Director of Lifecycle & Retention Marketing

About the role

The Director of Lifecycle & Retention Marketing will lead lifecycle strategy and execution across various marketing channels to enhance customer experience, acquisition, retention, and lifetime value. They will also manage customer segmentation, personalization, performance analysis, loyalty program management, and trends & strategy communication.

Responsibilities

• Lifecycle Strategy & Execution
• Lead lifecycle strategy and manage daily execution across channels like email, SMS, and loyalty programs.
• Create and implement a robust email & SMS strategy focusing on personalized messaging, churn prevention, and lifecycle campaigns.
• Develop and monitor KPIs for engagement across the customer journey and introduce new channel strategies based on emerging insights.
• Conduct A/B tests on marketing campaigns to determine the most effective strategies and messaging.
• Communicate performance on retention KPIs and goals with the business, including the executive team.
• Customer Segmentation & Personalization
• Develop customer segmentation strategies to improve targeting and personalization of campaigns.
• Identify and implement high-value retention opportunities through segmentation and targeting test strategies.
• Performance Analysis & Optimization
• Create and monitor a robust set of KPIs to analyze engagement across the customer journey.
• Conduct A/B tests on marketing campaigns to determine the most effective strategies and messaging.
• Loyalty Program Management
• 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.
• Collaboration & Cross-Functional Partnerships
• Work cross-functionally with teams including Consumer Insights, Analytics, Product, Marketing Channel Owners, Product Marketing, Operations, Customer Experience, and more.
• Trends & Strategy Communication
• Identify trends, risks, and recommendations to leadership and cross-functional teams to adjust operational strategies in real-time and support the development of new retention initiatives.
• Project Management
• Excel at project management to ensure projects move forward on time and with minimal friction from all stages, from pre to post-launch.

Qualifications

• 8-10+ years of experience in retention or customer strategy with a strong business intuition and 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.
• A self-starter with a naturally curious mindset, a hunger to dig into problem-solving, and excellent cross-functional relationship-building skills.
• Strong project management and prioritization skills with a strong attention to detail, capable of working on multiple campaigns/initiatives simultaneously.
• Outstanding communication and problem-solving abilities with minimal guidance in a fast-paced, deadline-driven, and team-oriented environment.
• Ability to drive projects forward in an ambiguous environment and a bias for action.