FRAME is an American fashion brand renowned for its collections in denim, cotton, leather and cashmere.
The company’s founders Erik Torstensson and Jens Grede strive to design a modern versatile wardrobe through signature denim fits, cotton shirting and coveted leather pieces.
Since the brand’s inception in 2012 in Los Angeles, California, FRAME has evolved from making handcrafted denim to offering ready-to-wear and accessories collections in the finest natural materials.
FRAME is committed to sustainable and fair manufacturing practices, balancing profit with a commitment to people and planet.
Today, FRAME is sold through its own retail stores and e-commerce as well as through leading department stores and boutiques across the world.
Role Overview
As the CRM Manager, you will lead the development and execution of our email and SMS strategies to grow customer loyalty, engagement, and repeat revenue. You’ll own the customer lifecycle across key touchpoints—building segmentation plans, optimizing automation flows, and delivering personalized messaging that deepens brand connection. This role requires a strong blend of strategic thinking and hands-on execution, with a focus on maximizing customer lifetime value. You’ll work closely with the ecommerce and creative teams to ensure that retention initiatives are tightly aligned with new product launches, brand initiatives and seasonal trends.
Responsibilities
- Own newsletter and lifecycle performance reporting, providing weekly and monthly hindsights to surface insights and growth opportunities.
- Manage and maintain the email and SMS marketing calendar, ensuring campaigns align with product launches, key events, and seasonal trends.
- Develop and execute segmentation strategies to target customers across lifecycle stages—both for campaigns and automations.
- Optimize and update automated messages for new seasonal launches, promotions and strategic retention moments (e.g. back-in-stock, cart abandonment).
- Build, test, and schedule all emails and SMS campaigns, with support from an intern and in close collaboration with eCommerce and Creative teams.
- Regularly analyze audience engagement and make data-driven recommendations to improve targeting and messaging cadence.
- Monitor competitors and industry trends to identify opportunities for testing and enhancement.
Qualifications
- 3+ years of experience in email/SMS or CRM marketing, ideally for a fashion brand.
- Strong understanding of email and SMS marketing best practices, with expertise in audience segmentation, lifecycle journey design, deliverability standards, compliance regulations, and performance optimization.
- Strong experience working with ESP platforms required, ideally Klaviyo and Attentive
- Strong organizational and project management skills—you’re great at meeting deadlines and juggling multiple tasks at once.
- Analytical mindset—you enjoy pulling reports, analyzing trends, and turning insights into action.
- Familiarity with basic HTML, CSS, and UTM tracking links.
- Passion for fashion, brand storytelling, and customer-centric marketing with ability to quickly understand the FRAME customer and brand direction
- A team player with a positive attitude—no task is too small, and you’re hungry to grow.
