What are the responsibilities and job description for the Lifecycle Marketing Manager position at Tricoci?
At Tricoci Salon & Spa, we believe in the power of beauty, self-care, and a sense of belonging. We are a leading name in the beauty industry, offering an experiential space where our clients and team members can discover their best selves.
We are looking for a data-driven, customer-focused Lifecycle Marketing Manager to lead the strategy and execution of our lifecycle communications program across the customer journey. Reporting to the Senior Director Performance Marketing, you will own the lifecycle marketing strategy including nurture & retention channels (email/SMS), customer surveying, customer analytics and reporting, and omnichannel customer engagement.
Here are some highlights of what you will be doing in this role:
Tricoci is an equal opportunity employer. All qualified applicants are considered for employment without regard to the person’s race, color, religion, national origin, sex, sexual orientation, age, marital status, veteran status, disability, or any other characteristic protected by applicable law. Tricoci makes reasonable accommodations during all aspects of the employment process, including during the interview process. It is our commitment to create an inclusive environment for all employees.
We are looking for a data-driven, customer-focused Lifecycle Marketing Manager to lead the strategy and execution of our lifecycle communications program across the customer journey. Reporting to the Senior Director Performance Marketing, you will own the lifecycle marketing strategy including nurture & retention channels (email/SMS), customer surveying, customer analytics and reporting, and omnichannel customer engagement.
Here are some highlights of what you will be doing in this role:
- Develop, implement, and manage customer relationship strategies and CRM systems to drive engagement, and retention, and ensure seamless communication with our customers.
- Increase revenue by leveraging CRM tool (Klaviyo) to identify purchase patterns, and preferences to apply effective tactics.
- Drive loyalty and retention by supporting exclusive offers, membership/subscription programs, and providing personalized recommendations that encourage repeat visits.
- Run data-driven analyses to understand customer preferences and behavior to drive effective segmentation.
- Design and execute tests that support key hypotheses and deliver actionable learnings.
- Analyze customer data to gain insights into customer behavior, preferences, and trends.
- Own the email and SMS marketing program, developing and deploying automated flows, promotional campaigns, and win-back series.
- Implement scalable retention marketing programs using AB and multivariate testing strategies and quickly apply learnings.
- Manage the development of assets (email, SMS, push, on-site, direct mail) through the creative review process.
- Continually optimize CRM programs, monitoring KPIs and adjusting channel strategy and content as necessary.
- Grow customer database, optimizing campaigns to drive customer retention, repeat purchases and conversion.
- Consistently monitor marketing trends and competitors, identifying areas of opportunity to test and learn; identify the latest trends and technologies affecting our industry, and provide recommendations for application to the business.
- Coordinate digital marketing activation plans to ensure site landing pages meet the needs of campaigns.
- Identify new test and learn opportunities through A/B testing of content and audiences and participation in new channels.
- Ensure 1st party data is accurately and consistently being transmitted to ad platforms to maximize targeting efforts.
- Evaluate and report on key metrics that affect our website traffic, conversions, and target audience.
- Bachelor's degree in marketing or related field.
- 4-6 years experience driving CRM programs for a service or omnichannel retail environment.
- 2-3 years of hands-on experience building and executing lead generation and nurturing campaigns at the agency or brand level.
- Experience managing offline marketing channels to drive B2C customer acquisition, lead generation, and/or revenue generation.
- Excellent written and verbal communication skills.
- Comfortable working independently in a fast-paced, fluid environment with minimal oversight.
- Fluency in email marketing best practices and CAN-SPAM Laws with hands-on experience building responsive HTML/CSS emails from scratch or leveraging templates.
- Well-versed in email marketing and SMS platforms (Mailchimp, Klaviyo, Constant Contact, etc.) with experience managing ESP integrations.
- Proven success of driving engagement and revenue growth through email/SMS campaigns and loyalty/retention programs.
- A results-driven work style with bias for action; acts with a sense of urgency and accountability.
- Ability to navigate competing priorities and effectively pivot/shift focus based on emergent challenges or opportunities.
- Exceptional critical thinking and analytical skills, with a proven track record of data-driven success.
- A strong ability to synthesize and analyze data to identify trends and marketing opportunities.
- Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate.
- Experience in optimizing landing pages and user funnels, and with A/B and multivariate experiments.
- Hands-on experience with Looker Studio and website analytics tools (e.g., Google Analytics, Omniture, WebTrends) a plus.
- Experience leveraging performance marketing channels (paid social, search, display) to drive acquisition and retention.
- Comprehensive Medical/Rx insurance with virtual visits available for your well-being
- Dental and Vision insurance
- Company matching 401(k) Plan
- Health Savings Account (HSA) with generous employer match
- Flexible Spending Account (FSA) for health, dependent and commuter benefits
- 100% employer-paid Basic Life insurance option to purchase supplemental coverage for you and your family
- 100% employer-paid Long-term disability insurance (LTD)
- Short-term disability (STD)
- Critical Illness, Group Accident and Hospital Indemnity insurance available
- Paid Time Off including Vacation, Holidays, and Paid Leave
- Wellness benefits including EAP with 5 free sessions (per situation)
- Growth opportunities within a diverse, inclusive and fun working environment!
- Health insurance and 401(k) available after meeting eligibility requirements.
Tricoci is an equal opportunity employer. All qualified applicants are considered for employment without regard to the person’s race, color, religion, national origin, sex, sexual orientation, age, marital status, veteran status, disability, or any other characteristic protected by applicable law. Tricoci makes reasonable accommodations during all aspects of the employment process, including during the interview process. It is our commitment to create an inclusive environment for all employees.