Responsibilities

• Build and execute clear retention, subscription, and lifecycle strategy frameworks across the customer journey
• Identify the biggest retention and subscriber value levers (offers, UX friction, packaging, merchandising, onboarding, touch points, education, etc.) for different cohorts, customer archetypes, and product entry points
• Align cross functional teams on priorities and tradeoffs across merchandising, product, acquisition, creative, CX and more
• Lead customer facing retention channels (Email, SMS, Loyalty, Direct Mail, Recurring Subscriptions, etc.) by optimizing existing efforts and implementing new strategies and tactics that grow engagement and ultimately lifetime value.
• Create and maintain segmentation frameworks and automations that scale and deliver incremental value
• Build, maintain, and execute on a retention marketing calendar
• Manage and optimize deliverability, creative best practices, frequency and personalization for owned CRM channels
• Own subscription onboarding, engagement, the digital products themselves (customer portal + recurring subscription tool), dunning/payment recovery, subscriber up/cross-sells, etc.
• Understand the drivers of subscription churn, and build strategies over time that decrease it
• Partner with merchandising and product to ensure subscription benefits and value propositions are irresistible

Requirements

• 5-10 years of direct experience in lifecycle, CRM channel management, and/or retention marketing.
• Direct experience growing a digitally native brand and customer base
• Experience managing a recurring subscription program, including deep experience with dunning, payment recovery, and product journey strategies
• Deep analytical skills, including direct experience with dashboarding, hands-on report building through a BI tool, and ad-hoc analyses…all of which help us identify issues and opportunities faster, and act on them. You don’t need a data scientist or dedicated analyst to get smart learnings.
• A robust understanding and appreciation of creative factors that impact business results. On brand creative for Shinesty seeks to entertain, engage, convert, and keep customers coming back for more