Senior Manager, Email + SMS

OUAI is a prestige beauty and personal care brand founded by celebrity hairstylist, Jen Atkin. “OUAI,” means “yes” in that casual Parisian way. The brand is guided by the mission “wherever you go, go all the OUAI” and this bold & playful spirit impacts everything from culture to marketing to product. OUAI’s product categories – ranging from hair care to body care, fragrances, personal care, and merch – are designed to reflect its commitment to easy, effective, and enjoyable self-care. Since its launch, OUAI has built a strong and growing omnichannel presence through direct-to-consumer channels, specialty beauty retailers, and global distribution partners. The brand continues to expand into new markets, deepen consumer loyalty, and scale its differentiated, high-margin business model internationally. OUAI is recognized for its straightforward approach to beauty, its distinctive fragrance profile, and its ability to meet consumer needs across multiple lifestyle-driven categories. The brand formulates without sulfates or parabens and maintains a commitment to creating high-quality, effective products. OUAI’s culture is shaped by its ethos —fun, purposeful, and approachable—and is anchored by five Culture Codes: 1. We Aren’t Afraid to Go First. 2. We Don’t Compete, We Collaborate. 3. We Ask Questions to Find the Best Answers. 4. We Keep It Real, in a OUAI That’s Kind. 5. We Go All the OUAI With Work & Play. OUAI is focused on ongoing category innovation, continued international expansion, and delivering high-quality consumer experiences that reinforce the brand’s identity and long-term growth trajectory. About the role: We are seeking a seasoned CRM + Loyalty Sr. Manager who is passionate about driving retention and developing innovative initiatives that engage, convert, and retain customers. Reporting to the Director of Growth + Retention, this person will own the vision and execution of OUAI’s customer lifecycle — building strategies that transform new customers into loyal advocates. What you’ll do: CRM Strategy & Execution Own the strategy and calendar for all email and SMS marketing programs, balancing long term initiatives to drive retention with near term needs — from product launches and seasonal campaigns to retention flows and loyalty communications. Develop and optimize customer journeys across lifecycle stages (welcome, repurchase, winback, etc.). Define segmentation strategy to deliver personalized, high-converting communications. Partner with Growth and Digital teams to connect CRM insights to paid media and site experiences. Track, measure, and evaluate results of email and SMS marketing programs and develop understanding of what resonates and doesn't with the OUAI customer. Identify and measure KPIs that ladder up to business goals, with ongoing efforts to continuously analyze data, identify trends, and implement optimizations. Become a subject matter expert in customer behavior and help with evolving our segmentation and customer communication strategy to deliver a personalized and relevant customer experience. Data & Platform Ownership Serve as the business lead for OUAI’s CRM tech stack, including ESP, SMS platform (Klaviyo/Postscript), subscription (Recharge), loyalty platform and integration tools. Partner with Director of Growth + Retention and Digital team to evaluate, select, and potentially onboard a Customer Data Platform (CDP) — ensuring seamless data flow, audience unification, and personalization enablement. Refine KPIs, reporting frameworks, and test-and-learn agendas for lifecycle programs. Creative & Collaboration Own the relationship with digital creative and copy teams for email briefing, creating and editing email content, writing/approving copy, and organizing digital assets and uploading into email deployment tool. Partner with the Creative team to ensure OUAI’s tone of voice and visual identity come through in every touchpoint. Collaborate cross-functionally with Digital and Brand teams to develop clear stories that showcase product attributes, encourage cross category purchases, and drive repeat purchases for new product launches, annual promotions, seasonal events, and more. Follow industry trends and competitor practices with regards to broadcast marketing emails, SMS, personalized marketing, and more to stay ahead of best practices and make recommendations to improve the business. What you'll bring: 6–8+ years of CRM or Lifecycle Marketing experience in DTC, ideally within beauty, lifestyle, or consumer goods. A commitment to asking questions to find the best answers. Proven success driving retention and revenue through email/SMS programs. Deep familiarity with ESPs (Klaviyo) and SMS platforms (Postscript) and loyalty platforms. Excellent analytical skills and experience with data-driven decision-making. Experience with (or strong curiosity about) CDPs such as Segment, mParticle, or Amperity. Collaborative, curious, and excited to build meaningful relationships with OUAI’s community. Creative thinker with a track record of building successful retention marketing campaigns. Strong communication and collaboration skills. Desire to learn, grow and mentor. Annual Base Salary Range is $115,000 - $130,000K (based on experience) + potential for yearly bonus Medical + Dental + Vision Unlimited PTO 25+ Paid Holidays Matching 401k program Quarterly OUAI Product Stipend + Employee Discounts Flex Fridays Employee HSA and FSA Charity matching and education reimbursement Hybrid work reimbursement Move Your OUAI (Exercise Reimbursement) Immigration Sponsorship is not available for this role. OUAI does not sponsor candidates for non-immigrant visas or permanent residency except in some areas that in OUAI’s sole discretion require highly specialized backgrounds.