CRM Marketing Manager

ROLE OVERVIEW

The CRM Marketing Manager will lead customer loyalty and retention strategies for our subscription-based AnimalRx eCommerce platform. In this role, you will own the customer lifecycle and loyalty marketing function with a strong focus on improving subscription renewal rates, reducing churn, and increasing customer lifetime value.

You will use customer data, behavioral insights, and lifecycle journey mapping to build targeted, high-impact campaigns that keep animal owners engaged, subscribed, and loyal to our brand.

ESSENTIAL DUTIES & RESPONSIBILITIES

Customer Lifecycle Marketing

· Create and manage personalized communication flows via email, SMS, push, and in-box inserts tailored to customer stage, animal type, and order behavior.

· Develop campaigns that guide customers from first purchase through repeat orders and long-term loyalty with a customer centric mindset and an integrated Marketing messaging approach.

· Leverage automation platforms (e.g., Bloomreach, Klaviyo, Braze, Iterable) to scale and optimize journey-based messaging.

Subscription Retention Strategy

· Develop and implement multi-channel retention strategies aimed at reducing churn and increasing recurring revenue from subscription plans.

· Build automated lifecycle programs tailored to key customer moments—subscription onboarding, refill reminders, renewals, lapses, and win-backs.

· Partner with merchandising and analytics teams to forecast churn risk and proactively deploy interventions.

Loyalty Program Leadership

· Own the end-to-end strategy, development, and optimization of our loyalty rewards program.

· Design benefits that reward long-term subscribers and incentivize deeper engagement and higher frequency of orders.

· Evaluate loyalty program performance through metrics such as participation rate, redemption rate, and impact on subscription renewals.

Analytics & Performance Optimization

· Track KPIs include churn/churn rate, retention rate, subscription renewal rate, customer lifetime value (CLV), and loyalty engagement.

· Use cohort analysis and A/B testing to iterate on campaign strategies and optimize messaging, cadence, and offer design.

· Regularly report results and insights to senior stakeholders.

Customer Insights & Personalization

· Collaborate with data teams to build rich customer and animal profiles using purchase history, engagement, and product needs.

· Deliver highly targeted content and experiences based on animal species, health condition, subscription stage, and engagement signals.

Cross-functional Collaboration

· Work with Product, eCommerce, Creative, and Customer Experience teams to align retention and loyalty efforts with the broader brand and business objectives.

· Support retention-enhancing product features, such as flexible subscription management and upsell/cross-selling initiatives.

QUALIFICATIONS

· Bachelors degree in Marketing, Business, or a related field; MBA preferred.

· Minimum of 8-10 years of experience in retention, lifecycle marketing, or loyalty within a subscription-based eCommerce business.

· Strong track record of driving subscription growth and retention in a recurring revenue model.

· Deep understanding of CRM platforms, customer segmentation, A/B testing, and performance reporting; experience running an RFP for and implementing a CRM tool is desirable

· Hands-on experience with marketing automation and analytics platforms such as Google Analytics, Power BI, ESP Analytics reports

· Exceptional written and verbal communication skills; comfortable translating data into insights and action.

· Prior work in animal health, veterinary, or health tech space is a plus.

· Familiarity with subscription metrics (e.g., MRR, churn, CAC,, CLTV) and managing loyalty within DTC ecosystems.

WHY ALLIVET?

At Allivet, we're more than just a company. We are a strong community of passionate leaders dedicated to improving the lives of pets. Joining us means becoming part of a team where you can collaborate on exciting projects and truly make a difference. We offer a competitive compensation package, a comprehensive benefits package of medical, dental, vision, short-term/long-term disability, life insurance, PTO, and a 401K plan, plus company perks.

Allivet is proud to be an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, sex, sexual orientation, gender identity, age, status as a protected veteran, among other things, or status as a qualified individual with disability.