Responsibilities

• Customer Growth & Retention: Own list growth, subscriber conversion, retention strategy and the active customer file end-to-end, including segmentation, across email, SMS, app & web push, and loyalty.
• Testing Roadmaps: Build and manage an ongoing A/B and multivariate testing roadmap across the customer lifecycle, winback, and loyalty programs, and translate results into go-forward strategy.
• Reactivation Campaigns: Build winback strategies and targeted reactivation campaigns to reduce lapsed customer files and to recover revenue.
• Email and SMS Campaigns: Lead end-to-end email and SMS campaign strategy, segmentation, execution, testing, deployment, analysis, and optimization across a high-volume send program with complex, multi-dimensional segmentation.
• Purchase Frequency: Increase customers' purchase frequency and overall lifetime value through lifecycle campaigns, personalization, and journey optimization.
• Loyalty Program: Own the loyalty program end-to-end: program structure, enrollment growth, utilization, tier progression, rewards and promotion calendar, and ongoing program optimization.
• Data-Driven Decisions: Utilize sales and campaign data daily to drive revenue performance, repeat purchase rate, retention/lapse rate, list growth, engagement rates, and loyalty KPIs, with regular, proactive reporting to leadership.
• Cross-Functional Collaboration: Collaborate with leads across eCommerce, Social, Paid Media to optimize the customer experience to deliver a cohesive brand narrative and promotion calendar that works seamlessly across onsite/in-app journeys.
• Vendor Management: Manage relationships with ESP, SMS, and loyalty technology platforms/vendors, staying current on platform capabilities and industry best practices.
• Team Leadership & Development: lead and development a team of two and remain hands-on while clearly assigning responsibility, setting objectives and measures, and monitoring process, progress, and results, with feedback loops built into the team's work.

Requirements

• 8+ years of direct-to-consumer marketing experience in lifecycle and retention marketing, including email, CRM, loyalty, and customer segmentation.
• Proven experience owning loyalty program strategy and performance, including program setup, driving enrollment, utilization, and tier progression.
• Experience managing a high-volume email/SMS program with complex, layered segmentation strongly preferred.
• Demonstrated ownership of program performance — a track record of setting targets, reporting results transparently, and course-correcting based on data.
• Experience monitoring email/SMS deliverability and ensure compliance with applicable regulations (e.g., CAN-SPAM, TCPA) across a high-volume sending program.
• Hands-on ESP and SMS platform experience, including building automated/triggered programs within the technical capabilities of the platform.
• Prior people management experience required.
• BA/BS in business, marketing, analytics, or related field (or equivalent experience).