CRM & Lifecycle Marketing Manager - Beauty

Our Beauty & Wellness division empowers consumers with trusted products that support self-care, from salon-quality styling tools to wellness devices like humidifiers and air purifiers. Our innovative products and solutions promote healthy living, elevating the lives of consumers every day. This business unit includes Braun, PUR, Honeywell, Vicks, Hot Tools, Drybar, Curlsmith, and Revlon brands, and this role may support one or more of these brands.

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Position: CRM & Lifecycle Marketing Manager, Beauty

Department: Marketing for Curlsmith

Work Location: Boston, MA: Hybrid (3 days onsite per week)

Hybrid Schedule: At Helen of Troy, we embrace a flexible hybrid work model designed to support collaboration and productivity. For roles eligible for hybrid work, our standard schedule includes in-office collaboration from Tuesday through Thursday, with the option to work remotely on Mondays and Fridays. Any updates to this model will be communicated in advance. Please note that hybrid eligibility and schedules may vary based on business needs and manager expectations.

What you will be doing:

Creative & analytical with strong consumer insight and meticulous attention to detail as well as a test and mentality to learn, this role manages the key channels which communicate directly with Curlsmith’s consumers. Acting as a strategic driver of engagement and retention, the role has a strong dotted-line relationship with Organic Social, another critical direct communication channel.

Focused on building 1st party data and audience engagement, drive frequency and value of repeat purchases. Working closely with DTC eCommerce team, broader marketing team, product reviews and customer service to build customer LTV.

Strategy & Implementation 

• Own the customer retention strategy, leading on the reporting and optimization of relevant KPIs to drive customer lifetime value and reduce churn.
• Build a thorough understanding of our customer base that enables improved segmentation, audience targeting and personalization across all available channels. 
• Own the delivery of a testing and optimization roadmap working with stakeholders and external (agency) resources to continuously improve our customer touchpoints. 
• Cross-Functional collaboration. Partner with Marketing, Customer Service, Sales and Product teams to communicate, scale, and make the most of automation opportunities, ensuring winning strategies are efficiently deployed and maintained. 
• Objective setting and execution driving product & service reviews, product Q&As and NPS. 
• Agency management – maximize ROI from investments in tools and services through effective agency management and performance oversight.

Email/SMS campaign planning & coordination 

• We already have a loyalty program and subscription scheme in place, and you will play a role in reviewing and optimizing it to maximize engagement and retention.
• Develop and manage our email campaigns and automations overseeing all campaign development and content. 
• Work with internal and external creative resources. We have limited copywriting capabilities so strong written communication skills are required. 
• Working with the DTC team, ensure we meet commercial and engagement objectives from this key sales-driving channel. 

Loyalty & Subscriptions 

• Create and implement annual strategies to accelerate growth and exceed goals for loyalty and subscription base targets.
• Going forward you will utilize loyalty data to drive curlsmith.com’s point-of-differentiation to build CR and LTV 
• Enhance and optimize the performance of our existing subscription program to maximize commercial outcomes and customer retention.

Analytics and goal setting 

• Measuring & reporting channel performance metrics, list growth, and customer cohort performance. 
• Manage channel performance forecasts and weekly/monthly KPIs 
• Working with the Customer Service team, monitoring consumer feedback (NPS) and fulfilment reporting to ensure best-in-class consumer experience. 

Team Partnership and Accountability

• Working in close partnership with other roles and team members across the Prestige Beauty portfolio. Provide expertise to influence overarching marketing strategies that will align with shared DTC goals.   
• Provides indirect leadership to Digital Experience team members regarding best-in-class ecommerce consumer experience.  
• Exhibit and foster best practices regarding effective time use/meeting, communication, and cross-functional teamwork  

Skills needed to be successful in this role:

• Strong analytical mindset with expertise in CRM, customer retention, lifecycle marketing, customer cohort analysis, and LTV forecasting.
• Proficiency in customer segmentation, RFM modeling, personalization strategies, and retention-focused marketing programs.
• Ability to develop and execute customer retention strategies, including loyalty and subscription programs.
• Data-driven decision maker with the ability to assess, interpret, and act on performance results.
• Experience leveraging automation tools, testing frameworks, and optimization methodologies to improve campaign performance.
• Creative thinker with a strong understanding of consumer behavior, engagement, and customer journey management.
• Strong organizational skills with the ability to manage multiple priorities in a fast-paced environment.
• Excellent presentation, written, verbal, and cross-functional collaboration skills.
• Proven ability to influence, mentor, and build effective working relationships across teams and organizational levels.

Minimum Qualifications:

• Bachelor's degree in Business, Marketing, or a related field.
• 7+ years of experience in CRM, Digital Marketing, Direct Marketing, or Lifecycle Marketing roles.
• Hands-on experience with Email Service Provider (ESP) platforms, including campaign testing and optimization.
• Experience managing customer retention initiatives, including loyalty and subscription programs.
• Experience with eCommerce platforms such as Shopify.
• Proficiency with email and SMS marketing platforms.
• Demonstrated success driving eCommerce revenue growth through CRM and retention marketing strategies.
• Experience utilizing marketing automation tools and test-and-learn methodologies.
• Authorized to work in the United States on a full-time basis.

In Massachusetts, the standard base pay range for this role is $82,170 - 102,712 annually. This base pay range is specific to Massachusetts, and may not be applicable to other locations. Actual salaries will vary based on several factors, including but not limited to location, experience, skill level, and performance. The range listed is just one component of the total compensation package for employees.   

Benefits: Salary + Bonus, Healthcare, Dental, Vision, Paid Holidays, Paid Parental Leave, 401(k) with company match, Basic Life Insurance, Short Term Disability (STD), Long Term Disability (LTD), Paid Time Off (PTO), Paid Charitable (volunteer) Leave, and Educational Assistance.  

Wondering if you should apply? Helen of Troy welcomes people as diverse as our brands! Have the confidence to come as who you are because your point of view, skills, and experience will make us stronger. If you're eager to share new ideas and try new things, we want to hear from you.  

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For more information about Helen of Troy, visit www.helenoftroy.com. You can also find us on LinkedIn, and Glassdoor.

Helen of Troy is an Equal Opportunity/Affirmative Action Employer.  We are committed to fostering a diverse and inclusive workplace where all employees can thrive.  Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, pregnancy, genetic information, disability, status as a protected veteran, or any other protected category under applicable federal, state, and local laws.

We will provide individuals with disabilities with reasonable accommodations to participate in the job application process.  To request an accommodation, please contact Human Resources at (915) 225-8000. 

Founded in 1968, Helen of Troy is a leading global consumer products company with operations across North America, South America, Europe, and Asia.  Our portfolio includes trusted brands such as OXO, Hydro Flask, Osprey, Honeywell, PUR, Braun, Vicks, Hot Tools, Drybar, Curlsmith, Revlon, and Olive & June – many of which rank among the top brands in their consumer goods categories.

We grow and strengthen our brands through innovation, operational excellence, and a collaborative culture focused on delivering exceptional products and experiences for consumers worldwide.

The above statements are intended to describe the general nature and level of work performed and are not intended to be an exhaustive list of responsibilities.

Management reserves the right to modify the duties and responsibilities of the position at any time.