Responsibilities

• Lead the strategy and execution that keeps customers engaged, encourages repeat purchases, and grows lifetime value.
• Shape email and text marketing plans
• Guide loyalty program initiatives
• Partner with Digital Technology Teams to create seamless customer touchpoints
• Use data and insights to improve how we connect with our consumers across every platform
• Develop the strategy and oversee the execution for email and text marketing to encourage repeat purchase and to increase the lifetime value of each customer.
• Create and implement the lifecycle marketing strategy through customer segmentation, personalization, and messaging to drive repeat purchase through owned channels.
• Oversees all aspects of email delivery including creative, campaign list creation, email tests (including A/B testing), calendar and deployment for triggered series, campaigns, and brand emails
• Explore opportunities to measure, analyze and incorporate the use of behavioral data for optimizing email send and campaign performance to meet revenue goals.
• Own QA protocols, to ensure campaigns are deployed accurately and on-time.
• Create the forecast and report on results for retention marketing activities.
• Develop content plans for retention tactics that align to the overall integrated marketing calendar.
• Ensure key product styles are regularly marketed through evergreen content planning.
• Develop strategies for hitting revenue targets, especially when there is a gap outside of our normal plans.
• Write a test plan and develop a learning library to continually capture insights and optimize retention marketing activities.
• Develop new strategies for first-party data acquisition of new customers and continually find ways to personalize content.
• Work with our VF Digital Technology (DT) partners to manage and deliver a best-in-class customer experience across the MarTech stack, including owning approvals and testing for Customer Relationship Management (CRM) related projects and enhancements.
• Own the relationship with all 3rd party CRM vendors and develop a strategic roadmap to ensure we hit our financial goals and consistently improve our email, SMS, and loyalty customer flows.
• Partner with the DT VF Analytics team to develop CRM dashboards to effectively understand the business and share insights with the broader SWIB organization around our consumers.
• Manage the budget, including forecasting, invoicing, and actualizing costs for retention tactics.

Requirements

• 8-10 years of experience and professional achievements
• Email, text, and retention marketing strategy
• Lifecycle marketing, customer segmentation, personalization, and A/B testing
• Loyalty program management and strategy
• Retention forecasting, budget management, and financial acumen
• Creative brief writing and experience managing creative from brief through execution
• Project management, organization, and comfort using tools such as Asana, DAM platforms, Excel/Google Sheets, Coupa, Salesforce, and Bluecore
• Experience managing outside partners, team leaders, and cross-functional partners
• People leadership, including managing direct reports, coaching team members, and supporting team development
• Clear and direct communication, including presentation skills
• Strategic thinking, adaptability, agility, curiosity, and a proactive mindset

Preferred

• Experience working in Bluecore as the Email Service Provider (ESP) and Short Message Service (SMS) Provider
• Experience working in an Ecommerce business, especially in the Clothing/Footwear industry
• Familiarity working within Blueconic or other Customer Data Platforms (CDPs) to manage customer segments and/or deep dive into consumer reporting

Benefits

• Benefits at VF Corporation: You can review a general overview of each benefit program offered, including this year's medical plan rates on www.MyVFbenefits.com and by clicking Looking to Join VF? Detailed information on your benefits will be provided during the hiring process.