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.

WeTheHobby

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Email & SMS Lifecycle / Retention Marketer