Email & SMS Lifecycle / Retention Marketer
Description WeTheHobby is a thriving sports entertainment company with global reach, headquartered in Rochester, NY. We value creativity, diversity, innovation, dedication, and our community! Our Work Environment Includes
- Modern office setting
- Strong growth opportunities
- Flexible working hours
- Lively atmosphere
- A team that cares about one another
- Welcoming and inclusive culture
We The Hobby is hiring an Email & SMS Lifecycle / Retention Marketer to own the full customer lifecycle strategy across Shopify and HubSpot—driving activation, retention, and reactivation to turn first-time buyers and casual viewers into repeat collectors and long-term community members. This role will build and optimize the entire retention engine, including email and SMS lifecycle strategy, behavioral automations tied to live shopping and product drops, advanced segmentation and personalization across collector types and VIP tiers, and rigorous revenue attribution. The ideal candidate combines technical lifecycle expertise with a strong passion for the Hobby, continuously experimenting and optimizing owned channels to maximize engagement, loyalty, and lifetime value. This role is full-time, located onsite at our beautiful new Headquarters in the Village Gate neighborhood in Rochester, NY.
Key Responsibilities
Lifecycle & Retention Strategy:
- Own the full customer lifecycle: onboarding, activation, repeat purchase, winback, and VIP ascension.
- Design lifecycle journeys that reflect collector behavior, not generic ecommerce playbooks.
- Ensure lifecycle messaging adapts to customer maturity (new buyer ? regular ? VIP)
Email & SMS Automation (HubSpot + Shopify):
- Design, write copy, build, manage, and optimize automated flows, including:
- Welcome & first-purchase education
- Post-purchase follow-ups tied to breaks, lives, and drops
- Browse/cart abandonment (email + SMS)
- Drop alerts, restocks, and urgency-based messaging
- Lapsed buyer and reactivation flows
- Maintain clean, scalable automation architecture inside HubSpot
- Ensure Shopify events and properties are correctly passed into HubSpot for reliable triggering
Segmentation & Personalization
- Own segmentation logic across:
- Spend tiers (casual ? high value ? VIP)
- Product/format preferences
- Live shopping engagement vs DTC-only behavior
- Personalize messaging based on:
- What they collect
- How they shop (live vs async)
- How recently and frequently they engage
Data, Reporting & Insight
- Own reporting across email and SMS performance:
- Revenue per send
- Flow-level conversion rates
- Retention and repeat purchase lift
- Surface insights back to the team:
- What messages convert collectors best
- What moments drive reactivation
- Where lifecycle friction exists
Alignment with Community & Live Commerce
- Partner with Community Engagement Manager to:
- Translate community moments into lifecycle touchpoints
- Reinforce rituals, drops, and live moments via owned channels
- Ensure email/SMS complements—non duplicate social and community messaging
In-person & Event Support
- Support event-driven lifecycle moments:
- Pre-event hype
- Post-event recaps
- Exclusive follow-ups for attendees and VIPs
- Help turn IRL moments into repeat digital engagement
Requirements
Education and/or Experience:
- 3+ years in lifecycle, retention, or CRM marketing
- Deep hands-on experience with HubSpot (automation, lists, workflows, reporting)
- Strong experience integrating Shopify data into lifecycle tooling
- Experience running email + SMS together as a coordinated system
- Strong understanding of ecommerce metrics: AOV, LTV, repeat rate, churn
- Comfortable owning revenue accountability for owned channels
- Hobby/Live shopping-related industry knowledge
Nice to Have
- Experience in collectibles, marketplaces, live commerce, or community-driven brands
- Familiarity with VIP or loyalty program lifecycle design
- Experience supporting drops, launches, or time-sensitive inventory
- Comfort collaborating cross-functionally with Social, Community, and Operations
In accordance with applicable Federal and State laws, the anticipated annual salary range for this position based upon location in Rochester, NY, and experience, is $65,000 – $89,000 annually. To comply with Federal law, WeTheHobby participates in E-Verify. All newly hired employees are verified through this electronic system established by the Department of Homeland Security (DHS) and the Social Security Administration (SSA) to confirm their identity and employment eligibility.