Director of Retention Marketing

We need to output HTML fragment with sections: About the role? The posting includes description about role, responsibilities, requirements, qualifications, benefits. We need headings:

for section headings like About the role, Responsibilities, Requirements, Qualifications, Skills, Benefits, Pay, Schedule. We should include only sections with real content. No Pay or Schedule as not present. Benefits present. Skills maybe not explicit; we have qualifications and requirements. Could combine Requirements and Qualifications? The instruction: use headings for those categories. We'll create sections: About the role (intro paragraph), Responsibilities (list), Requirements (list), Qualifications (list), Benefits (list). Ensure we preserve all substantive info. Remove boilerplate. No job ID. No application instructions. No duplicated lines. We need to extract content. Let's parse posting: First paragraph: "CALPAK is a Los Angeles-based travel lifestyle brand founded in 1989 on the belief that the right gear should make travel feel effortless, not like one more thing to plan around. From our earliest days as a luggage company to the design-forward, functional products we make today, we've built a loyal community of travelers who return to us trip after trip — and that loyalty is exactly what this role is built to deepen. We're looking for a Director of Retention to own CALPAK's lifecycle marketing engine, building and evolving the owned channel strategy that drives repeat purchase rate, customer lifetime value, and long-term engagement at every stage of the customer journey. This person will report directly to the Senior Director of Retention, lead and mentor the retention team, and serve as the lifecycle authority at CALPAK — bringing a data-driven, customer-obsessed perspective into every strategic decision, and partnering closely with Acquisition, Brand, Ecommerce, and Creative as a true peer." That's about the role. Then "Key Responsibilities:" then bullet list items (some are long sentences). We need to capture each bullet. List after "Key Responsibilities:" includes: - Lifecycle & CRM Strategy - Set strategic direction for lifecycle and CRM programs across email, SMS, loyalty, reviews, direct mail, and other owned channels, driving long-term revenue growth and customer lifetime value - Develop an annual retention roadmap that translates business goals into quarterly initiatives, defines measurable success metrics, and clarifies departmental priorities - Define the strategic vision for promotions and product launches across owned channels, ensuring lifecycle marketing is tightly integrated into every major moment on the calendar - Prioritize CRM flows and campaigns across the full lifecycle, determining where to invest, what to test, and how to sequence and segment programs to drive the greatest impact on repeat purchase and LTV - Champion brand advocacy through evergreen lifecycle content, building strategies that deepen emotional connection with CALPAK, reinforce brand identity, and turn customers into active advocates - Loyalty, Referral & Retention Programs - Own the loyalty program strategy, designing a program that is genuinely differentiated and compelling, giving customers meaningful reasons to return and driving measurable improvements in LTV and repeat purchase rate - Own the referral program strategy, building loops that drive incremental acquisition at an efficient cost - Own the reviews strategy, building programs that generate authentic social proof, strengthen brand trust, and feed customer insights back into the broader retention and product strategy - Customer Intelligence & Strategy - Serve as CALPAK's subject matter expert on retention and customer behavior, maintaining a data-backed point of view on program performance, knowing what drives customers to purchase and purchase again, and identifying opportunities for meaningful improvement across every stage of the journey - Define the segmentation and personalization vision for the lifecycle program, setting the strategic framework that ensures every customer interaction is relevant, timely, and grounded in data - Build systems to identify, understand, and engage CALPAK's core customer personas, ensuring messaging is tailored across channels and that meaningful shifts in persona behavior are surfaced quickly with a clear plan of action - Forecast lifecycle revenue by evaluating historical performance and modeling future outcomes to inform strategy and assess business impact - Own core retention KPIs, including LTV, RPR, and retention’s share of revenue by projecting and setting goals, building the measurement framework to track them, and driving the decisions that deliver results - Cross-Functional Partnership - Partner cross-functionally with Acquisition, Brand, Ecommerce, and Creative teams to create a cohesive lifecycle marketing experience that attracts, converts, and retains customers - Think beyond retention revenue, connecting the dots between lifecycle initiatives, brand health, acquisition efficiency, and broader business performance to ensure decisions are made with the full picture in mind - Bring customer data and lifecycle insights into creative briefings, ensuring content is informed by what customers actually respond to - Evaluate and evolve CALPAK's retention technology stack, ensuring the right tools are in place to improve scalability, performance, and ROI, and that the overall program reflects industry-leading lifecycle marketing standards - People Leadership - Build and develop a best-in-class retention team, recruiting, growing, and retaining the talent needed to execute at the highest level while setting clear expectations, running consistent 1:1s, and actively investing in each person's career growth - Foster a high-performance team culture where briefs are tight, decisions are data-backed, and the team executes with confidence and consistency - Manage agency and technology partners with clear expectations and accountability across all retention programs - Provide additional support as needed Then "Requirements" heading? Actually after responsibilities there is "Requirements Key Responsibilities:" but seems mis-typed. Then after that there is "Qualifications". Let's parse: After responsibilities block, we see: "Requirements Key Responsibilities:" maybe a mistake. Then list of responsibilities again? Actually after that we see "Requirements" then list? Let's scroll: The text after responsibilities: "Requirements Key Responsibilities: Lifecycle & CRM Strategy Set strategic direction for lifecycle and CRM programs across email, SMS, loyalty, reviews, direct mail, and other owned channels, driving long-term revenue growth and customer lifetime valueDevelop an annual retention roadmap that translates business goals into quarterly initiatives, defines measurable success metrics, and clarifies departmental prioritiesDefine the strategic vision