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About the Role The Email and SMS Marketing Manager is responsible for leading, executing and scaling our Email, SMS, Mobile Wallet and retention marketing strategies. You will build an email and SMS program and make a real impact. Reporting to the Director of Growth Marketing, you will be the architect of our email and SMS journeys - leveraging Klaviyo and Vibes Mobile Wallet to drive customer lifetime value, repeat purchases, and active loyalty program participation across our digital and 900+ store footprints. You will combine expertise in journey flow automation, audience segmentation, and mobile-first messaging to turn casual shoppers into long-term brand advocates.

Key Responsibilities:

Email and SMS Journey Architecture & Flow Optimization Design, execute and continuously optimize automated multi-channel journeys in Klaviyo (Welcome, Post-Piercing, Post-Purchase, Re-engagement, etc.). Design mobile wallet campaigns through Vibes, driving in-store and online redemptions, push notifications, and digital offer engagement. Partner with loyalty to integrate the program (tiers, point balances, reward drops) directly into messaging streams. Audience Segmentation & Channel Health Define and build targeted customer segments based on purchase frequency, retail vs. online affinity, category interest, and engagement state. Oversee list growth strategies, subscriber opt-in flows, list hygiene, deliverability, and strict SMS/Mobile Wallet compliance (TCPA/CTIA). Manage message frequency capping and cross-channel orchestration to prevent customer fatigue between Email, SMS, and Wallet notifications. Testing, Analytics & Performance Establish a structured A/B testing framework across subject lines, creative assets, SMS copy, send times, and dynamic journey paths. Monitor and report on core email and SMS metrics (incremental revenue, CTR, conversion rates, mobile pass save/redeem rates, customer churn, etc.). Turn quantitative performance data into strategic iterations for future campaign maps.

Qualifications:

Education:

Bachelor's degree in marketing, Communications, Business, or a related field or equivalent experience.

Experience:

5+ years of dedicated email and SMS marketing experience (brand or agency). Direct, hands-on experience building email and SMS programs and journeys.

Competencies Strong analytical skills:

ability to evaluate multi-touch journey attribution and cohort retention metrics. Deep understanding of mobile-first engagement for youth fashion/retail audiences. Collaborative project manager capable of coordinating creative assets, tech integrations, and brand priorities.