Company: AllPeople Marketplace (APM)
Role Type: [Part-Time / Fractional]
Location: Remote
Reports To: Head of Marketing & Growth
About APMAllPeople Marketplace is a purpose-driven e-commerce marketplace built around a simple idea: everyday shopping can create positive change.
APM brings together better everyday products, built-in giving, and the opportunity for community ownership. We give 5% of eligible purchases to the nonprofit each shopper chooses, making it easier for people to put their everyday spending to work for what matters to them.
As an early-stage company preparing for growth, we're looking for a Marketing Operations, Lifecycle & Retention Manager to build the systems and customer journeys that turn first-time visitors and customers into engaged, repeat APM shoppers.
About the RoleThe Marketing Operations, Lifecycle & Retention Manager will own the strategy, infrastructure, and execution behind APM's customer lifecycle and retention marketing.
This is a highly hands-on role responsible for customer segmentation, CRM automation, email and transactional journeys, repeat-purchase programs, win-back campaigns, referrals, customer feedback, and lifecycle reporting.
You'll help build the function from the ground up, using customer behavior and performance data to determine what APM should communicate, to whom, when, and why.
Key ResponsibilitiesCustomer Segmentation & Lifecycle Strategy
Develop and maintain customer and partner segmentation based on behavior, purchase history, acquisition source, engagement, interests, and lifecycle stage.
Map the customer journey from acquisition and first purchase through repeat shopping, advocacy, and re-engagement.
Identify key lifecycle moments and opportunities to increase engagement, conversion, retention, and customer lifetime value.
Develop differentiated journeys for customers acquired through nonprofit partners, brand partners, referrals, and other channels.
CRM, Email & Marketing Automation
Build, manage, and optimize automated lifecycle programs within APM's CRM and email platforms.
Develop and optimize welcome, browse/cart abandonment, post-purchase, repeat-purchase, win-back, referral, and re-engagement flows.
Coordinate transactional email experiences with broader lifecycle communications.
Establish automation logic, triggers, timing, personalization, and suppression rules.
Identify opportunities to use AI and automation to improve personalization and marketing efficiency.
Retention & Repeat Shopping
Develop strategies to increase repeat purchase rate, purchase frequency, and customer lifetime value.
Build campaigns based on previous purchases, product interests, customer behavior, and shopping patterns.
Develop lapsed-customer and win-back strategies based on customer value and inactivity.
Identify cross-sell, replenishment, product discovery, and other opportunities to bring customers back to APM.
Partner with marketing and ecommerce teams on promotions and campaigns designed to strengthen retention.
Customer Voice, Reviews & Referrals
Develop customer survey programs to understand satisfaction, shopping behavior, product preferences, and barriers to repeat purchase.
Build processes for collecting and activating product reviews, testimonials, and other customer feedback.
Develop and optimize referral journeys that encourage satisfied customers to introduce others to APM.
Turn customer insights into actionable recommendations for marketing, merchandising, product, and customer experience.
Deliverability & Database Health
Own email deliverability, sender reputation, list hygiene, and database quality.
Establish suppression, sunset, and re-engagement rules for inactive or unengaged subscribers.
Monitor bounce, spam complaint, unsubscribe, and engagement trends.
Maintain segmentation and communication practices that protect deliverability while maximizing customer value.
Testing, Analytics & Optimization
Establish lifecycle and retention KPIs across email engagement, conversion, repeat purchase, retention, and customer value.
Monitor flow and campaign performance and identify opportunities for improvement.
Develop an ongoing A/B testing program across messaging, subject lines, timing, offers, personalization, content, and calls to action.
Analyze performance by customer segment, acquisition source, cohort, and lifecycle stage.
Build recurring reporting that clearly communicates what's working, what's not, and what should be tested next.
Initial PrioritiesDuring the first 30-60 days, the Marketing Operations, Lifecycle & Retention Manager will help APM:
Audit existing CRM, email, transactional communications, customer data, and automation.
Establish APM's customer segmentation and lifecycle framework.
Map the complete customer journey and identify major communication gaps.
Prioritize and optimize core lifecycle flows, including welcome, abandonment, post-purchase, repeat purchase, and win-back.
Establish suppression, list hygiene, and deliverability standards.
Develop the initial customer survey, review/testimonial, and referral strategies.
Establish lifecycle and retention KPIs and baseline reporting.
Create a prioritized testing and optimization roadmap.
Document workflows, automation logic, and processes so the lifecycle program can scale.
Qualifications
4+ years of experience in lifecycle marketing, CRM, retention, email marketing, marketing operations, or a related role.
Demonstrated experience building and optimizing automated customer journeys for an ecommerce or consumer brand.
Hands-on experience with Klaviyo strongly preferred, particularly in a Shopify ecommerce environment.
Strong understanding of customer segmentation, lifecycle strategy, retention, personalization, and marketing automation.
Experience with transactional and behavioral email programs, including triggers, suppression logic, and flow architecture.
Working knowledge of email deliverability, list hygiene, sender reputation, and database management.
Experience with customer surveys, reviews, referrals, and voice-of-customer programs.
Strong analytical skills with experience evaluating email, ecommerce, cohort, retention, and customer-level performance.
Experience with A/B testing and translating performance data into actionable recommendations.
Comfortable working independently and building processes within an early-stage environment.
What Makes Someone Successful Here
Lifecycle Thinker: You see the customer relationship as a journey rather than a series of disconnected campaigns.
Strategic + Hands-On: You're equally comfortable designing the lifecycle strategy and building the flows needed to execute it.
Data-Driven: You use customer behavior and performance data to determine what to test and optimize next.
Customer-Focused: You're curious about why people buy, why they return, why they leave, and what would make their experience better.
Builder Mentality: You enjoy creating segmentation, automation, reporting, and processes from the ground up.
Continuous Optimizer: You don't consider a campaign or flow "finished." You continually test, learn, and improve.
Success in This RoleSuccess means APM has a scalable lifecycle marketing engine that moves customers from first interaction to first purchase, repeat shopping, advocacy, and re-engagement.
You'll help increase repeat purchase rate, retention, purchase frequency, and customer lifetime value while building a healthier customer database and a clearer understanding of customer behavior.
Most importantly, APM should develop stronger customer relationships that make returning to the marketplace feel relevant, valuable, and natural.
Compensation Compensation for this role will initially be provided through company stock grants, with a transition to a standardized salary structure anticipated in the near future.