Job description
We’re working with an award-winning, fast-growing premium body care brand based in New York city with a selective distribution, including Sephora (US, Canada, Europe), Harrods, Selfridges, Douglas, and their own e-commerce channel.
Overall Responsibilities:
We are looking for an experienced Retention Rockstar, who will lead the growth and development of our email, CRM & Loyalty programs. You will manage an Assistant Manager, Retention and ensure their continued growth to build a best-in-class team.
Email:
• Help to set the strategic roadmap for our email and SMS channels, balancing long-term initiatives with near-term needs and aligning the team’s priorities to the highest impact work
• Accountable for tracking and measuring KPIs that ladder up to the business goals, with ongoing efforts to continuously analyze data, identify trends, and implement optimizations within email performance and share insights and recommendations
• Develop a testing and experimentation roadmap to continually optimize all areas of the email program and identify opportunities to better understand our customer segments
• Expand and optimize our personalization and segmentation strategies across all email and SMS touchpoints to increase engagement, revenue, and efficiency
• Work directly with Assistant Manager, Retention on managing the calendar and execution of email and CRM marketing campaigns, from creative brief through deployment
• Help to ensure fantastic cross departmental communication between the copy, creative and merchandising team members
• Work closely with marketing and creative teams to develop clear stories that showcase product attributes, encourage cross category purchases and drive repeat purchases
• Effectively collaborate with internal and external business partners to ensure overall email program performance, including implementing new technical functionality, list hygiene best practices and ensuring deliverability
CRM:
• Become a subject matter expert in customer behavior, cohort analysis, segmentation, and user experience, serving as a go-to person for retention-related questions from senior leadership
• Improve and ensure the health of owned channels through regular reviews of KPI/ metrics and channel health checks
• Assist with forecasting CRM KPIs, budget and revenue
• Leverage consumer and business insights and test data to identify, size and prioritize opportunities that drive lifetime value
• Structure and oversee data projects to understand customer behavior and create strategies based on results to drive retention and LTV
• Evolve our segmentation strategy to deliver a personalized and relevant customer experience across all retention touchpoints
• Work with external agency to execute on channel support: strategy, data and hygiene
Loyalty:
• Lead, manage, and deliver the loyalty program strategic plan, including key financial goals, customer engagement strategies, detailed marketing plans, and investment requirements
• Execute against loyalty marketing calendar; lead projects to ensure key milestones are met and project requirements are delivered on time
• Drive loyalty initiatives across all customer cohorts
• Oversee gifting and surprise and delight programs for our most loyal customers
• Manage consumer product reviews program for new launches
Essential Skills and Experience
• 4+ years of experience directly managing email marketing, loyalty program and building a CRM database
• Demonstrated success in developing innovative CRM campaigns expertise in enterprise email platforms, technology, deliverability, engagement campaigns, A/B testing, and marketing metrics
• Well-versed in key email metrics to support and recommend innovative marketing strategies
• Knowledge in CAN-SPAM, GDPR and email best practices
• Ability to communicate results to various stakeholders and clearly present data
• Exceptional data analytics skills; ability to draw conclusions from large data sets and form actionable insights; experience with analytics tools such as Looker, Rockerbox, Tableau, Google Analytics, and Microsoft Excel
• Experience with email/CRM one or several marketing platforms: Klaviyo, Listrak, Bluecore, Bronto
• Highly organized and take a process-oriented approach to all you do
