The Retention Marketing Manager is responsible for marketing programs and strategies that drive increased loyalty, retention, and LTV. You will use analytical skills to identify opportunities in the customer lifecycle for engagement opportunities. In this role you will create and test personalization strategies for offers and/or content across direct mail and email and leverage those findings to increase response sales across those channels. S/he will also partner with the digital marketing manager to test lifecycle campaigns that increase retention via paid digital marketing channels. S/he will work with Analytics and Data Science partners to understand customer segments and shopping behaviors and create strategies that increase customer LTV.
This position reports to the Director of Janie and Jack marketing.
Oversee and optimize email trigger lifecycle campaigns strategy to drive customer retention and sales
Responsible for email briefs and hindsight for adhoc personalized email campaigns
Partner with eCommerce team define learning agenda and design ‘test and learn’ approach to optimize email segmentation across variables such as messaging, layout, frequency, send day/time, personalization, etc.
Oversee the email expense budget and ensure we stay on budget through email circulation recommendations.
- Be the Salesforce Marketing Cloud subject matter expert for the team.
Execute seasonal direct mail campaigns and own creative brief, circulation strategy and execution, budget management, and results hindsight and recommendations.
- Manage relationship with print vendor to ensure mailers are executed to creative vision.
Maintain, publish , and enhance a broad library of regular (daily, weekly, monthly, quarterly) reports for use by cross-functional partners that track program-level performance, ROI and contribution to total business
Translate customer insights into recommendations for cross functional partners (customer metrics reporting)
Manage coupon code operations, including timely and accurate delivery of codes to Marketing partners, promotion code set-up, tracking, communication and troubleshooting
- Benchmark email, direct mail, promotion, and loyalty programs against the competitive landscape and surface best ew practices in the industry in order to propel the programs forward. Maintain a library of competitive emails and promotions
BA/BS degree required
3-5 years of email, retention, and/or performance marketing experience, preferably in retail industry
Hands-on experience with CRM database, Salesforce Marketing Cloud preferred
Strong analytical skills and proven experience in turning insights into actionable plans
Solid understanding of the retail, e-commerce and email marketing industries and KPIs
Keen attention to detail and exceptional organizational skills
Demonstrated ability to thrive in a fast-paced environment with shifting priorities and last minute changes