Lifecycle & Email Marketing Manager

At the Core of outdoor leisure

We are the world's largest hot tub and spa cover manufacturer. We manufacture spa cover lifters, spa steps, and adjacent cut-and-sew products, such as cushions, furniture covers, umbrellas, and much more. Core Covers is a critical supplier within the hot tub and spa industry and utilize the best technology available to manufacture and manage fulfilment for our valued customers. We have vast and diverse experience in serving hot tub and spa OEMs, dealers and distributors, and e-tailers across North America and Europe. With a rich history of providing top-tier products to our customers, we take pride in our commitment to innovation, quality, and customer satisfaction.

Job Summary

We're hiring a Lifecycle & Email Marketing Manager to own and grow our email channel from the ground up. This is a high-ownership role for someone who wants to build, not maintain. You'll be responsible for driving revenue through email, designing the full customer lifecycle from first purchase to long-term retention, and building the programs that increase customer lifetime value across a growing product catalog. That means expanding our communicable database, developing automated journeys that keep customers engaged well beyond their first purchase, and building a review strategy that turns first-time buyers into loyal advocates. If you're a data-driven marketer who understands that the real opportunity in email is not just the first conversion but everything that comes after, this role is for you.

Responsibilities

EMAIL STRATEGY & EXECUTION

• Own and manage the email marketing calendar in alignment with the broader marketing and merchandising roadmap.
• Collaborate cross-functionally with marketing team to brief and review email templates, ensuring brand consistency and accessibility compliance.
• Manage the full email production workflow from creative brief through deployment, including HTML/CSS quality assurance and rendering across clients (Litmus or Email on Acid).
• Conduct A/B and multivariate testing across all campaign variables and document learnings in a testing log for ongoing optimization.
• Build, manage, and optimize a full suite of automated flows: welcome, browse abandonment, cart abandonment, checkout abandonment, product lifecycle, post-purchase (review request, cross-sell, replenishment), win-back, sunset/suppression.
• Define trigger logic, branching conditions, and conditional splits within flows to deliver contextually relevant messaging based on purchase history, product type, and engagement behavior.
• Implement a robust subscriber acquisition strategy using embedded site forms, exit-intent pop-ups, and post-purchase opt-in prompts.
• Manage list hygiene including regular suppression of unengaged subscribers, bounce management, and spam complaint monitoring via tools like Google Postmaster and Klaviyo deliverability dashboards.
• Develop a sunset flow strategy to re-engage or suppress chronically inactive subscribers before they impact sender reputation.
• Build and maintain a dynamic segmentation architecture in Klaviyo using RFM (recency, frequency, monetary) scoring, product category affinity, and engagement tiers.
• Leverage Klaviyo's predictive analytics (predicted LTV, churn risk) to prioritize high-value segments for retention investment.
• Personalize email content using dynamic content blocks based on customer purchase history, geography, and lifecycle stage.
• Develop and manage a dedicated B2B email program targeting dealer and distributor partners, with messaging and cadence that reflects the distinct needs of trade customers versus end consumers, including product availability updates, program announcements, promotional opportunities, and seasonal campaigns.
• Define the B2B email strategy including audience segmentation by partner type, a content and cadence framework tailored to trade customer needs, and a measurement approach that tracks engagement and pipeline influence across the dealer and distributor network.

REVIEWS & SOCIAL PROOF

• Build and execute a comprehensive customer review program designed to generate a consistent, high volume of authentic reviews across key platforms including Google, Trustpilot, and on-site product review widgets.
• Develop a multi-touch post-purchase email sequence that drives review submissions, with messaging tailored to specific DTC product lines, customer experience, and natural usage timeline (accounting for the fact that customers need time to use the product before they can meaningfully review it).
• Test and iterate on review solicitation strategy including outreach timing, subject line treatment, incentive structure (discount vs. no incentive), and platform destination to maximize submission rate and review quality.
• Syndicate reviews and user-generated content back into email campaigns and automated flows as dynamic social proof elements, using authentic customer language and ratings to improve conversion for prospects who are still comparing options.
• Develop a segmentation strategy for review outreach that accounts for product type, purchase recency, and customer satisfaction signals, prioritizing high-satisfaction cohorts for public review requests and routing detractor signals toward customer service recovery flows before they become negative public reviews.
• Monitor review performance metrics including submission rate, average rating, review velocity, and platform distribution, and use those insights to continuously refine outreach cadence and messaging.
• Partner with the product and merchandising teams to ensure new product launches are supported by a review acquisition plan from day one, building social proof quickly on new SKUs where it is most needed to support conversion.

MEASUREMENT & REPORTING

• Establish baseline performance metrics across the email channel in the first 30 days, documenting the current state of revenue attribution, list size, engagement rates, flow performance, and deliverability health to create a clear foundation for measuring progress.
• Build and maintain a recurring performance dashboard that tracks core email KPIs including attributed revenue, revenue per recipient, list growth rate, unsubscribe and churn rate, flow versus campaign revenue split, repeat purchase rate, and overall channel ROI.
• Define and monitor deliverability metrics including inbox placement rate, spam complaint rate, bounce rate, and sender reputation scores across major inbox providers, and maintain a proactive response protocol when thresholds are breached.
• Develop a customer lifetime value reporting framework that connects email engagement behavior to downstream purchase outcomes, tracking how lifecycle flows and retention campaigns influence LTV by customer cohort.
• Conduct regular A/B and multivariate test analyses across campaigns and flows, maintaining a structured testing log that documents hypotheses, results, and applied learnings to ensure optimization is systematic rather than ad hoc.
• Build segmentation performance reporting to evaluate how different audience segments respond to email over time, identifying which cohorts drive disproportionate revenue and where engagement or conversion is underperforming relative to expectations.
• Produce a monthly email performance report for leadership that goes beyond surface metrics, providing clear commentary on variance drivers, wins, underperformance, and a prioritized set of recommendations for the period ahead.
• Partner with the broader marketing and e-commerce teams to align on attribution methodology, ensuring email-driven revenue is measured consistently across platforms and that cross-channel interactions are accounted for in performance analysis.

Qualifications

• Bachelor’s degree in Marketing, Commerce, Business or equivalent experience
• 3-5 years of hands-on experience in email marketing and lifecycle management, ideally within consumer goods, ecommerce, or home/outdoor product industries.
• Proven success managing marketing campaigns across both B2C and B2B channels.
• Demonstrated experience owning the email channel end-to-end, not just executing within a larger team.
• Proven track record of growing a subscriber list and improving retention or repeat purchase metrics through email.
• Experience building and optimizing automated flows.
• Proficient in the Klaviyo platform, experience using Shopify Plus.
• Working knowledge of email deliverability principles including list hygiene, sender reputation, and inbox placement
• Basic HTML and CSS knowledge
• Experience with Yotpo an asset.
• Comfortable working independently in Google Analytics or a comparable analytics tool to pull and interpret performance data.
• Ability to build and maintain reporting without relying on a dedicated analyst.
• Experience with A/B testing methodology and translating test results into documented, actionable learnings.
• Self-starter who can operate with limited oversight and build programs with little existing infrastructure.
• Strong written communication skills with demonstrated ability to adapt tone and voice across audience segment.
• Ability to manage multiple projects simultaneously and prioritize effectively in a fast-moving environment.
• Collaborative cross-functional partner, particularly with product, merchandising, sales, and creative teams.

Benefits

• Fully remote position
• Extended medical and health coverage that includes medical, dental and vision.
• Basic life insurance, disability and wellness programs.
• Unlimited paid holidays and generous paid time off.