Lifecycle Marketing Manager

About Us

Home of the game-changing, famously comfortable thong, behind women since 1977, women-led Hanky Panky is loved by celebrities and stylists, sold in over 70 countries, and relied upon by millions of fans. We’ve never chosen empire-building over people, planet, and ethics. Rooted in integrity, our values have never wavered. We support slow fashion, sustainable practices, and fair rewards.

About You

You are passionate about digital marketing and driving performance. You pride yourself on being both analytical and tactical, leading by example, and collaborating with others. You can multi-task and project manage and still have fun. You like working hard but you love working efficiently, and above all, you are humble, curious and solutions driven.

Key Responsibilities

Retention Strategy & Execution:

• Develop and execute retention strategies across email, SMS, Loyalty and other integrated marketing channels to increase customer loyalty and repeat purchases.
• Provide data-driven e-mail and SMS marketing strategies that define engagement programs (welcome series, post-purchase, win-back) to drive engagement and conversion.
• Analyze customer data to extract insights and identify trends, opportunities, and segmentation strategies that enhance personalization and relevance.

Email, SMS & Loyalty Campaigns:

• Own daily newsletter and SMS calendar management & execution including: Planning and concepting for daily sends based on product seasonality, new product and promo against forecast plan |  Copywriting and creative briefs |  Daily email builds in Klaviyo, SMS 2-3 times per week | Testing, segmentation and optimizing | Reporting weekly business review, hindsight's and ad hoc
• Manage and optimize existing email trigger campaigns for non-loyalty and loyalty customers to support LTV goals
• Identify opportunities for new trigger campaigns to support LTV goals
• Build segmentation strategies to bring in personalization and reduce reliance on full file daily sends
• Audience management to maintain productive audiences including audience profile cleaning
• List health management to ensure we maintain positive reputation and no restrictions on deliverability among all email platforms
• Grow email list through onsite activations, acquisition channels and partnerships.

Cross-Channel Collaboration:

• Work closely with external agencies and partners to manage flows of marketing & triggered sends, support teams on influencer and organic social campaigns and SEO initiatives
• Optimize loyalty program integration and performance.
• Work with internal creative teams on brand & product narrative in copy and creative, and to help lead customer messaging for owned channels (Email, SMS, organic social)
• Partner with both external agency and internal partners including Brand Marketing, eCommerce, IT, Merchandising and Performance Marketing teams to develop, execute and optimize seasonal 360 strategies for retention marketing activities

Customer Insights & Data Analysis:

• Support the engagement/retention marketing initiatives by collecting and analyzing customer data for email/SMS/loyalty marketing performance.
• Maintain and update dashboards, data visualizations, campaign and website performance reports including weekly and monthly reports and tie to forecast goals.

Skills & Experience Required

• Undergraduate or Graduate Degree in marketing, data analysis, or a related field.
• 4-6 years of Email/lifecycle/CRM marketing experience, including experience in ecommerce a must.
• Strong growth marketing background and industry knowledge of customer acquisition, engagement, retention, and journey mapping through email and SMS
• Experience with analytical and reporting tools, including, Google Analytics, and Data Studio.
• Experience with Klaviyo (email and CDP)
• Experience with project management tools such as Bynder, Monday, Figma.
• Experience with A/B and multivariate experiments.
• Track record of strong analytical and strategic thinking skills.
• Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate.
• Ability to make data-driven decisions.
• Excellent interpersonal and collaboration skills.
• Strong communication and presentation skills.