Lifecycle Engagement Manager

About Us

We are a company that creates beautiful, one-of-a-kind jewelry that speaks to the heart. Our mission is to help our customers find their perfect piece, and to build a loyal community around our brand.

Our team is dedicated to delivering exceptional customer experiences, and we're looking for someone who shares our passion for customer-centricity and innovative marketing strategies.

Your Key Responsibilities

You will develop and execute personalized marketing strategies that enhance every stage of the customer journey, focusing on email and SMS as primary channels for driving returning customers and repeat purchases.

You will create detailed customer personas and journey maps, segment the customer base, and design multi-channel campaigns with a focus on email, SMS, direct mail, social media, and loyalty programs.

You will collaborate closely with the brand/creative and customer support teams to ensure cohesive and engaging experiences across all touchpoints.

You will work and support customer service and social media teams to collect and analyze customer feedback, reviews, and social interactions to refine our marketing strategies, improve user experience (UX), and foster community engagement.

Key Performance Indicators

• Develop and implement comprehensive lifecycle marketing strategies to engage customers at every touchpoint, from acquisition to retention.
• Utilize customer data, insights, and feedback from surveys and reviews to create detailed customer personas and journey maps.
• Segment the customer base to deliver personalized marketing campaigns that resonate with specific audience segments.
• Manage reviews and survey programs to provide consistent feedback to the team and strengthen social proof.

Campaign Planning and Execution

• Design, execute, and optimize multi-channel marketing campaigns, including email, SMS, social media, direct mail, and in-app notifications.
• Collaborate with the content and creative teams to develop compelling messaging and visuals that align with the brand's identity and values.
• Manage the end-to-end campaign process, from planning and execution to performance analysis and optimization.
• Work with the product and development teams to create automated workflows and triggered messaging for different lifecycle stages.

Retention and Loyalty Programs

• Develop and manage customer retention programs, including loyalty rewards, referral programs, win-back campaigns, and re-engagement strategies.
• Analyze customer behavior, purchase history, and feedback to continuously improve retention efforts and enhance the overall customer experience.
• Implement personalized recommendations and dynamic content to drive repeat purchases and increase customer lifetime value.
• Utilize customer surveys and feedback to tailor loyalty programs and ensure they meet evolving customer needs while prioritizing lifetime value and repeat purchase rate.

Data Analysis and Reporting

• Monitor and analyze key performance metrics related to customer lifecycle stages, including acquisition, activation, retention, churn, and customer lifetime value.
• Utilize data-driven insights to inform marketing strategies and optimize campaign performance.
• Create and present reports on lifecycle marketing performance, highlighting successes, challenges, and areas for improvement.
• Conduct A/B testing and other experimentation to continually refine and improve campaign effectiveness.

Cross-functional Collaboration

• Collaborate with product, sales, customer service, and e-commerce teams to ensure a cohesive approach to customer engagement.
• Partner with the Director of Brand and Creative to maintain a consistent brand voice and visual identity across all customer touchpoints.
• Coordinate with external vendors, agencies, and technology partners as needed to enhance marketing efforts and achieve business goals.
• Align with the customer service team to ensure that feedback and insights from customers are incorporated into lifecycle strategies.
• Work closely with social media teams to monitor customer sentiment, gather actionable insights, and engage with the community to foster stronger relationships and brand loyalty.

Leadership and Development

• Mentor and guide junior team members, fostering a culture of continuous learning and professional growth.
• Lead training sessions and workshops to enhance the skills and knowledge of the marketing team.
• Actively participate in leadership meetings and contribute to strategic decision-making processes.
• Stay current with industry trends and emerging technologies to keep Made by Mary at the forefront of lifecycle marketing best practices.