CRM & Retention Manager

Customer Lifecycle Champion at maxbone: CRM & Retention Manager Are you ready to transform one-time pet parents into lifelong members of the maxbone pack? maxbone, part of the Wag! Group Co., is searching for a data-loving, customer-obsessed CRM & Retention Manager to own the lifecycle of every pup parent in our universe, with a special focus on driving subscription retention for our pet food vertical, Superfoods for Super Dogs. Embrace the freedom to build journeys that delight, segment audiences that convert, and write the playbook for how our customers fall in love with maxbone again and again. If you live for open rates, churn curves, and the perfect win-back flow, our team is eager to welcome you. This is a regular, full-time role working out of our Miami location.

What You Will Do

As the CRM & Retention Manager, you'll be the architect of every touchpoint a maxbone customer receives after they discover us. You'll take a fresh look at how we welcome, nurture, reward, and re-engage our pet parents, turning email, SMS, and loyalty into the engine that compounds revenue. Think of our customer database as your canvas, where segmentation, automation, and creative storytelling converge. We're searching for someone who sees Klaviyo, Recharge, and a well-built loyalty program as the foundation of a brand that lasts.

CRM & Lifecycle Marketing:

• Own the end-to-end customer lifecycle strategy across email and SMS (Klaviyo/Attentive), from acquisition onboarding through loyalty and win-back, with a relentless focus on growing subscriber retention for Superfoods for Super Dogs.

• Build, test, and optimize automated flows including welcome, abandoned cart, post-purchase, replenishment, subscription onboarding, churn prevention, cancellation-save, pause-and-swap, VIP, replenishment reminder, and win-back journeys.

• Develop and execute the lifecycle campaign calendar in partnership with Brand and Growth, ensuring every send is aligned with maxbone’s premium aesthetic and measurable business goals.

• Architect segmentation strategies using behavioral, transactional, predictive, and zero-party data to deliver highly personalized customer experiences.

• Lead A/B testing across subject lines, creative, offers, cadence, channel mix, and retention interventions, translating learnings into a documented optimization roadmap.

Retention & Subscription Strategy:

• Own subscriber retention KPIs end-to-end: churn rate, retention curves, reactivation rate, subscription LTV, and AOV expansion.

• Lead the strategy and optimization of Recharge subscription experiences, including subscriber onboarding, concierge-style retention journeys, cancellation flows, pause/swap experiences, subscription save offers, and account management touchpoints

• Diagnose churn drivers through cohort analysis and customer feedback, then build cancel-flow interventions, pause options, swap experiences, and save offers that meaningfully bend the curve.

• Partner with the DTC team on subscription funnel optimization, including trial-to-paid conversion, upgrade paths, and lifecycle-driven upsells and cross-sells.

• Lead the loyalty program strategy and execution, from points economy to tier design to member-exclusive moments that deepen emotional brand connection.

• Design and launch high-impact retention initiatives: referral programs, bundles, replenishment nudges, and milestone moments.

Analytics & Customer Intelligence:

• Build the retention reporting stack (dashboards, cohort views, LTV/CAC models, and channel attribution) and share insights that inspire action across the company.

• Conduct customer research, mine review and support data, and surface the "why" behind the "what" in every retention metric.

• Forecast subscription revenue, churn, and reactivation, and partner with finance on retention contributions to the P&L.

• Stay on the pulse of emerging CRM platforms, AI-driven personalization, and zero-party data strategies to keep maxbone ahead of the pack.

Cross-Functional Partnership:

• Partner closely with the Sr. Manager of DTC Growth on acquisition-to-retention handoffs, ensuring lifecycle programs amplify paid media efficiency.

• Collaborate with Brand and Creative to brief assets that perform without sacrificing the maxbone aesthetic.

• Work with CX and Operations to close the loop on customer sentiment, returns, and fulfillment experiences that shape retention.

Who You Are

You are part scientist, part storyteller, a marketer who finds beauty in a well-segmented audience and joy in a flow that converts. You think in cohorts, dream in journeys, and can't help but click through every brand's welcome series. You're comfortable owning a function as a "department of one," confident enough to set strategy and scrappy enough to build the email yourself when the moment calls for it.

Qualifications:

• A minimum of 4 years of CRM, lifecycle, or retention marketing experience, ideally in DTC subscription, specialty food, pet, or beauty/wellness verticals.

• A high school diploma is essential; a college degree is preferred.

• Deep, hands-on mastery of Klaviyo (segmentation, flows, deliverability), with working knowledge of Attentive or a comparable SMS platform.

• Strong command of Recharge (or a comparable subscription platform) and Shopify, with a feel for how the tech stack fits together.

• Fluency in subscription and retention economics, including LTV, churn, retention curves, cohort analysis, AOV optimization, and contribution margin.

• A track record of building loyalty programs, referral mechanics, or post-purchase journeys that moved the needle on retention KPIs.

• Analytical chops to pull, interrogate, and visualize data (SQL or Looker/GA4 a strong plus); comfort translating insights into a testing roadmap.

• A sharp creative eye; you can brief, edit, and occasionally write copy that sounds like the brand.

• A bias toward action, an obsession with the customer, and a competitive streak to crush retention targets.

• Ability to work full-time, in-office from our Miami, FL location.

Step into the world of maxbone, where every customer becomes part of the pack and retention is the love language of great brands. Your journey begins here.

Wag! Group Co. is an Equal Opportunity Employer. We do not discriminate on the basis of race, color, religion, sex (including pregnancy, childbirth, lactation, and related medical conditions), sexual orientation, gender identity or expression, national origin, age, disability, genetic information, veteran status, marital status, or any other characteristic protected by federal, state, or local law.