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Summary:
- The Head of Lifecycle Marketing will develop and execute a comprehensive lifecycle marketing strategy, focusing on retention, win-back, cross-sell, and promotional campaigns.
- The role will also expand into broader lifecycle initiatives like onboarding, advocacy, and behavior-based triggers.
- This is a builder role that requires a data-savvy, results-oriented leader who thrives in a fast-paced environment.
- The position requires the candidate to work East Coast hours.
Responsibilities:
- Develop and implement a lifecycle marketing strategy, including retention, win-back, cross-sell, onboarding, and promotional campaigns.
- Create strategies to engage and convert new customers, such as educational welcome series and first-purchase incentives.
- Optimize audience segmentation strategies to deliver targeted communications to specific customer cohorts.
- Design campaigns triggered by key actions or inaction (e.g., cart abandonment, product views, or inactive customers).
- Build programs to drive repeat purchases and long-term customer loyalty, utilizing customer insights to reduce churn.
- Create initiatives to re-engage lapsed customers at specific lifecycle points (e.g., 30, 60, 90 days post-purchase).
- Identify opportunities to increase average order value (AOV) and frequency through cross-sell and upsell campaigns.
- Plan and execute strategies for peak seasons or major events to drive incremental revenue.
- Generate reviews, testimonials, and referrals to amplify word-of-mouth growth and advocacy.
- Ensure consistency in lifecycle messaging across email, SMS, push notifications, and other channels.
- Optimize transactional emails to reinforce brand trust and drive upsell opportunities.
- Use data and experimentation to test creative, copy, timing, and workflows to improve program performance.
- Define KPIs, monitor performance, and deliver actionable insights to key stakeholders.
Requirements:
- 5+ years in lifecycle marketing, retention marketing, or CRM roles with demonstrated success in building and scaling programs.
- Hands-on experience with ESPs (e.g., Klaviyo, Braze, Iterable), customer data platforms (CDPs), and analytics tools like Google Analytics.
- Strong skills in segmentation, cohort analysis, and performance tracking.
- Ability to craft high-level strategies while being hands-on with execution in a fast-paced environment.
- Experience in integrated campaigns across email, SMS, push notifications, and other customer touchpoints.
- Entrepreneurial spirit with the ability to prioritize, multitask, and execute with limited resources.
- Proficiency in using data to predict churn, personalize messaging, and optimize engagement.
- Experience with customer models like RFM (Recency, Frequency, Monetary) analysis to create targeted campaigns.
- Deep understanding of the customer journey and how to drive growth through retention, loyalty, and advocacy.
Benefits:
- Generous compensation and employer-paid benefits (Medical, Vision, and Dental).
- Annual wellness and professional development stipend.
- Perks of getting lots of clothing.
