Role Responsibilities - Oversee, refine and manage the end-to-end engagement and promotional strategy for retained customer cohorts
- Lead all current owned marketing programs and initiatives to drive profitable sales and near-term incremental revenue while influencing longer term customer behavior
- Oversee and perform customer segmentation analytics (behavioral, attitudinal, demographic) and formulate a segmentation strategy within current customer base, in line with new customer segmentation output, and implement productive tactics to grow revenue and AOV through retention, cross-sell and win-back initiatives
- Own and lead the management of email, SMS, and overall contact lists - focusing on list health, growth, and engagement - while supporting acquisition and retention targets
- Undertake a thorough customer journey mapping initiative and work with Product Management, Brand Marketing, and Parent Experience teams to identify, understand and optimize key customer segments and layer on lifecycle marketing opportunities, leveraging UX journey mapping, LTV analysis, product innovation, and experimentation with emerging technologies to improve customer lifetime value
- Direct and monitor promo, email, sms, and campaign calendars; and implement plan modifications to optimize performance and quickly address shortfalls when they occur
- Partner and provide strong guidance to Product Management and Content teams to define targeted content and campaigns that increase customer engagement and purchase frequency
- Manage all retention marketing vendors, and as needed, onboard new third-party partnerships to enhance the end-to-end CRM marketing process across triggered, transactional, and ad-hoc campaigns
- Own, manage and enhance the ByHeart's loyalty program strategy, and collaborate with growth marketing team to support referral program, to reward and retain our highest-value and most loyal customers, focused on participation and upward migration
- Ensure compliance with internal guidelines and best practices including CAN-SPAM and CCPA and similar, and help team manage resolution of issues as they arise
- Define and own goals, objectives, KPIs, and monthly budget and revenue forecasts, plus monitor & meet targets on monthly, quarterly and annual basis.
- Develop robust measurement strategies - both at the campaign level - and at the customer segment level, to measure short-term and long-term impact of Retention and CRM strategies
- Lead a rigorous testing strategy (A/B and multivariate tests) alongside the growth and digital product team to continually optimize all areas of the program, including identifying opportunities to better understand our customer segments and their lifecycle and behaviors through owned channels
- Support and collaborate on post-campaign testing/analysis, and iterate to maximize revenue contribution
Skills & Qualifications - 5+ years of retention marketing experience across areas including email, CRM, loyalty/rewards, SMS, push, direct mail, customer segmentation, and promotions in a B2C environment
- Experience working in, and understanding the dynamics of consumer E-Commerce technologies a plus
- Expert knowledge of email / SMS / CRM marketing and reporting tools
- Results-oriented with an exceptional track record of developing profitable retention marketing programs and meeting and exceeding performance & revenue goals
- Strong leadership skills and a proven ability to manage high-performing teams and vendor relationships
- Highly motivated with an entrepreneurial spirit and ability to work independently, while also able to build strong internal relationships and build consensus on critical initiatives
- Excellent leadership skills and organizational savvy with a bias towards a high-collaboration, team-oriented, matrixed environment with proven success partnering with digital product, customer acquisition, brand and product marketing, creative, regulatory, commercial, and innovation teams
- Strong analytical and problem-solving skills; comfortable leveraging large amounts of data to drive decisions and a passion for continuous testing and optimizations
- Ability to operate in a fast-paced environment, managing multiple projects simultaneously and prioritizing time and resources based on business impact
- Passion for delighting and advocating for customers and an intimate understanding of how and when to influence customer behavior
- Bachelor's Degree required in Business Administration, Marketing, or related field. MBA preferred.
The minimum annual salary for this position is $150,000 and the maximum is $175,000. The salary range for performing this role outside of New York City will differ. Additionally, you will be eligible to participate in our company's equity program, plus our robust medical, dental, vision, retirement, and other benefits
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