Director of Retention & Lifecycle Marketing
Director of Retention & Lifecycle Marketing
POSITION SUMMARY:
The Director of Retention & Lifecyle Marketing is responsible for leading all retention, loyalty, and lifecycle marketing initiatives across our omnichannel touchpoints. This position will own the end-to-end customer journey post-acquisition—driving repeat purchase behavior, deepening brand affinity, and maximizing customer lifetime value (CLV) across e-commerce, retail stores, and emerging channels. Additionally, this leader will build and execute a unified CRM and lifecycle strategy that seamlessly connects digital and in-store experiences, turning one-time buyers into lifelong brand advocates. The ideal candidate blends customer journey orchestration with analytical rigor and thrives in a fast-paced, high-growth retail environment.
PRINCIPAL ACCOUNTABILITIES:
SUPERVISORY RESPONSIBILITIES:
This position will have direct reports and additionally, will manage vendor relationships for lifecycle marketing initiatives and programs. This position will be responsible for the following:
QUALIFICATIONS:
COMPETENCIES:
Analytical Thinking, Business Knowledge, Integrity, Leadership, Strategic Orientation, Teamwork and Cooperation
The Director of Retention & Lifecyle Marketing is responsible for leading all retention, loyalty, and lifecycle marketing initiatives across our omnichannel touchpoints. This position will own the end-to-end customer journey post-acquisition—driving repeat purchase behavior, deepening brand affinity, and maximizing customer lifetime value (CLV) across e-commerce, retail stores, and emerging channels. Additionally, this leader will build and execute a unified CRM and lifecycle strategy that seamlessly connects digital and in-store experiences, turning one-time buyers into lifelong brand advocates. The ideal candidate blends customer journey orchestration with analytical rigor and thrives in a fast-paced, high-growth retail environment.
PRINCIPAL ACCOUNTABILITIES:
- Lifecycle & CRM Strategy
- Develop and execute a comprehensive, omnichannel lifecycle marketing strategy spanning email, SMS/MMS, push notifications, direct mail, and clienteling programs.
- Design automated customer journeys—including welcome series, post-purchase nurtures, replenishment, re-engagement, winback, and milestone/occasion-based campaigns (anniversaries, birthdays, holidays).
- Architect and operationalize sophisticated segmentation and personalization frameworks leveraging purchase history, browsing behavior, engagement signals, and predictive models.
- Loyalty and Retention Programs
- Own the strategy, P&L, and roadmap for a loyalty and rewards program, driving enrollment, active participation, and program-attributed revenue.
- Partner with Merchandising, Retail Operations, and Ecommerce to create exclusive loyalty experiences, early access events, and VIP clienteling touchpoints that differentiate the brand.
- 1:1 Marketing Channels (Email, SMS, & Direct Mail)
- Set the strategic vision and oversee day-to-day execution of all 1:1 marketing programs, including email, SMS, and direct mail.
- Partner with brand, merchandise, and external vendors to develop high-impact programs and messaging to improve omnichannel sales performance through continuous optimization of creative, subject lines, send times, and content personalization.
- Develop a unified channel orchestration framework that governs contact frequency, channel prioritization, and suppression logic to prevent fatigue while maximizing customer engagement across email, SMS, and direct mail.
- Ensure full compliance with CAN-SPAM, TCPA, CCPA, and other applicable privacy regulations across all 1:1 channels, partnering with Legal to maintain best-in-class consent and preference management.
- Omnichannel Integration
- Ensure a unified customer experience across digital and physical channels, bridging online engagement with in-store interactions through integrated customer profiles.
- Collaborate closely with Retail Operations, E-Commerce, IT, and Customer Service to support clienteling efforts and outreach.
- Champion a single view of the customer by partnering with Analytics and IT to optimize the marketing tech stack.
- Retention Performance Management
- Partner with the Analytics team and external agencies to define and measure retention KPIS, including customer retention rate, repeat purchase rate, CLV, email/SMS revenue contribution, loyalty program ROI, and churn rate.
- Build robust A/B and multivariate testing programs to continually improve creative, cadence, channel mix, and offer strategies.
- Team Leadership & Cross-Functional Partnership
- Lead, mentor, and scale a high-performing team of retention and marketing professionals
- Manage agency and technology vendor relationships, negotiate contracts, and evaluate new platforms to maintain best-in-class capabilities.
- Partner with Finance to manage a multi-million-dollar retention marketing budget, delivering measurable ROI and contributing to company revenue targets.
SUPERVISORY RESPONSIBILITIES:
This position will have direct reports and additionally, will manage vendor relationships for lifecycle marketing initiatives and programs. This position will be responsible for the following:
- Accomplish department objectives by directing and monitoring the work progress of direct reports and external vendors.
- Provide coaching and guidance to direct reports.
- Set expectations, annual goals and provide required quarterly touch base meetings with all direct reports.
QUALIFICATIONS:
- Bachelor’s degree in Marketing, Statistics, Analytics, or Business is required; a Master’s degree is preferred, or an equivalent combination of education and experience.
- 10+ years of experience in CRM, lifecycle marketing, retention, or loyalty marketing.
- Proven experience in:
- conducting and guiding customer segmentation strategies, marketing test and learn methodology, and the ability to cull out actionable insights
- measuring marketing performance and incrementality across campaigns and channels
- enabling 1:1 marketing at scale across touchpoints: web, email, mobile, SMS, display, paid media, and others
- managing promotional strategy and planning activities from an omnichannel lens
- providing thought leadership on customer data management, identity, enrichment, and use
- managing marketing compliance projects
- High impact leadership skills, including setting a clear vision and strategy, motivating and coaching others, recruiting and developing analytic talent, driving urgency and results.
- Strong collaborator that works effectively across internal (IT, stores, ecommerce, marketing, strategy) and external partners.
- Strong communication skills and the ability to influence senior leaders.
- Ability to manage multiple and complex projects with proven ability to oversee schedules, scope, and budgets.
- Hybrid schedule with predictable onsite attendance required three or more days per week to perform essential functions involving interactive behaviors with co-workers and managers, operation or manipulation of equipment and/or materials located only on site, and direct interaction with internal and/or external customers.
COMPETENCIES:
Analytical Thinking, Business Knowledge, Integrity, Leadership, Strategic Orientation, Teamwork and Cooperation