Retention Marketing Lifecycle Manager, Bespoke Post

• Has 8+ years of experience in an email marketing, CRM, marketing automation, or customer lifecycle role
• Has extensive experience building email campaigns/workflows to drive incremental revenue
• Has expert level knowledge of best practices for email, creative, segmentation, personalization, dynamic content, and building customer journey series
• Has hands-on experience with working in an ESP (we use Sailthru and Klaviyo) and creating automated/triggered programs
• Has strong analytical abilities and a high aptitude for testing, experimentation, and analyses
• Has advanced knowledge of HTML
• Has outstanding attention to detail and ability to find the smallest issue or edge case in multi-part, cross-channel communications
• Has stellar project management and organization skills, able to thrive in a fast-paced environment and work well with other teams
• Is able to work cross-functionally, helping to lead teams effectively through a project
• Takes a positive, scrappy approach to work that is proactive, independent and results-driven - you’ll be starting from scratch and building in many areas

Desirable

• We’re looking for a Retention Marketing Lifecycle Manager to help us build and nurture relationships with customers and subscribers by creating meaningful touchpoints and experiences
• You will manage the strategy behind any triggered/transactional emails, recurring campaigns, drip series, and custom lifecycle flows
• This role reports to the VP, Growth Marketing, and will oversee cross-channel nurturing campaigns from end to end, from creating new personalized email flows to testing, QAing, executing, and analyzing performance
• You’ll collaborate with cross-functional teams in order to support cross-channel initiatives that meet higher-level business goals. Additionally, you will manage SMS marketing communications, Club Membership emails, on-site promos and retention initiatives, marketing automation, and loyalty programs
• Strategic Ownership of Marketing Calendar: Oversee and strategically manage the marketing calendar across all brands, ensuring that lifecycle initiatives align with overarching brand goals. Coordinate with leadership to prioritize and align marketing efforts across owned channels
• Cross-Functional Campaign Leadership: Serve as a key partner to Product, Merchandising, Design, and Customer Experience teams to ensure alignment and maximize the impact of retention marketing across multiple channels, including SMS, email, in-shipment, and on-site touchpoints
• Email/SMS Campaign Management & Optimization: Lead the development, execution, and optimization of email and SMS campaigns, with a focus on driving incremental revenue, increasing customer engagement, and maximizing lifetime value. Set and manage KPIs, establish testing frameworks, and oversee personalization and segmentation strategies
• Lifecycle Strategy & Journey Development: Design and implement customer journey strategies across various lifecycle stages, including cart abandonment, churn prevention, loyalty engagement, and win-back campaigns. Leverage automated and personalized touchpoints to deliver impactful communications
• Loyalty & Rewards Program Strategy: Develop and continuously refine loyalty and rewards programs, creating and optimizing strategies that increase repeat purchases, enhance customer satisfaction, and drive higher LTV. Collaborate with cross-functional teams to innovate on rewards structures
• Customer Insights & Data-Driven Strategy: Lead quantitative and qualitative analysis of customer data to extract insights that inform lifecycle and retention strategies. Utilize customer feedback and performance metrics to guide iterative improvements and ensure retention goals are met
• SEO & Online Reputation Management: Guide SEO strategies to improve site content and technical elements, collaborating with digital and content teams to monitor and enhance the brand’s online reputation and visibility across review platforms and search engines
• Performance Tracking & Reporting: Establish and maintain dashboards to track retention KPIs, providing regular reporting and insights to senior management. Develop actionable insights and recommendations to drive continuous improvement in lifecycle marketing efforts
• Experimentation & Innovation: Drive ongoing testing, experimentation, and implementation of new strategies to enhance segmentation, messaging, and personalization efforts, aiming to optimize KPIs and ensure a competitive edge
• Special Projects & Strategic Initiatives: Take ownership of high-impact special projects and initiatives that advance retention and lifecycle goals, collaborating with leadership to align on project scope and objectives