for promotions and product launches across owned channels, ensuring lifecycle marketing is tightly integrated into every major moment on the calendarPrioritize CRM flows and campaigns across the full lifecycle, determining where to invest, what to test, and how to sequence and segment programs to drive the greatest impact on repeat purchase and LTVChampion brand advocacy through evergreen lifecycle content, building strategies that deepen emotional connection with CALPAK, reinforce brand identity, and turn customers into active advocates Loyalty, Referral & Retention Programs Own the loyalty program strategy, designing a program that is genuinely differentiated and compelling, giving customers meaningful reasons to return and driving measurable improvements in LTV and repeat purchase rateOwn the referral program strategy, building loops that drive incremental acquisition at an efficient costOwn the reviews strategy, building programs that generate authentic social proof, strengthen brand trust, and feed customer insights back into the broader retention and product strategy Customer Intelligence & Strategy Serve as CALPAK's subject matter expert on retention and customer behavior, maintaining a data-backed point of view on program performance, knowing what drives customers to purchase and purchase again, and identifying opportunities for meaningful improvement across every stage of the journeyDefine the segmentation and personalization vision for the lifecycle program, setting the strategic framework that ensures every customer interaction is relevant, timely, and grounded in dataBuild systems to identify, understand, and engage CALPAK's core customer personas, ensuring messaging is tailored across channels and that meaningful shifts in persona behavior are surfaced quickly with a clear plan of actionForecast lifecycle revenue by evaluating historical performance and modeling future outcomes to inform strategy and assess business impactOwn core retention KPIs, including LTV, RPR, and retention’s share of revenue by projecting and setting goals, building the measurement framework to track them, and driving the decisions that deliver results Cross-Functional Partnership Partner cross-functionally with Acquisition, Brand, Ecommerce, and Creative teams to create a cohesive lifecycle marketing experience that attracts, converts, and retains customersThink beyond retention revenue, connecting the dots between lifecycle initiatives, brand health, acquisition efficiency, and broader business performance to ensure decisions are made with the full picture in mindBring customer data and lifecycle insights into creative briefings, ensuring content is informed by what customers actually respond toEvaluate and evolve CALPAK's retention technology stack, ensuring the right tools are in place to improve scalability, performance, and ROI, and that the overall program reflects industry-leading lifecycle marketing standards People Leadership Build and develop a best-in-class retention team, recruiting, growing, and retaining the talent needed to execute at the highest level while setting clear expectations, running consistent 1:1s, and actively investing in each person's career growthFoster a high-performance team culture where briefs are tight, decisions are data-backed, and the team executes with confidence and consistencyManage agency and technology partners with clear expectations and accountability across all retention programsProvide additional support as needed Qualifications 7+ years in retention, lifecycle, or CRM marketing, with 3+ years in a leadership or management roleDeep expertise in email, SMS, and lifecycle automation (Klaviyo, Attentive, or equivalent)Experience with loyalty and referral program strategy, execution, and optimizationStrong command of audience segmentation, personalization, and data-driven decision makingProficiency with analytics and reporting tools; you know the story behind every number and what to do nextExperience managing and developing a team, as well as agency and technology partnersDTC or e-commerce experience required; consumer product or lifestyle brand strongly preferredA builder's mentality, energized by creating structure, process, and clarity where it doesn't yet exist Benefits Why CALPAK: Benefits & Perks: Annual bonus planMedical, Dental & Vision insurance401K w/ company matchingLife insurance & Disability coverageAccrued paid time off & floating holidaysMonthly wellness creditsDog friendly officeEmployee discountBenefits and incentive compensation may be subject to other requirements and conditions" It seems the text got duplicated: after responsibilities, there is "Requirements Key Responsibilities:" then repeats responsibilities again (no bullet formatting). Then "Qualifications" list. Then "Benefits" list. Thus we need to extract unique content: responsibilities (we have them already). Requirements maybe not separately listed; the qualifications list serves as requirements. But we could treat "Requirements" as the qualifications list? However the posting has a "Qualifications" section with bullet points. We'll create sections: About the role (intro), Responsibilities (list), Qualifications (list), Benefits (list). Possibly also Requirements? But we don't have separate requirements beyond qualifications. Could combine Requirements and Qualifications? The instruction says use headings for Requirements, Qualifications, Skills, Benefits, etc. We'll include Requirements if there is distinct content; but we don't see separate requirements list besides qualifications. Might treat the qualifications as requirements. But we already have Qualifications heading. We could omit Requirements heading to avoid duplication. The instruction: "Prefer a few substantive sections over many thin ones." So we can skip Requirements if it's just same as Qualifications. Thus sections: About the role, Responsibilities, Qualifications, Benefits. We need to format lists with

• . For each bullet, we need to preserve the text. For responsibilities, we have sub-bullets under headings like Lifecycle & CRM Strategy etc. Should we keep those subheadings? The instruction: use

  for section headings (e.g. About the role, Responsibilities, Requirements, Qualifications, Skills, Benefits, Pay, Schedule). It didn't say we cannot have subheadings inside lists. But we could keep the responsibility categories as or just as part of list items? Probably better to keep them as part of list items (plain text). However the original had headings like "Lifecycle & CRM Strategy" then indented bullets. We could represent as

  • Lifecycle & CRM Strategy: ...
  etc. That preserves info. Similarly for Qualifications list: each bullet is a requirement. Benefits list: each benefit. Let's extract Qualifications bullets: - 7+ years in retention, lifecycle, or CRM marketing, with 3+ years in a leadership or management role - Deep expertise in email, SMS, and lifecycle automation (