Lifecycle & Loyalty Marketing Manager

Summary

Join Backcountry as a Lifecycle & Loyalty Marketing Manager and design and evolve the cross-channel lifecycle strategy, focusing on growing customer lifetime value and loyalty. Execute end-to-end lifecycle campaigns, including segmentation, personalization, and analysis. Lead the implementation and optimization of the loyalty program. Serve as the CRM expert, monitoring platform health and responding to incidents. This role blends strategy and execution, offering opportunities for initiative and growth within a fast-paced e-commerce environment. The ideal candidate will have 4+ years of experience in CRM, retention, or email marketing, preferably in e-commerce, along with strong analytical and organizational skills.

Requirements

• 4+ years of experience in CRM, retention, lifecycle, or email marketing—preferably in a fast-paced e-commerce or DTC environment
• Experience hands-on in executing email marketing campaigns using ESPs
• Strong organizational skills with meticulous attention to detail
• Strong analytical skills—you can comfortably interpret data, run tests, and make data-driven marketing decisions
• A collaborative attitude—you build positive relationships and communicate effectively across teams

Responsibilities

• Design and evolve Backcountry’s cross-channel lifecycle strategy—with a sharp focus on growing LTV, repeat purchase rate, frequency, and long-term customer satisfaction
• Own end-to-end lifecycle campaign execution, including segmentation, journey logic, dynamic content personalization, QA, deployment, and analysis
• Lead the implementation and optimization of our loyalty program, anchored in customer insights, commercial impact, and seamless integration across our systems
• Serve as the go-to expert on what our CRM platform can (and can’t) do—and how to push its limits. Stay ahead of trends in CRM tech, deliverability, and operational best practices
• Monitor platform and campaign health—bounces, complaints, deliverability issues, and data sync errors—and own incident response plans

Benefits

• Paid time off policies
• 401(k)/RRSP match
• Medical/dental/vision and a variety of supplemental policies
• Employee discounts at our portfolio companies