• Campaign copy — you write the majority of it, with support from the lifecycle team
• The creative strategy behind campaign email and SMS: format, structure, and the balance between direct response and brand
• The testing roadmap across campaigns and flows, from hypothesis through to a clear read
• Creative performance measurement and the recurring reporting that comes out of it
• The insight loop — turning test results into standards, and standards into the next campaign
• Inbox rendering and deliverability as they relate to creative and format decisions
• The connection between paid, site, and inbox — making sure what we learn in one shows up in the others
• The KPIs that define the program: revenue per recipient, click-through rate, placed-order rate, and engagement

Strategy and alignment

• Work with leadership to set the guidelines for how direct-response and brand-led campaigns are balanced, grounded in concrete insight rather than preference.
• Recommend the format and the direct-response-to-brand balance for each campaign on the calendar.
• Carry what campaigns teach us into the automated flows, so the lifecycle program improves alongside the calendar.
• Partner with the Senior Lifecycle Marketing Manager on audience and segmentation strategy, so the right message reaches the right customer.

Copy and creative

• Write the majority of campaign copy, and set the standard for how a Rho email reads in both direct-response and brand-led registers.
• Work with the lifecycle team on copy support, review, and volume, so the calendar is always covered without the quality slipping.
• Brief and direct the design team on the assets a campaign or a test requires, and give the feedback that makes them stronger.
• Keep every send unmistakably Rho: clear, credible, and grounded in what our products actually do.

Testing

• Build and own a rigorous testing roadmap, ensuring versions differ meaningfully enough to produce a clear read on what is working and what is not.
• Align with the creative team on asset production and give the feedback that makes a test valid before it runs.
• Work with our email agency on exact test setup, and own the analysis and reporting that follow.
• Hold the discipline that makes results trustworthy: like-for-like comparisons, evergreen against evergreen, with promotional, launch, and back-in-stock sends kept separate.
• Maintain a living record of what we have tested and what we learned, so settled questions stay settled.

Reporting and insight

• In your first 30 days, establish a baseline for how our campaign creative performs today and pull every insight available from the data we already have.
• Deliver a recurring creative performance report covering campaigns and tests, focused on engagement and conversion.
• Translate results into concrete, prioritized recommendations for upcoming campaigns and tests.
• Present findings so that people who do not live in Klaviyo can act on them.

Cross-functional impact

• Take weekly insight from paid media performance — the hooks, claims, and offers proving themselves in market — and apply it to campaign and flow creative.
• Feed what email and SMS testing reveals back to paid and to the site, so a winning message travels rather than staying in the inbox.
• Partner on site conversion work so the promise made in an email matches what the customer meets on the landing page.

Innovation

• Test hybrid emails that combine designed modules with live HTML text to improve inbox rendering, deliverability, and conversion.
• Extend what works in email into SMS, where the constraints are different and the testing discipline is the same.
• Stay current on email and CRM innovation in CPG, and bring forward the ideas worth trying rather than every idea available.

How You Will Operate

• Evidence over instinct — you can tell direct-response copy from brand copy on sight, and explain the difference in terms of what it will do to the number.
• Hands-on — you would rather write the email than brief someone else to write it. That is how you learn what converts.
• Rigorous — a test either produces a clear read or it does not run. You would rather ship three good tests than twelve inconclusive ones.
• Commercially minded — you measure creative in revenue per recipient and placed orders, not in opens.
• Willing to push back — you can tell the team a piece of creative misses, say precisely why, and keep the relationship intact.
• Brand-protective — you hold the standard while pushing hard on growth, and you do not treat those as opposing goals.
• Self-directed — you set the roadmap and run it without being managed through it.

• A strong background in email and CRM strategy, retention marketing, or performance creative, with revenue results you can show and explain.
• The ability to tell direct-response copy from brand copy on sight, and to recognize and articulate meaningful differences.
• The ability to write the copy yourself, in both direct-response and brand-led registers, at the standard the brand requires.
• Experience designing A/B tests properly — meaningful variants, sample size, clear success metrics — and reading the results honestly.
• Fluency in creative performance reporting and revenue metrics such as revenue per recipient, click-through rate, and placed-order rate.
• Klaviyo experience, including the ability to pull and evaluate reports and to QA a test setup before it goes live.
• Comfort holding brand standards while pushing hard on growth goals.
• The confidence to push back on creative that misses the mark, and to communicate clearly why.

• HTML email and live-text experience.
• Experience in supplements, wellness, or another consumer category.
• Experience applying campaign learnings to lifecycle flows rather than treating the two programs separately.
• SMS testing experience.
• Experience working across paid media and on-site conversion as well as email, rather than only inside the ESP.

• Revenue per recipient and placed-order rate improve measurably across the campaign program.
• We can say, with evidence, what makes a Rho email convert — and the team designs to it.
• A testing roadmap is always running, and results arrive on a predictable cadence rather than on request.
• Campaign learnings show up in the flows, not only in the next campaign.
• Creative decisions are settled by data rather than by opinion.
• Insight moves between paid, site, and email every week, rather than sitting in three separate reports.
• Leadership has a clear, current read on creative performance without having to ask for it.