Lifecycle Marketing Manager – Email, SMS & Retention

LUS Brands (“Love Ur Self”) is the Toronto-based company behind Love Ur Curls® and Love Ur Curls Kids (LUCK™) a hair care brand on a mission to simplify curl care and help people embrace their natural curls.

Since launching in 2017, we’ve sold 10+ million bottles worldwide and built a passionate global community around our belief that you are more than a hair type. Today, we continue to innovate with high-performing, science-backed products that help people care for and style their curls Your Curls, Your Way™.

We’re an agile, action-oriented, AI-forward team where everyone is empowered to take ownership, think boldly, and collaborate. At LUS, you’ll be challenged to solve new problems, and help shape what comes next. If you’re looking for a place where your ideas matter and your work can make a real impact, apply below. To learn more, visit loveurcurls.ca.

THE OPPORTUNITY

We are looking for a data-driven, creative, and forward-thinking Lifecycle Marketing Manager – Email, SMS & Retention to own the retention strategy for a customer database of approximately 1.5 million, and remain hands-on building the email, SMS and automated lifecycle programs that drive repeat purchase and customer lifetime value.

In this role, you will be the driving force behind turning one-time buyers into lifelong brand advocates, directly impacting Customer Lifetime Value (LTV) and repeat purchase rates.

The ideal candidate is an early adopter of AI marketing technologies who knows how to blend traditional retention strategies with cutting-edge AI tools. You will use AI to scale hyper-personalized creative copy, optimize send times, and analyze predictive data to anticipate customer behaviour and eliminate churn.

WHAT YOU’LL DO

Campaign Execution & Production

• Manage the daily deployment of all email marketing campaigns, including promotional calendars, product launches, newsletters, and seasonal sales.

• Utilize generative AI tools (e.g., ChatGPT, Claude, Jasper, Copy.ai) to rapidly generate, iterate, and test high-converting subject lines, preview text, and email body copy at scale.

• Build, test, and schedule emails within our Email Service Provider (ESP) (e.g., Klaviyo), ensuring flawless rendering across all devices and email clients.

• Perform rigorous Quality Assurance (QA) on every send—checking links, discount codes, tracking parameters (UTMs), and formatting.

Lifecycle Marketing, Automation & Predictive Analytics

• Optimize and maintain automated customer flows (e.g., Welcome Series, Abandoned Cart, Win-Back) utilizing native ESP machine learning features like predictive churn risk and next-best-product recommendations.

• Implement AI-driven Send Time Optimization (STO) and dynamic frequency capping to ensure users receive messages precisely when they are most likely to engage.

• Integrate email strategies with supporting retention channels, such as SMS marketing, push notifications, and loyalty programs, for a seamless omni-channel experience.

Advanced Segmentation & Cohort Management

• Build dynamic customer segments using AI-driven predictive modeling (e.g., predicting future value, expected next purchase date, and engagement tiers).

• Execute hyper-targeted campaigns tailored to specific personas, using smart-segmentation tools to minimize unsubscribe rates and maximize content relevance.

• Monitor database health, implementing automated list-cleaning strategies to maintain stellar domain health and inbox deliverability.

Performance Analysis & A/B Testing

• Run continuous multivariate tests on layout design, calls-to-action (CTAs), and AI-generated copy variations to consistently improve open and click-through rates.

• Leverage AI analytics platforms to deeply analyze campaign performance, looking past basic metrics (Open and Click rates) to evaluate Revenue per Email (RPE) and long-term cohort behavior.

• Translate complex data sets into actionable weekly reports, utilizing AI data tools to uncover hidden trends in customer retention and subscription lifecycles.

WHAT YOU BRING

• Experience: 4-6 years of hands-on experience in email marketing and customer retention, preferably in an e-commerce, D2C, or subscription-based business.

• Platform Expertise: High proficiency with leading enterprise ESPs—Klaviyo experience is highly preferred.

• AI Tech Stack Literacy: Demonstrated experience using AI tools for creative generation (e.g., prompt engineering for copy assistants)

• Analytical Mindset: Comfortable working with predictive data, attribution models, and web analytics tools (e.g., Google Analytics 4).

• Attention to Detail: An eagle eye for typos, broken links, and formatting glitches—you take pride in error-free execution.

• Agility & Curiosity: A natural curiosity for emerging marketing technologies and a passion for finding automated, smarter ways to work.

WHY YOU'LL LOVE WORKING HERE

At LUS Brands, you'll have the opportunity to make a visible impact at a growing Canadian beauty brand. You'll work in a hands-on, entrepreneurial environment where ideas move quickly, alongside a collaborative team that values passion, humility and thoughtful execution.

OUR HIRING COMMITMENT

LUS Brands is committed to creating an inclusive and accessible recruitment experience. We welcome applicants with diverse backgrounds, experiences and perspectives. If you require accommodation at any stage of the recruitment process, please let us know and we will work with you to meet your needs. We know that strong candidates do not always match every qualification exactly. If this role excites you and your experience is closely aligned, we encourage you to apply.