Position Summary
As the CRM & Lifecycle Marketing Manager, you will be responsible for shaping and executing the overall CRM and lifecycle strategy to align with the company’s goals. Reporting directly to the Sr. Director of Performance Marketing, you will leverage your deep understanding of CRM, SMS, and Email Marketing to drive holistic business strategies. This role requires a highly motivated and data-driven individual who can significantly impact sales growth and client loyalty.
RESPONSIBILITIES:
- Develop and implement comprehensive CRM and loyalty strategies that align with the company's e-commerce and DTC objectives.
- Utilize advanced data analytics to identify customer insights, trends, and opportunities for improving customer retention and loyalty.
- Design and execute highly targeted and personalized campaigns to engage customers, drive repeat purchases, and increase customer lifetime value.
- Employ customer segmentation and personalization techniques to deliver tailored experiences and offers to different customer segments.
- Manage all email & SMS program activities, coordinating cross-functional collaboration and execution of the content calendar.
- Develop and launch tactics, including concept editorial angles, to introduce new products through both short-form and long-form product storytelling across all CRM touchpoints.
- Own the cross-functional email content calendar and coordinate across departments (Creative, Editorial, Buying, and Site Merchandising) to ensure cohesive email content and on-site clickthrough experiences.
- Monitor and measure results, providing detailed reporting, analysis, and recommendations for performance improvements based on learnings and KPIs such as customer retention rate, customer lifetime value (CLV), repeat purchase rate, email/SMS open rate, click-through rate (CTR), and conversion rate.
- Evaluate the CRM tech stack and work with the e-commerce team to develop business cases for new tools and investments.
- Develop a close working partnership with the Email Service Provider and in-house Technology team to lead progress on departmental goals, including HTML template enhancements, mobile optimization, data-driven personalization, and more.
- Manage one direct report to develop and deploy efficient and engaging email & SMS campaigns and journeys to drive revenue and audience retention.
ESSENTIAL SKILLS, EXPERIENCE, AND EDUCATION REQUIREMENTS:
- 5+ years of experience managing CRM in DTC eCommerce, preferably within fashion brands.
- Proven experience managing and analyzing digital marketing campaigns across email, SMS, CRM, and MMS.
- Proficiency in marketing platforms such as SFMC, Attentive, Sendgrid, Heap, and Amperity, and reporting dashboards such as Google Analytics. Experience with Salesforce is a plus.
- 4+ years of direct email and SMS marketing experience, including strategy implementation, analytics, and reporting.
- Demonstrated ability to strategize and manage end-to-end CRM campaigns from audience segmentation to creative development, deployment, and measurement.
- Strong proficiency in data analysis and campaign measurement, with a focus on deriving actionable insights.
- Technological acumen, including strong knowledge of HTML/CSS and comfort with data application.
- Experience setting up campaigns using CDPs (Customer Data Platforms).
- Relentless attention to detail, strong organizational skills, cross-functional project management abilities, and the ability to prioritize in a fast-paced, rapidly changing work environment.
- Highly motivated and driven, with the ability to thrive in a fluid and demanding environment. Willingness to take on projects and responsibilities outside the specifics of the job description.
- Data-driven with critical thinking skills and the ability to analyze and interpret multiple sources of data into actionable insights for campaign optimizations and ongoing testing plans, ultimately making a significant revenue impact.
- Knowledge and passion for the fashion industry and digital marketing marketplace are a plus.
- $100,000 - $120,000 base salary (This range represents the low and high end of the anticipated base salary range for this NY - based position. The base salary will depend on numerous factors such as: experience and qualifications for the role, experience level, skillset, and balancing internal equity relative to other AO employees.)
This job description is not an exhaustive list of all functions that the employee may be required to perform, and the employee may be required to perform additional functions. Additionally, the job responsibilities may change at any time as necessitated by business demands.
