Summary of the Lifecycle Marketing Manager job at Filson

ABOUT FILSON

In 1897 C.C. Filson began outfitting prospectors headed for the Gold Rush with tools and apparel strong enough for the toughest spots on earth. More than 100 years later, Filson remains committed to providing pioneers of all fields around the world with unfailing goods made from the highest quality materials available. Filson recognizes that it takes a world-class team to make a world-class product. As we build on the Filson legacy of American craftsmanship, we are looking for individuals who share our dedication to innovation, excellence, and superior customer service. We don’t work in silos but rely on open collaboration. It’s a jackknife mentality – the ability to accomplish more than what’s asked of you – that defines our culture of versatility and perseverance. Our outfitter mindset is deliberate and strategic. We are a small company, on purpose. We’re the ones doing the work, from product design and marketing, to cutting, sewing, and restoration. With more than 125 years under our belt, we still have a start-up mentality. Driven by an independent spirit and an uncompromising attitude that demands we lead with conviction. 

ABOUT THE ROLE

The Lifecycle Marketing Manager is responsible for owning and optimizing Filson's email and SMS marketing program, driving customer engagement, retention, and revenue growth through strategic lifecycle marketing initiatives. This role is both strategic and hands-on, leading the end-to-end execution of CRM campaigns in Klaviyo from campaign planning and audience segmentation to automation, deployment, testing, and performance reporting.

The ideal candidate is a builder who thrives in a fast-paced, collaborative environment and enjoys balancing strategy with execution. Working cross-functionally with Merchandising, Planning, Creative, Content, Product, and Analytics teams, this role ensures all customer communications are timely, on-brand, data-driven, and aligned with key business priorities. The Lifecycle Marketing Manager will also support broader marketing initiatives as needed, contributing to the success of integrated campaigns across multiple channels.

RESPONSIBILITIES

• Own the end-to-end execution of Filson's email and SMS marketing program using Klaviyo, including campaign planning, audience segmentation, automation, deployment, and optimization.
• Develop and manage the email and SMS marketing calendar in partnership with Merchandising, Planning, and Marketing teams to support product launches, promotions, seasonal campaigns, and business priorities.
• Build, maintain, and optimize lifecycle marketing automations including welcome series, abandoned cart, browse abandonment, post-purchase, win-back, loyalty, replenishment, and other customer journey programs.
• Create and refine customer segmentation strategies to deliver personalized communications that improve engagement, retention, and customer lifetime value.
• Manage subscriber acquisition, list health, deliverability, suppression strategies, and compliance with applicable regulations including CAN-SPAM, TCPA, and GDPR where applicable.
• Continuously optimize campaign performance through A/B testing of subject lines, messaging, creative, offers, timing, and audience segmentation.
• Monitor and analyze key CRM performance metrics including revenue attribution, conversion rates, engagement, deliverability, subscriber growth, and overall program health.
• Prepare regular reporting and performance insights, providing recommendations to improve campaign effectiveness and business results.
• Partner closely with Creative and Content teams to develop compelling customer communications that align with Filson's brand standards and seasonal marketing initiatives.
• Collaborate with Product and Analytics teams to ensure accurate campaign tracking, tagging, data integrity, and measurement across CRM platforms.
• Coordinate with Merchandising and Planning teams to align customer communications with inventory availability, product priorities, and promotional strategies.
• Support broader marketing initiatives as needed, including briefing creative assets aligned with CRM campaigns and assisting with paid media operations alongside agency partners.
• Stay current on CRM best practices, lifecycle marketing trends, platform capabilities, and emerging technologies to continuously improve program performance.

QUALIFICATIONS

• Bachelor's degree in Marketing, Business, Communications, or a related field; equivalent professional experience may be considered.
• 5-8 years of progressive marketing experience with significant hands-on ownership of email and SMS lifecycle marketing programs.
• Demonstrated experience managing CRM platforms, preferably Klaviyo; experience with comparable email service providers (ESPs) or marketing automation platforms may be considered.
• Proven success building, executing, and optimizing lifecycle marketing campaigns, customer segmentation strategies, and automated customer journeys that drive measurable business results.
• Working knowledge of CRM best practices, customer lifecycle marketing, email deliverability, audience segmentation, marketing automation, and performance measurement.
• Experience interpreting marketing performance data and translating insights into actionable recommendations.
• Strong attention to detail coupled with analytical and problem-solving skills.
• Excellent project management skills with the ability to manage multiple priorities and meet deadlines in a fast-paced environment.
• Strong cross-functional communication and collaboration skills with the ability to influence stakeholders across multiple departments.
• Proficient knowledge of Microsoft Office, particularly Excel and PowerPoint.
• Experience working in retail, e-commerce, consumer products, or direct-to-consumer (DTC) businesses is preferred.
• Experience with Google Analytics, reporting dashboards, or business intelligence tools is a plus.

Note: This job description is not meant to be all-inclusive.  Employee may be required to perform other duties to meet the ongoing needs of the organization.

Filson and Shinola are equal opportunity employers. We believe that every employee has the right to work in surroundings which are free from all forms of unlawful discrimination.  It is our policy that all decisions involving any aspect of the employment relationship will be made without regard to race, color, sex, religion, age, national origin, marital status, sexual orientation, gender identity, the presence of any sensory, mental, or physical disability, veteran and military status, genetic information, political ideology or any other status or characteristic protected by local, state or federal law.  Discrimination and/or harassment based on any of those factors are totally inconsistent with our philosophy of doing business and will not be tolerated.

With regard to applicants or employees with disabilities, the company offers what the law refers to as "reasonable accommodation" to enable a person to perform his or her job.