaning.

Diversity, equity, and inclusion are essential values at Thistle. We know we do our best and most impactful work when we feel we are represented and belong. We're proud to actively recruit and hire talented people from a wide variety of backgrounds and experiences. We do not discriminate based on race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.