Job Description
Company Description GENTLE MONSTER, founded in 2011 by IICOMBINED, is a globally recognized fashion eyewear brand renowned for its innovative designs and trend-setting collections. With a focus on creativity and experimentation, the brand delivers value through distinctive products, unique spaces, and forward-thinking campaigns. IICOMBINED also manages TAMBURINS, an avant-garde perfume brand, and NUDAKE, a dessert brand that fuses art and fashion to redefine traditional culinary experiences. Together, these brands embody a commitment to innovation, creativity, and aesthetic excellence. Role Description We are looking for a data-driven and strategic CRM Manager to lead Email, SMS, and loyalty program marketing for the U.S and Canada market. In this role, you will own the end-to-end lifecycle marketing roadmap—designing and executing CRM programs that connect customer touchpoints to increase Customer Lifetime Value (LTV), drive repeat revenue, and build long-term loyalty. Reporting to the Head of E-Commerce and working closely with the global CRM team at HQ, you will translate global CRM frameworks into locally relevant customer journeys whilemanaging day-to-day campaign execution across Email, SMS, and loyalty channels. This role sits at the intersection of customer data, lifecycle marketing, and retention experience design. Key Responsibilities 1. CRM Strategy & Lifecycle Management Develop and execute a comprehensive CRM strategy (Email, SMS, and loyalty) aimed at increasing retention, LTV, and repeat purchase rates, aligned with global CRM frameworks from HQ. Translate global CRM initiatives into locally relevant U.S& Canada customer journeys that reflect market-specific consumer behavior and expectations. Audit and optimize existing automated flows (Welcome Series, Abandoned Cart, Browse Abandonment, Win-Backs, Post-Purchase) and build new, complex journeys based on customer behavior. Map out the full retention journey—from discovery to repeat purchase—to identify friction points and opportunities for cross-selling and up-selling. Collaborate closely with the Growth and E-Commerce Merchandising teams on retention and subscription campaigns. 2. Execution & Operations Plan and execute CRM campaigns that connect multiple customer touchpoints, including email, SMS, retail/offline experiences, campaign activations, and brand launches or seasonal initiatives. Manage the end-to-end production of the Email and SMS calendar, ensuring a cohesive narrative and consistent customer communication throughout. Oversee the deployment of all campaigns within Salesforce Marketing Cloud, Klaviyo, and Attentive—ensuring precise segmentation, optimal timing, and high deliverability. Utilize project management tools to manage timelines, coordinating with Creative and Copy teams to ensure assets are delivered on time and on brand. Maintain consistent retention-focused communication across the entire customer journey, from discovery to repeat purchase. 3. Segmentation & Personalization Leverage Salesforce Marketing Cloud, Klaviyo, Attentive, and other platform data to build deep customer segments (e.g., VIPs, Churn Risks, High-Value Prospects, New Customers). Develop lifecycle programs that move customers through key stages: acquisition, first purchase, conversion, repeat purchase, and high-value customer development. Implement personalization strategies to deliver the right message to the right customer at the right time, including product discovery campaigns and cross-sell programs. 4. New CRM Channel & Loyalty Program Development Identify and develop customer communication channels to strengthen the brand’s direct relationship with customers in the U.S& Canada market. Explore and expand into SMS marketing, messaging platforms, community-driven engagement, and other emerging CRM channels. Grow the brand’s direct-to-customer communication ecosystem and develop a brand-focused loyalty program that drives long-term customer engagement and advocacy. 5. Agency & CRM Operations Management Manage relationships with external email marketing agencies and vendors responsible for campaign production and execution. Own campaign briefing, creative and content review, campaign scheduling, and execution quality control. Ensure all CRM campaigns are delivered with high quality, brand consistency, and alignment with both local and global standards. 6. Analytics, Insights & Optimization Monitor and report on core KPIs on a weekly and monthly basis: Open Rate, CT