Director of Lifecycle & Retention Marketing

Role Overview

• Lead lifecycle strategy and manage daily execution across lifecycle marketing channels such as email, SMS, and loyalty programs to directly impact key business objectives such as customer experience, customer acquisition, retention, and lifetime value.
• Build a robust and innovative email & SMS strategy that focuses on personalized messaging, churn prevention, and lifecycle campaigns to drive demand and list growth.
• Implement all aspects of the owned channel email deployment process, from pulling audiences, uploading content, QA, launch, and monitoring email deliveries.
• Develop new and improve existing automated campaigns to deliver personalized content throughout the lifecycle.
• Develop customer segmentation strategies to improve targeting and personalization of our campaigns.
• Identify actionable business cases for high-value retention opportunities, including segmentation and targeting test strategies to engage users with a combination of content and user experience across web & app touchpoints.
• Create and monitor a robust set of KPIs that allow us to analyze engagement across the customer journey. Use emerging insights to recommend and introduce new channel strategies that enable us to communicate effectively with customers, reduce churn, and retain customers.
• Conduct A/B tests on marketing campaigns to determine the most effective strategies and messaging.
• Proactively communicate performance on retention KPIs and goals with the business, inclusive of the executive team.
• Implement strategies to grow loyalty enrollment while maintaining engagement across all cohorts.
• Own the loyalty marketing calendar in partnership with brand and digital marketing for all loyalty campaigns.
• Work cross-functionally, partnering with multiple teams across the business to execute our Retention efforts, including: Consumer Insights, Analytics, Product, Marketing Channel Owners, Product Marketing, Operations, Customer Experience, and more.
• Identify trends, risks, and recommendations to leadership and cross-functional teams in order to adjust operational strategies in real-time and support the development of new retention initiatives.
• Excel at project management to ensure projects move forward on time and with minimal friction from all stages, from pre to post launch.

Requirements

• 8-10+ years of experience in retention or customer strategy with a strong business intuition, possess a love of problem solving, and a proven track record of maintaining high output and growing effective customer-focused retention programs in a fast paced environment
• Relevant work experience in retention, business strategy, customer marketing, marketing strategy, or analytics with proven ability to develop successful retention marketing strategies and results
• Deep interest in research and data analysis, with a proven track record of drawing actionable insights from raw data, inclusive of Excel (or equivalent data visualization tools)
• Direct Retention-focused Analysis or Marketing experience identifying and monitoring key performance indicators
• Self starter and naturally curious mindset with a hunger to dig into problem solving
• Strong cross functional relationship builder
• Excellent project management and prioritization skills and strong attention to detail with the capability to work on multiple campaigns/initiatives simultaneously
• Outstanding communication and ability to problem solve with minimal guidance in a fast-paced, deadline-driven, and team-oriented environment
• Ability to drive projects forward in an environment that could lean ambiguous
• Has a bias for action and are willing to move through the clutter to get to an output quickly and efficiently

Benefits

• Health insurance
• 401(k) matching
• Flexible work hours
• Paid time off
• Remote work options