Retention Sr Manager - Apparel

About Trafilea

Trafilea is a dynamic and innovative Tech E-commerce Group that operates multiple direct-to-consumer brands in the intimate apparel and beauty sectors, with a focus on using data-driven strategies to scale their businesses. In addition to our products, we have our own online community dedicated to promoting body positivity. As a rapidly growing global player, Trafilea is committed to creating high-quality products and services that enhance the customer experience and drive long-term growth.

Marketing@Trafilea: Work across multiple brands, leverage data-driven strategies, and drive rapid growth in a dynamic remote work environment. We have 3 business lines with brands based on digital marketing & growth strategies.

• Our intimate apparel Brands: Shapermint, Truekind and Shapermint Essentials,

• Our beauty Brands: Revel Beauty and Spa Dr.

• Our content and subscription Brand: The BodCon.
  

Role's Mission:

The mission of the Retention Sr Manager is to design and lead a high-impact, end-to-end customer retention strategy that transforms one-time buyers into loyal, long-term customers. This role is responsible for shaping and optimizing the returning customer journey, identifying key moments to drive engagement, and unlocking growth opportunities across all retention touchpoints.

Through the strategic use of our owned channels—Email, SMS, Push Notifications—and the continuous evolution of our Loyalty Program, the Retention Sr Manager is the key owner of revenue growth and profitability across Shapermint and Truekind’s direct channels and for our 12M growing customer database.

Acting as a bridge between strategic planning and flawless execution, the role establishes quarterly channel roadmaps, innovates lifecycle journeys, and leverages insights from competitive analysis and testing to optimize performance. By monitoring and reporting critical KPIs such as repurchase rates, channel conversion, and LTV/CAC, this position enables data-driven decisions that directly impact business growth. Collaborating closely with the Data Science, Creative, IT and Growth teams. Their responsibilities will involve the delivery and prioritization of tests, campaigns, and automated flows aimed at achieving these objectives.

Expected outcomes & responsibilities

• Direct channel leadership for the whole apparel business, being two main brands, Shapermint and Truekind: E-mail, SMS, Push Notification, Whatsapp.

• Multi-channel strategy to reach customers on their preferred channel, avoiding channels overlap and fatigue. Also ensure that communication flows, segmentation, and creative content align with retention goals and minimize unsubscribe rates.
  

• Responsible for lifecycle journeys, across all touchpoints from automated/transactional and Welcome flows, to winback and sunset strategies.

• Collaborate cross-functionally with squads and channel owners to improve retention, subscription rates, and organic channel contribution.

• Continuously research buyer behavior, competitors, and market trends to identify improvement opportunities and strengthen funnel strategies.

• Define quarterly OKRs, initiatives, and roadmaps or Apparel returning customers, balancing strategic projects with day-to-day execution to drive sustainable growth. Guarantee the accomplishment and clear visibility of daily and weekly completion.

• Own and present key retention KPIs—conversion rates, revenue, repurchase, LTV/CAC—highlighting 20/80 opportunities, blockers, and solutions. Lead weekly reporting, collaborate cross-functionally, and deliver actionable insights to senior leadership to drive performance improvements.

• Extensively benchmark competitors and enrich all reports with weekly insights coming from our top 10 direct competitors that are also doing same communication types and calendar than us.

• Ensure timely, high-quality project execution, coordinating teams, removing roadblocks, and fostering a test-and-learn culture.

• Deliver clear reporting and communication, providing stakeholders with actionable updates, business context, and performance results aligned to OKRs.