Email + SMS Marketing Strategist

Remote Reports to Founder/CEO + Marketing Lead About Bebonia Bebonia is the #1-rated curly hair extensions brand - voted best by InStyle, Byrdie, Allure, Glamour, Brides, and NaturallyCurly. Founded in 2017 by Soleil, a Dominican woman who built the product she couldn t find, Bebonia has served 75,000+ customers and is run by a small, close-knit team of curly-haired women. We believe curly hair should be enhanced, not erased. Every product we make, every email we send, and every campaign we create is grounded in that belief. The Role We re looking for a strategic, creative, and detail-oriented Email + SMS Marketing Strategist to lead Bebonia s owned marketing program across campaigns, flows, segmentation, testing, and optimization. This role is more than writing and sending emails. We re looking for someone who can think like a marketer, understand our customer journey, identify revenue opportunities, and translate insights into campaigns that feel personal, premium, and deeply curl-literate. You ll work closely with our marketing lead and marketing team to shape the email + SMS calendar, strengthen lifecycle flows, improve customer retention, and ensure every touchpoint reflects the Bebonia brand. You should be equally comfortable zooming out to build strategy and zooming in to write, design, test, and execute. What You ll Do Email + SMS Strategy Own Bebonia s email + SMS strategy across campaigns, flows, segmentation, and testing Build and manage the email calendar with a balance of brand storytelling, education, product discovery, launches, promotions, and retention moments Identify opportunities to improve customer engagement, repeat purchase, conversion, and lifetime value Use performance data, customer behavior, and business priorities to recommend what we send, who we send it to, and why Develop thoughtful audience segments based on lifecycle stage, purchase behavior, curl needs, product interest, and engagement Partner with the marketing lead and extended marketing team to turn product priorities, brand moments, and customer insights into strategic campaign concepts Lifecycle + Retention Marketing Maintain, optimize, and expand Bebonia s core Klaviyo flows, including welcome, abandoned cart, browse abandonment, post-purchase, win-back, VIP, and replenishment-style journeys Audit flow performance regularly and recommend improvements to copy, creative, timing, segmentation, and offers Create customer journeys that educate, build trust, reduce purchase hesitation, and encourage repeat purchases Help strengthen retention strategy by identifying opportunities for cross-sell, upsell, review generation, loyalty, and post-purchase education. Campaign Execution Plan, write, design, and deploy email + SMS campaigns in Klaviyo Write copy that matches the Bebonia voice - warm, expert, curl-literate, personal, and never corporate Design polished, on-brand emails that feel premium, clear, and conversion-minded Translate campaign strategy into strong subject lines, preview text, headlines, content blocks, CTAs, and visual direction Collaborate with the social and marketing team on campaign rollouts, seasonal moments, product pushes, and launches Maintain brand consistency across every email, SMS, and supporting visual touchpoint Testing, Reporting + Optimization A/B test subject lines, content angles, offers, send timing, CTAs, design layouts, and segmentation strategies Monitor email + SMS performance, including revenue, conversion rate, click rate, open rate, deliverability, list growth, unsubscribe rate, and flow performance Bring clear, data-backed insights to the team with recommendations for what to keep, change, or test next Track list health and deliverability to ensure Bebonia s owned channels remain strong and sustainable Connect performance reporting back to broader business goals, not just email metrics Creative + Paid Support Design email templates and campaign graphics as needed Create stills, GIFs, and supporting graphics for paid campaigns Support the marketing team with campaign creative that can extend across email, SMS, paid, and social Ensure creative assets reflect Bebonia s premium, curl-literate positioning What We re Looking For 4+ years of email, SMS, lifecycle, or retention marketing experience, ideally with a DTC, beauty, haircare, or wellness brand Strong strategic marketing instincts and the ability to connect customer behavior to campaign opportunities Fluent in Klaviyo, including campaigns, flows, segmentation, A/B testing, reporting, and basic revenue attribution Strong copywriting skills with the ability to write in a warm, elevated, customer-first brand voice Design ability in Canva, Figma, Adobe Creative Suite, or similar tools Ability to create simple GIFs and campaign graphics A strong understanding of customer journeys, retention marketing, and lifecycle strategy Comfortable interpreting email and revenue data and turning it into...