Title: Manager, Retention Marketing

The Manager, Retention Marketing will be responsible for leading programs to retain or drive loyalty of customers across the Alchemee brands in North America, with a focus on the core Proactiv brand. Ongoing efforts include identifying, by segment, personalization triggers and appropriate cross-sells, upsells and winbacks based on customer data, and working cross-functionally to lead and implement these efforts. Manager will be responsible for email and SMS campaign strategies, consumer journey mapping, implementation, monitoring, analyzing and improving campaigns in order to meet KPIs (eg sales, retention, CVR). The Manager, Retention Marketing will also be responsible for leading the marketing relationships with key MarTech partners for customer communications, as part of the strategy to drive higher usage and optimization of the engagement efforts on these platforms.

Duties and responsibilities

• Lead development and execution of retention and cross-sell campaigns including segmentation, requirements development, vendor evaluation/selection, program forecasting, creative implementation, analysis, and optimization/testing to meet annual improvement goals.
• Utilize data, customer insights and campaign performance to identify personalization opportunities and optimize lifecycle campaigns from lead nurture to winback.
• Drive successful execution of campaigns from campaign brief to copy and content development of lifecycle marketing initiatives with various agencies or vendors
• Utilize segmentation tools to develop optimal audiences, collaborating with analytics, brand and acquisition teams for insights
• Partner with analytics and testing teams to develop a calendar in a ‘test and learn’ environment
• Monitor and report on key lifecycle marketing metrics for campaigns and overall CRM programs; make recommendations to other teams on change to tactics/strategy as applicable
• Utilize email marketing as a strategic lever for customer engagement and repeat purchase, evaluate and develop business case for new channels such as push and SMS/text messaging.
• Monitor operational metrics such as blacklists, unsubscribes, churn, deliverability and other communications metrics to protect health of the emailable database
• Own accuracy and quality assurance of lifecycle marketing campaigns that are crucial to membership experience
• Drive communications of loyalty program, as part of lifecycle marketing to drive retention.
• Effectively communicate with brand, product, creative leads and other cross-functional teams to drive projects to completion
• Manage budget of all aspects of retention, including forecasting, reporting, analysis, and competitive benchmarking
• Partner with Ecommerce team to align product onboarding/education and messaging; Collaborate across marketing departments to implement cross-channel campaigns for appropriate cross-sells, up-sells and win-backs
• Drive partnership with communications vendors (eg, Salesforce Marketing Cloud) and product/technology teams to optimize existing tools and processes and assess new needs to drive performance.
• Evaluate end-to-end customer touchpoints to develop a plan and strategies to improve the relationship in a way that drives incremental value to customers and to the business.
• Other duties as assigned

Qualifications

• Bachelor’s degree required
• 5 years of experience including four (4) or more years in CRM or customer retention marketing, and three (3) or more years at DTC/subscription business is required.
• Three (3) or more years of experience managing a team of direct reports is required.
• Expert level knowledge with customer platforms, messaging, automation tools developing engagement, retention efforts including cross-sell, upsell, winbacks
• Experience developing and implementing successful segmented lifecycle campaigns based on personalization/triggers
• Experience managing marketing communications cloud service (Epsilon, Salesforce, Cordial) – email and SMS, push and in-app messaging a plus
• Fluent understanding of Retention KPI’s – Churn rate, LTV, Repeat Purchase, RFM, etc.
• Loyalty program experience preferred
• Proven ability to manage and maintain strong cross-functional relationships across multiple teams (product, BI, data, design, etc.) and an ability to coordinate timely feedback and approvals
• Strong data and analytical skills with proven ability to translate performance metrics into action
• Leadership experience including the ability to build and grow a team and to collaborate and influence teams to drive positive business performance and results
• Strong presentation and communications skills including experience presenting to executives and/or at industry events
• Ability to be both a data-minded marketer and a seasoned operator who can drive various strategies for customer engagement and retention.

The presently-anticipated base compensation pay range for this position is $110,000 to $134,500. Actual base compensation may vary based on a number of factors, including but not limited to geographical location and experience. In addition, this position is part of the Annual Performance Bonus Plan. Employees are eligible to participate in Company employee benefit programs which include medical, dental and vision coverage; life insurance; disability insurance; 401(k) savings plan; flexible spending accounts; and the employee assistance program. Employees also receive various paid time off benefits, including vacation time and sick time.

The compensation and benefits described above are subject to the terms and conditions of any governing plans, policies, practices, agreements, or other materials or documents as in effect from time to time, including but not limited to terms and conditions regarding eligibility. If hired, employee will be in an “at-will position” and the Company reserves the right to modify base salary (as well as any other discretionary payment or compensation program) at any time, including for reasons related to individual performance, Company, or individual department/team performance, and market factors.