AVP, Retention Marketing

Responsibilities

• Define overall vision, strategy and goals for short and long term email and mobile marketing channel growth. Develop and execute a roadmap in partnership with CRM operations, technology and vendor partners to deliver best in class capabilities.
• Develop and refine annual and monthly channel forecasts for visits, conversion and sales. Track performance and optimize strategies and tactics to meet or exceed sales and profit goals.
• Define and optimize lifecycle marketing strategies to drive CRM customer goals including new subscriber engagement, first and second purchase, spend and frequency growth, cross-category purchase, retention and lifetime value.
• Build, manage and optimize email, SMS and push notifications calendars, leveraging channel and campaign performance, promotional plans, brand and category priorities, key marketing/brand messages and business performance as inputs to inform content, audience, frequency, and cadence.
• Refine calendar process, content/creative requests, promotions support, store support and brand/CoOp process in collaboration with key cross-functional stakeholders.
• Create, refine and support execution of a holistic personalization roadmap and strategy across trigger communications, lifecycle journeys, and personalized content within the email and mobile marketing channels.
• Partner with CRM Operations, ESP, Creative, Data Science and Analytics to ensure timely execution of new personalization capability. Track and communicate performance and recommend optimization based on key insights.
• Develop new processes and strengthen relationships with internal and external teams including ESP agency, Integrated Marketing, Creative, CRM Operations, Ecommerce, Stores, and Analytics
• Manage annual budget and forecast monthly and quarterly spend for vendor partnerships with a sensibility for ROI goals and risk management across tactics.
• Analyze and create a strategy to improve subscriber list health, deliverability and unsubscribe rates.

Requirements

• 10+ years of digital marketing experience preferably with direct email and promotional marketing experience
• Proven experience managing direct ESP relationships and large groups of external production partners, ensuring appropriate business context is shared to drive towards a common goal
• Demonstrated leadership skills with the ability to clearly and concisely communicate with and influence senior leaders across multiple businesses
• Experience managing a team of highly motivated, data-driven and results oriented reports to meet and exceed performance goals
• Ability to forecast, maintain and manage a multi-million dollar budget across multiple partners, relationships, and ROI measurement tactics
• Demonstrated ability to take large amounts of cross-functional input to create and facilitate a cohesive channel and product roadmap that meets the needs of all stakeholders while championing the viewpoints of the overall marketing organization
• Creative and analytical thinking with an in-depth understanding of key ecommerce performance metrics and the ability to recognize patterns and trends and how they affect larger business goals
• Proficiency with data processes/flows and key tactics for driving personalization and automation across large customer, product and order level datasets
• A deep understanding of compliance and regulatory laws as it relates to consumer privacy and data security

Benefits

• Comprehensive benefits package for all eligible full-time employees (including medical, vision and dental)
• Benefits: We offer the following benefits for this position, subject to applicable eligibility requirements: medical insurance, dental insurance, vision insurance, 401(k) retirement plan, basic life insurance, supplemental life insurance, disability insurance, and a variety of additional voluntary benefits (such as critical illness, hospital and accident insurance).