Head of CRM and Retention Marketing

• **The Opportunity**
• We are hiring our first Head of CRM and Retention Marketing to own the full commercial lifecycle of our North American direct business: from the moment a customer lands on our site to the day they buy their third device. This is a greenfield role with executive visibility, real P&L stakes, and no playbook to inherit. You will build it.
• If you have led DTC retention and lifecycle programs end-to-end, are an expert Klaviyo operator, and want total ownership of a category-defining brand's growth engine — this is your seat.
• **What You Own**
• **CRM & Lifecycle Strategy**
• You will build the North America CRM strategy from the ground up.
• You will define how Amazfit communicates with customers across each stage of the journey: lead capture, consideration, first purchase, onboarding, product education, review generation, accessory attach, repeat purchase, upgrade, reactivation, and loyalty.
• You will develop lifecycle strategies by customer segment, product family, purchase behavior, training interest, and engagement level
• You will identify the moments that matter most in the customer journey and build programs that move customers from awareness to purchase to long-term brand relationship.
• **Klayvio & Email Program — End to End**
• You are the Klaviyo owner. Not a contributor — the owner. This means:
• Architecture and maintenance of all email flows: welcome and onboarding sequences, post-purchase engagement, product review solicitation, cross-sell and accessory upsell, and lapsed customer reactivation.
• Advanced audience segmentation built on behavioral triggers, product lifecycle timing, purchase history, and engagement tiers — with documented SOPs per segment.
• Rigorous A/B testing across subject lines, send cadence, dynamic content, offers, and CTAs — with results interpreted and communicated weekly to non-technical stakeholders.
• Deliverability ownership: list hygiene, sender reputation monitoring, suppression management, and inbox placement optimization.
• Email voice and brand standards: you will develop and codify the Amazfit email persona — credible, performance-focused, never generic.
• KPI ownership: open rate, click rate, conversion rate, revenue per email, list growth rate, and unsubscribe rate — with a weekly performance dashboard surfaced to leadership.
• **Email List Growth & Acquisition**
• Own DTC email capture strategy: site-based sign-up flows, pop-up testing, lead magnet development, and conversion rate optimization of capture touchpoints.
• Partner with the events and field marketing team to develop qualified email collection programs at in-person sporting events, races, and activations.
• Define and continuously test value exchange: what we offer customers in return for their email must be authentic, brand-consistent, and high-converting.
• **DTC Site & Conversion**
• Own cart abandonment and checkout flow CRO in collaboration with the web team — testing interventions that recover revenue and reduce friction.
• Develop accessory and bundle recommendations that increase AOV from existing purchasers.
• Monitor DTC site performance metrics and connect them to lifecycle triggers in Klaviyo.
• **SMS & Emerging Channels**
• Build and manage an SMS program alongside email — defining the right channel split, message cadence, and compliance approach.
• Identify and pilot emerging lifecycle touchpoints (in-app messaging, push, loyalty mechanics) with a clear test framework and success criteria.
• **Content & SEO (Supporting)**
• Collaborate with the content team on blog and SEO strategy that drives qualified organic traffic to the DTC site and feeds the top of the email funnel.
• Ensure lifecycle content is consistent with organic and paid brand voice.
• **Your First 90 Days**
• *Days 1–30: Audit & Orient*
• Full audit of existing Klaviyo flows, list health, segmentation, and historical performance. Document what exists, what's broken, and where the highest-impact opportunities are. Meet the cross-functional team: web, creative, paid media, events, and product.
• *Days 31–60: Stabilize & Win Fast*
• Implement quick wins: fix deliverability issues, rebuild or repair the highest-traffic flows, launch your first A/B tests, and establish your weekly reporting cadence. Begin redesigning list acquisition on

Dtc

• *Days 61–90: Build & Systematize*
• Present your 6-month DTC growth roadmap to leadership. Launch reactivation program v1. Develop segmentation SOPs. Introduce SMS framework. Establish budget ownership and vendor relationships.
• **What We're Looking For**
• **Required**
• 7+ years of experience in DTC e-commerce lifecycle marketing, retention, or CRM — with at least 3 years in a senior or lead role with full program ownership.
• Demonstrated ability to build and scale lifecycle, retention, or DTC growth functions from the ground up — evolving programs from early-stage “crawl, walk, run” phases through operational maturity and sustained performance.
• Expert-level Klaviyo proficiency: you have built and managed complex flow architecture, advanced segmentation, A/B testing programs, and deliverability management — not just used the platform.
• Demonstrated track record of growing email list size, improving repeat purchase rate, and increasing LTV with measurable, attributable results you can speak to precisely.
• Strong data fluency: you are comfortable in dashboards, can build your own performance reports, and translate analysis into clear decisions and executive-ready narratives.
• Experience managing a DTC channel budget and vendor relationships.
• Excellent written communication — both in marketing copy and in internal stakeholder reporting. You can write a compelling subject line and a crisp weekly results summary in the same hour.
• Cross-functional collaborator: you have worked alongside creative, paid media, web/dev, and product teams and know how to get things built without direct authority.
• Self-directed operator: you default to action, not process, and are comfortable building the playbook while running the plays.
• **Strongly Preferred**
• Experience marketing a hardware or wearable technology product in a DTC context.
• Genuine passion for fitness, sport, or endurance athletics — you understand what motivates our customer because you are our customer.
• SMS program experience (Attentive, Postscript, or similar).
• Familiarity with Shopify and its Klaviyo integration.
• Experience building or contributing to SEO and blog content strategy.
• Preferred experience operating within startups, early-stage businesses, high-growth environments, or international matrixed organizations, with the ability to adapt quickly, communicate clearly across teams, and navigate evolving priorities with flexibility.
• Strong ability to lead through influence, establish trusted cross-functional relationships and partnerships across the organization, and effectively manage upwards through proactive communication, stakeholder alignment, and executive-ready reporting.
• Why Amazfit
• Greenfield ownership: you will build the DTC growth function, not inherit someone else's half-finished version of it.
• Executive proximity: this role has direct visibility to VP and C-suite leadership and meaningful influence over business strategy.
• Remote-first: we trust high performers to manage their own time and output.
• A product worth selling: Amazfit hardware consistently wins performance and value comparisons against competitors at 2–3x the price.
• A team that trains: we sponsor race entries, share Strava segments, and take the sports seriously.

Benefits of working at zepp health

• Competitive salary, Vacation day, sick day and a remote-friendly culture
• Health insurance, Vision insurance, Dental insurance, life insurance
• 401K & Matching
• Year-end Bonus pay
• Other Benefits
• *Zepp Health is an Equal Opportunity employer and welcomes everyone to our team. If you need reasonable accommodation at any point in the application or interview process, please let us know. In your application, please feel free to note which pronouns you use (for example: she/her/hers, he/him/his, they/them/theirs, etc).*