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 actionable recommendations
High attention to detail across copy, design, QA, links, segmentation, and deployment
Ability to work independently, move quickly, communicate proactively, and manage projects from strategy through execution
Experience with Shopify and DTC ecommerce platforms
Background in paid creative, including Meta or Google ad stills and GIFs, is a plus
Genuine interest in curly hair, beauty, or wellness is a bonus — but curiosity is required
The Right Fit
You’re a marketer first, not just an email executor. You care about how an email looks and sounds, but you also care about what role it plays in the customer journey.
You can look at a calendar and spot what’s missing. You can look at a flow and see where customers are dropping off.
You can turn a product benefit into a strong campaign angle. And you understand that great email marketing is equal parts strategy, storytelling, design, testing, and thoughtful execution.
At Bebonia, email and SMS are not afterthoughts.
They’re core brand channels — and we’re looking for someone who can help make them smarter, stronger, and more effective.
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