The Company:
DIME Beauty's mission is to create luxurious skincare and beauty products that are clean, effective, and affordable. It is DIME's goal that customers will feel confident in who they are and embrace their skin in all its unique and beautiful stages.
Position Description:
The Manager of Retention will be responsible for shaping and driving the strategy for email and SMS marketing channels, with an emphasis on maximizing customer retention, improving customer lifetime value (LTV), and ensuring strong performance metrics. This role oversees the execution and reporting of retention campaigns, leverages data-driven insights to optimize performance, and plays a critical role in scaling customer retention efforts.
Duties/Responsibilities:
- Email & SMS Strategy and Execution:
- Develop and lead a comprehensive retention strategy for Email & SMS that drives improvements in customer engagement, retention rates, and LTV
- Create detailed customer segmentation strategies and leverage marketing automation & personalization tactics to target our customers with the right content at the right time
- Drive our holistic lifecycle strategy & execution: Define the full-funnel CRM strategy to drive increased subscriber acquisition, engagement, and retention. Develop a data-driven and comprehensive approach per stage/KPI and manage the execution of the strategy to drive total lifecycle health
- Oversee the planning, scheduling, and deployment of email & SMS campaigns, ensuring alignment with company goals and customer needs
- Collaborate with the creative and marketing teams to ensure cohesive and engaging content across all customer communication touchpoints
- Manage the Email & SMS tech stack, ensuring that DIME has the best platform partners and is leveraging pioneering solutions
- Performance & Reporting:
- Monitor and analyze key performance indicators (KPIs) related to email and SMS channels, including open rates, click-through rates, conversions, and churn
- Provide detailed performance reports, insights, and recommendations to senior leadership, focusing on actionable data to enhance retention strategies
- Conduct competitive benchmarking to stay informed of industry best practices and optimize strategies accordingly
- Data & Optimization:
- Leverage consumer behavioral data to drive segmentation, personalization, and automation within email and SMS campaigns
- Lead the creation and implementation of A/B testing strategies (copy, design, offers) and holdouts to optimize campaign performance and customer journey flows
- Implement ongoing improvements to lifecycle marketing, including subscription renewals, loyalty program engagements, and post-purchase flows
- Cross-Department Collaboration:
- Work closely with Design, E-Commerce, Customer Experience, and Marketing teams to align retention initiatives with broader company objectives
- Manage vendor relationships related to email and SMS platforms, ensuring seamless execution and delivery of campaigns
- Leadership & Team Management:
- Manage and mentor team members responsible for the day-to-day execution of email and SMS campaigns
- Share retention insights and best practices with cross-functional teams to promote a customer-first mindset throughout the organization
Qualifications, Education and Experience:
- 3-5 years of experience in retention marketing, with a strong emphasis on email and SMS management for a consumer-facing brand (ideally in beauty)
- Bachelor’s degree in Marketing, Business, or a related field
- Expertise in email, SMS, and lifecycle marketing strategies and tactics, including segmentation, personalization, and A/B & incrementality testing
- Exceptional analytical skills, with the ability to drive action out of insights
- Innovative and creative problem solver that can work independently, take initiative, and thrive in fast-paced environments
- Strategic thinker with a passion for customer experience
- Excellent project management skills with a track record of leading cross-functional projects
- Excellent verbal and written communication skills, with the ability to clearly convey ideas and collaborate with team members
Physical Requirements:
- Works in a hybrid environment, either in a home or office setting
- Prolonged periods of sitting at a desk and working on a computer
- Regularly required to sit, talk, hear, and use fingers to operate a computer and telephone
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