Email Marketing Specialist

Après Nail has innovated the nail market as the creator of Gel X. Our mission is to improve nail industry standards and the lives of nail artists by providing innovative products that help both them and their services thrive. Our nails are seen everywhere, from the Met Gala to the Oscars to your local nail salon. The Gel X revolution is real, and we're looking for our next great team member!

The Email Marketing Specialist owns Aprés Nail’s email and SMS channel end-to-end — strategy, execution, optimization, and growth. This is a hands-on, channel-expert role responsible for maximizing the revenue and retention potential of our CRM program through high-performing campaigns, well-architected flows, and intelligent segmentation. The ideal candidate brings deep Klaviyo expertise, a commercial mindset, and a strong editorial eye — able to evaluate and elevate copy for impact without necessarily being the primary writer. This role is critical to achieving DTC revenue targets and building a loyal, engaged subscriber base.

Key Responsibilities

Channel Strategy & Revenue Growth

• Own the email and SMS marketing roadmap: campaign calendar, flow architecture, A/B testing strategy, and seasonal planning in alignment with product launches and brand moments.

• Drive channel revenue growth by identifying and closing gaps in the customer lifecycle — acquisition, conversion, retention, and win-back.

• Set and track channel KPIs (revenue, CVR, open rate, click rate, unsubscribe rate, list growth) and report performance regularly to the Brand Director.

• Partner with the paid media and DTC teams to align email strategy with broader acquisition and retention goals.

Klaviyo Management & Technical Execution

• Own all Klaviyo operations: campaign builds, flow creation and optimization, segmentation, list management, deliverability monitoring, and integration health.

• Architect and continuously optimize core flows — welcome series, abandoned cart, post-purchase, sunset, win-back — ensuring they are personalized, well-timed, and revenue-generating.

• Build and maintain a sophisticated segmentation framework based on purchase behavior, engagement level, product affinity, and lifecycle stage.

• Monitor and maintain sender reputation and deliverability; proactively address list hygiene, bounce rates, and spam metrics.

• Stay current on Klaviyo platform updates, features, and best practices — and implement improvements proactively.

List Growth & Subscriber Acquisition

• Develop and execute strategies to grow the email and SMS subscriber list: on-site pop-ups, lead magnets, post-purchase opt-ins, and cross-channel acquisition tactics.

• Partner with the Brand Director and web team on list growth initiatives — testing incentives, placements, and messaging to improve opt-in conversion rates.

• Ensure list growth is quality-first: targeting engaged, brand-relevant subscribers who convert, not just inflating raw subscriber counts.

Editorial Oversight & Copy Collaboration

• Review and edit all email and SMS copy with a sharp editorial eye — ensuring subject lines, preview text, body copy, and CTAs are punchy, on-brand, and built to convert.

• Collaborate closely with the Copywriter (or Brand Director) to brief, review, and refine content before deployment — flagging anything that feels generic, off-voice, or underperforms in testing.

• Bring a performance lens to copy decisions: advocate for subject line testing, CTA experimentation, and personalization that drives measurable lift.

• Maintain a consistent brand voice and tone across all CRM touchpoints, in alignment with brand guidelines.

Analytics & Optimization

• Analyze campaign and flow performance after every send — drawing actionable conclusions and implementing improvements on a rolling basis.

• Build a structured A/B testing cadence across subject lines, send times, content formats, and segmentation to continuously improve channel metrics.

• Provide regular performance reports and channel insights to the Brand Director, including revenue attribution, list growth trends, and optimization recommendations.

• Use data from Klaviyo, Triple Whale, Shopify, and Google Analytics to build a holistic picture of email’s role in the customer journey.

Qualifications and Requirements

Required

• 3–5+ years of email marketing experience, with a track record of driving measurable revenue and list growth for a DTC or e-commerce brand.

• Expert-level Klaviyo proficiency: flows, campaigns, segmentation, integrations, deliverability, and reporting.

• Strong analytical mindset: comfortable reading data, identifying trends, and translating insights into optimizations.

• Proven editorial instincts: able to evaluate copy effectiveness, write compelling subject lines, and improve content without being the primary author.

• Experience building and scaling email list growth programs, not just managing existing lists.

• Solid understanding of email deliverability, list hygiene, and CAN-SPAM / GDPR compliance.

• Familiarity with Shopify and how it integrates with Klaviyo for behavioral triggers and purchase data.

Preferred

• Experience in the beauty, wellness, or lifestyle industry.

• Familiarity with Triple Whale or similar attribution platforms.

• Experience managing SMS programs within Klaviyo or a parallel platform.

• Basic HTML/CSS knowledge for email template editing.