Location: Toronto, Ontario (GTA Preferred) / Hybrid travel to Kingston, Ontario as required.

Department: Marketing

Reports To: Chief Marketing Officer

Role Overview

Hayabusa is seeking a commercially minded and data-driven Customer Lifecycle & Retention Specialist to lead the strategy and execution of our customer retention ecosystem across email, SMS, loyalty, reviews, referrals and lifecycle marketing.

This role will own the customer journey beyond the first purchase, developing highly personalized customer experiences that strengthen engagement, increase customer lifetime value, improve retention and build long-term brand advocacy.

Working across Klaviyo, Okendo and Shopify, this individual will design and optimize automated customer journeys, segmentation strategies and membership experiences that transform first-time buyers into lifelong Hayabusa customers.

Success in this role requires a balance of creativity, analytical thinking and commercial acumen. The successful candidate will understand how to leverage customer data, behavioral insights and marketing automation to drive measurable business growth while reinforcing Hayabusa's premium brand positioning.

Key Responsibilities

Customer Lifecycle Strategy

• Develop and execute Hayabusa's global customer lifecycle strategy.
• Build customer journeys across the entire lifecycle from acquisition through to advocacy.
• Identify opportunities to improve customer engagement, retention and lifetime value.
• Continuously optimize lifecycle performance using customer insights, testing and analytics.
• Develop segmentation strategies that improve personalization across all customer communications.

Email & SMS Marketing

• Own all automated lifecycle communications within Klaviyo.
• Build and optimize customer journeys including:
• Welcome Series
• Browse Abandonment
• Cart Abandonment
• Checkout Recovery
• Post Purchase
• Product Education
• Cross Sell
• Replenishment
• Win Back
• VIP Communications
• Birthday & Milestone Campaigns
• Execute promotional and product launch campaigns in collaboration with the Brand and Ecommerce teams.
• Continuously improve deliverability, engagement and revenue performance.

Loyalty & Membership

• Manage Hayabusa's loyalty and membership programme through Okendo.
• Develop loyalty tiers, rewards and exclusive member experiences.
• Increase programme participation and customer engagement.
• Create initiatives that encourage repeat purchase and long-term brand affinity.
• Partner with Community and Events teams to deliver member-exclusive experiences.

Reviews & Customer Advocacy

• Manage Hayabusa's customer review strategy through Okendo.
• Increase product review generation and review quality.
• Develop user-generated content programmes.
• Manage referral initiatives and customer advocacy programmes.
• Identify opportunities to leverage reviews across ecommerce, advertising and retail channels.

Customer Insights & Personalization

• Analyze customer behavior, purchasing trends and lifecycle performance.
• Build customer segments based on behavioral, transactional and demographic data.
• Develop personalized marketing strategies across multiple customer cohorts.
• Partner with Data & Analytics to improve customer reporting and predictive modelling.

Cross-Functional Collaboration

• Partner closely with: o Ecommerce o Community o Customer Experience o Product Management o Performance Marketing o Creative o Data & Analytics to ensure customer lifecycle initiatives support broader commercial and brand objectives.

Platform Ownership

Own the day-to-day management and optimization of:

• Klaviyo
• Okendo Reviews
• Okendo Loyalty
• Okendo Referrals
• Shopify customer integrations
• SMS marketing platform
• Customer preference centre

Work closely with Technology partners to ensure platform integrations remain scalable and aligned with Hayabusa's digital roadmap

Reporting & Analytics

Develop regular reporting covering:

• Customer Lifetime Value (CLTV)
• Repeat Purchase Rate
• Customer Retention
• Purchase Frequency
• Loyalty Membership Growth
• Referral Performance
• Email Revenue
• SMS Revenue
• Automated Flow Performance
• Campaign Performance
• Review Generation Rate
• Average Product Rating
• Customer Engagement
• List Growth
• Deliverability

Provide actionable recommendations that improve commercial performance and customer experience.

Skills & Experience

Required

• 5+ years' experience in CRM, lifecycle marketing, retention marketing or marketing automation.
• Experience managing Klaviyo or similar marketing automation platforms.
• Strong understanding of customer segmentation and behavioral marketing.
• Experience building automated customer journeys.
• Strong analytical and commercial capability.
• Experience working within Shopify or comparable ecommerce platforms.
• Excellent project management and stakeholder management skills.
• Highly data-driven with strong attention to detail.

Preferred

• Experience with Okendo Reviews, Loyalty and Referrals.
• Experience with SMS marketing platforms.
• Experience with customer data platforms and personalization tools.
• Experience working with premium consumer brands.
• Passion for sport, performance products or combat sports.

Key Performance Indicators

Commercial

• Customer Lifetime Value (CLTV)
• Repeat Purchase Rate
• Customer Retention Rate
• Existing Customer Revenue
• Average Order Value (AOV)

Email & SMS

• Email Attributed Revenue
• SMS Attributed Revenue
• Automated Flow Revenue
• Campaign Revenue
• Deliverability
• List Growth

Loyalty

• Membership Growth
• Active Members
• Tier Progression
• Referral Revenue
• Redemption Rate

Reviews

• Review Generation Rate
• Product Review Coverage
• Average Product Rating
• User Generated Content Volume

Customer Experience

• Customer Engagement
• Net Promoter Score (where applicable)
• Customer Satisfaction Trends

Success Profile

The ideal candidate is passionate about building long-term customer relationships through highly personalized experiences rather than transactional marketing. They understand that customer retention is driven by relevance, timing and value, combining data, automation and creativity to create meaningful interactions across every stage of the customer journey.

Commercially minded and highly analytical, this individual thrives in fast-paced, entrepreneurial environments where they can build scalable lifecycle programmes that directly influence customer lifetime value and sustainable business growth. They are equally comfortable diving into campaign execution as they are developing long-term retention strategies, continuously seeking opportunities to strengthen customer relationships and reinforce Hayabusa's position as the world's leading premium combat sports brand.