Lifecycle Marketing Specialist

POSITION OVERVIEW
The Lifecycle Marketing Specialist plays a critical role in driving Benchmade's digital growth strategy by focusing on engaging customers at every stage of their customer journey with Benchmade, from acquisition to retention to loyalty. The goal of this role is to build meaningful relationships with customers to drive conversions, repeat purchases, and long-term engagement with the brand. This role requires a detail-oriented marketer with strong copywriting and technical skills, a keen understanding of audience segmentation, and a data-driven mindset.
Reporting to the Sr. Manager of Digital Growth, the Lifecycle Marketing Specialist will own the day-to-day execution, optimization, and reporting of the Email and SMS marketing program, manage service (LifeSharp), loyalty/ membership, and post-purchase feedback (reviews).

RESPONSIBILITIES

• Develop and deploy Email and SMS campaigns and flows that support product launches, promotions, dealers, brand storytelling, and lifecycle marketing.
• Collaborate with cross-functional teams (Creative, Product, e-Comm, Sales, etc.) to gather assets and ensure brand consistency across all communications.
• Maintain Consumer Communications Asana calendar, ensuring we are planning 3 months out for all campaigns.
• Brief all Email and SMS campaigns for marketing and design teams to create.
• Write copy with AI assistance for all Email and SMS campaigns.
• Write copy for blogs to support brand and SEO efforts.
• Build, test, and optimize campaigns and flows within Klaviyo.
• Execute segmentation and personalization strategies to improve engagement and conversions.
• Work with Klaviyo CSM to ensure we are leveraging the latest and greatest features within the platform.
• Maintain dealer lists in support of the Sales team.
• Conceptualize flows based on RFM / CDP cohorts to help increase customer loyalty and retention.
• Manage A/B testing strategies and use results to continuously improve email performance.
• Manage LifeSharp digital program to drive an increase in LTV and bridge offline and online customers.
• Use feedback loops (surveys, reviews) to improve retention strategies.
• Manage membership/ loyalty program.
• Monitor campaign KPIs (open rates, CTR, conversions, revenue attribution, deliverability) and deliver actionable insights to the Digital Growth team.
• Identify trends in the data to help consistently improve our Email and SMS program.
• Ensure compliance with CAN-SPAM and email deliverability best practices.
• Stay current with email trends, tools, and best practices in DTC and eCommerce marketing.

QUALIFICATIONS

• 2-4 years of experience in Email & SMS marketing managing email list sizes of 500K+, preferably in eCommerce or DTC business that generates $25M+ per year.
• Bachelor's Degree required; A degree in Marketing, Communications, or a related field is preferred.
• Hands-on experience with Email/ SMS platforms, Klaviyo experience strongly preferred.
• Experience with eCommerce platforms, Shopify experience strongly preferred.
• Strong analytical skills with experience in campaign reporting and data interpretation.
• Curious mindset looking for ways to test and optimize campaigns and flows.
• Excellent written and verbal communication skills, with a keen eye for detail and a passion for storytelling.
• Ability to work in a fast-paced, deadline-driven environment while maintaining creativity and brand consistency.
• Proficient in HTML/CSS for email is a plus.
• A growth mindset! Flexibility to adapt to the changing landscape of digital retail and e-commerce trends.

ABOUT THE TEAM
The E-commerce & Customer Experience team at Benchmade is a fast-paced place to be. This team sets ambitious targets and moves quickly to beat goals. This team is responsible for creating best-in-class experiences for our customers, whether that be through bringing a campaign to life, a simple checkout experience on Benchmade.com, or a quick resolution to a question through chat.

The shared goal? Efficient growth at high speed! Benchmade is a place that is centered around growth and progress. We offer an environment designed to give people the tools to develop holistically - to stay active, to learn, explore, and innovate.

COMPANY CULTURE

1. We Rally. No matter what each day throws at us, we work together to find solutions that exceed the problem at hand. It's a collaborative, empowering phrase that speaks to our resilience while chasing our mission to elevate the entire knife category. Our reputation for enduring quality is evident in every knife we release. Our core values drive how we treat our employees, our customers, and our retail partners.
   Elevate Everything: We bring a specific set of skills to the table, offering up our expertise and resources to enhance the work of others. We challenge each other to be the best in order to achieve enduring value in the eyes of our customers.
2. Better is Better: There is no finish line; we strive for continuous improvement in everything we do. We obsess over every detail to find ways to improve our products and our process.
3. Unapologetically Accountable: We're open and honest in how we speak and listen. We celebrate each other's successes and collectively rally to solve every challenge. We own it!
4. Courageous Innovation: There are elegant ideas awaiting discovery in everything we do. We push everyone around us to pursue those ideas openly so we can continue to dominate the category.

ABOUT BENCHMADE
With a rich history dating back over 30 years, Benchmade is the product of many dedicated employees, a never-quit demand for excellence, and the de Asis family's vision and total commitment to culture, service, and innovation. Les de Asis incorporated as Bali-Song, Inc. and rented a small shop in a second-story mezzanine in California. The original equipment was purchased from the owner of a manufacturing operation who was looking to retire. Utilizing the rudimentary technology available to him at the time, Les began building handmade custom Bali-Songs, and the success of these custom Balis spurred the creation of the first production Bali-Song: The model 68. Over the next seven years, the company expanded its product offerings into fixed blades and conventional folding knives, and evolved its name from Bali-song, Inc. to Pacific Cutlery Corp. Due to its inability to control quality, price, and delivery, Pacific Cutlery Corp. filed for bankruptcy and was dissolved.

In 1988, Les reintroduced a new company and a new version of the Model 68; This time with a drive to produce products in the US and an even stronger commitment to product availability, quality, and customer relationships. The company now needed a new name. While there was "handmade" and "factory-made," it was "Benchmade" that described the quality of Les' product. He was building an operation that made precision parts, but with hand assembly on the finished products. This was a "bench" operation, and Les wanted the name to reflect the marriage of manufactured and custom. In short, it describes Benchmade's position in the market, even to this day.

Benchmade moved from California to a facility in Clackamas, Oregon, and began producing knives there under the name Benchmade, Inc. This was a major turning point, as the company was now located in the epicenter for knife manufacturing. Many technological advancements were now possible, and Benchmade became the first company to own and employ a high-power laser cutter, allowing for work with steels too hard to stamp. To this day, Benchmade continues to focus on innovation, customer needs, responsible business ethics, and operations to bring the highest quality products to the world's elite. This is the story of Benchmade.