Manager, Lifecycle Marketing

We are looking for a Manager of Customer Re-Engagement & Win-back to own the strategy execution and optimization of customer win-back tactics. This role will focus on re-engaging lapsed and inactive customers through targeted campaigns testing and data-driven optimization.

In this role youll partner closely with Marketing Technology & Automation Analytics Data Technology and Brand & Creative teams to identify opportunities develop campaigns and measure results. You will own end-to-end development from ideation and concept to audience strategy and campaign development through execution reporting and optimization.

Detailed Responsibilities

Campaign Management & Execution

• Own campaign management and end-to-end execution for all re-engagement and win-back campaigns from strategy and audience development through launch measurement and optimization.
• Develop campaign briefs timelines requirements and execution plans in partnership with cross-functional stakeholders.
• Coordinate with Creative Marketing Technology & Automation Analytics and other partners to ensure campaigns are delivered accurately and on time.
• Manage campaign setup audience selection content offers testing QA deployment and post-campaign analysis.
• Partner with Marketing Technology & Automation to leverage CDP capabilities to uncover customer insights build and refine audience segments and enable targeted automated winback campaigns.
• Proactively identify and resolve campaign dependencies execution issues and operational challenges in partnership with Marketing Technology & Operations.

Testing & Optimization

• Develop and execute a test-and-learn roadmap focused on improving customer re-engagement and winback performance.
• Test and optimize messaging offers creative timing frequency segmentation channels and customer journeys.
• Optimize channel performance across owned channels including email push and SMS as well as paid channels including paid media and direct mail.
• Evaluate channel mix timing frequency targeting and spend to drive performance.
• Use channel-level performance and customer insights to inform investment and prioritization across segments and tactics.
• Partner closely with Technology to identify and remove friction across the onsite/digital experience specific to reactivation.
• Create tailored experiences for re-engaged customers based on lifecycle stage prior purchase behavior channel source product/category affinity and propensity to reactivate.
• Explore opportunities to leverage AI real-time decisioning personalization and automation to dynamically tailor the digital experience for returning customers.
• Use campaign and customer-level insights to continuously refine targeting and engagement strategies.
• Translate test results into actionable recommendations and incorporate learnings into future campaigns.

Performance Measurement & Insights

• Own the measurement and performance reporting for customer winback campaigns.
• Synthesize campaign results and share noteworthy findings trends and actionable insights with stakeholders.
• Monitor key performance indicators including reactivation rates email engagement etc.
• Develop regular reporting and performance reviews (Weekly team meeting; QBRs) to communicate progress against goals and identify opportunities for improvement.

Cross-Functional Collaboration

• Collaborate with Marketing Technology & Automation to ensure audiences journeys automation and campaign capabilities support winback objectives.
• Work with Data and Analytics partners to improve customer insights segmentation measurement and attribution.
• Partner with Creative and Brand teams to develop compelling relevant messaging and experiences for returning customers.
• Partner with Technology to develop a best-in-class digital experience.
• Partner with Paid Media to monitor Meta campaign performance and identify opportunities to improve efficiency.

This position requires 0% travel

Qualifications

The requirements listed below are representative of the knowledge skill and/or ability needed for this role. Reasonable accommodations may be made to enable individuals with disabilities.

• Completion of a four-year degree program in a related field
• 5-7 years of experience creating and implementing data-driven lifecycle marketing campaigns and experiences using iterative A/B test designs
• Experience with handling complex metrics building campaign reporting and analyzing campaign performance
• Ability to operate independently and efficiently with effective strategic thinking problem-solving and analytical skills
• Ability to comfortably present ideas and results to leadership. Excellent leadership interpersonal and written/verbal communication skills
• Experience with enterprise level ESPs (i.e. Salesforce MC/ExactTarget) and/or other marketing automation software
• Ability to work with many cross-functional stakeholders at different levels

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