Job description
PRIMARY RESPONSIBILITIES
• Develop a strategic & synergistic plan re: how to profitably grow retention and customer loyalty and LTV, and partner with others in the business to achieve this plan
• Using data and insights, define our most valuable consumer segments, mapping out user journeys and friction points and opportunities across all touch-points; work across the organization to optimize the journey
• Partner with internal & external partners to optimize retention strategies across all programs including Loyalty, Subscription, Email Flows, SMS, and Sampling to help attain revenue targets and improve LTV & repeat customer rates
• Work with brand and product teams to translate our mission, brand and product offering into a compelling marketing, product and content strategy for existing customers within CRM, loyalty, and other customer touch-points
• Enhance implementation of automated lifecycle campaigns through segmentation based on purchase behaviors and customer data
• Cultivate strong customer economics around repeat rates, frequency, AoV, ARPU, engagement, CLTV, churn prevention and champion a "let's grow LTV" mindset across the business
• Regularly analyze campaign results; establish KPIs and goals to work towards. Profile weekly and monthly reports; Identify actionable next steps for improvement
• Think of new innovative ways to encourage repeat shopping behaviors; A/B test to better understand and optimize across campaigns
• Audit and re-platform our subscription program, while also evaluating, concepting and testing the feasibility of a complementary loyalty program
• Collaborate with e-commerce, marketing, creative, operations, and third party agencies/vendors to scale successful retention & loyalty programs
• Partner w/Finance team to manage P&L of all retention programs, including directing and overseeing forecasting, retention programs & cohort reporting, and business analysis
SMS & EMAIL
• Manage the Email and SMS programming calendar from end-to-end, including working with marketing and ecom teams to establish a monthly calendar, creative briefing/feedback, execution within ESP/SMS platform, and feedback/reporting
• Bring creative best practices to the table, while establishing a testing roadmap for all campaign emails & SMS
• Manage end-to-end customer lifecycle program from the ground up, using trigger-based messaging (email / SMS / etc ) to increase lifetime value / LTV and reduce churn (currently handled via Wunderkind)
QUALIFICATIONS
• Degree in Marketing Management, Advertising, Communications, or another related field (preferred)
• Minimum 4 years of experience in a direct marketing, agency, or email marketing role
• Solid understanding of the sales life cycle and customer journey
• Comfortable working in a fast-paced, entrepreneurial environment with shifting priorities, and strong project management, time management, and organizational skills and managing projects
• Ability to see the big picture and develop a long-term roadmap and strategy, while also being comfortable in the weeds, tackling all aspects of a project hands-on
• Demonstrated ability to manage many concurrent campaigns and conceptualize data collection and segmentation strategies
• Skilled in problem solving
• Self-starter mentality
• Strong communication skills – written and oral
• Impeccable grammar, writing skills, and deep understanding of direct vs. indirect email copy
• Ability to track, measure, and report on results of email marketing campaigns to determine ROI
• Sufficient experience in marketing automation and content management systems
• Excellent analytical skills and ability to provide actionable insights from data
• Proven experience creating high-impact, unique marketing campaigns
• Prior database management experience, preferably in a similar role
• Familiarity with pertinent automation and performance evaluation software
• Excellent project management skills specific to marketing
• Outstanding copywriting and copyediting abilities
• Ability to harness collaboration to produce well-crafted content
• Drive, ingenuity, and gumption
• Willingness to work extended hours to ensure that projects are completed, as needed
