Manager, Lifecycle & Retention Marketing at Kate McLeod

POSITION OVERVIEW

We are seeking a data-driven Lifecycle & Retention Marketing Manager to own the Kate McLeod customer journey. This role will own the expansion strategy for our retention and loyalty efforts, including but not limited to building on our current e-mail and SMS strategy, optimizing our subscription program, building out a robust loyalty program, and crafting customer journeys to maximize retention and LTV. 

RESPONSIBILITIES

Customer Lifecycle

• Lead the strategic vision for Kate McLeod’s lifecycle & retention marketing efforts across channels, building customer journeys that maximize replenishment, repurchase, and LTV
• Develop and execute a segmentation strategy to tailor messaging and offers based on customer preferences and journey stage
• Continuously audit and optimize campaign and flow performance
• Own the day-to-day execution of e-mail and SMS channels for campaigns and flows from concept to go-live (e.g., manage calendar, draft creative briefs & copy, build, project manage, complete QA, etc.)
• Generate strategic e-mail and SMS list growth
• Develop VIP and customer cohort clienteling strategy 

Optimize Subscription Program Performance 

• Evaluate subscription program structure and incentives, identifying opportunities to re-design the program to better align with customer preferences and behaviors
• Develop and execute strategies to maximize subscriber acquisition, reduce churn, improve customer experience, and increase LTV
• Implement data-driven tactics such as personalized upselling, cross-selling, and reactivation campaigns to drive subscription growth and retention. 
• Analyze subscription program performance metrics and customer feedback to continuously iterate and optimize the subscription experience. 

Retention & Loyalty

• Identify opportunities to enhance customer satisfaction, loyalty, and advocacy 
• Implement loyalty programs, referral campaigns, and personalized rewards to incentivize repeat purchases and foster brand advocacy
• Monitor customer feedback and sentiment to identify areas for improvement and collaborate cross-functionally to develop strategies to address customer concern and enhance overall satisfaction

Analytics & Insights

• Establish key performance indicators (KPIs) and metrics to measure the effectiveness of lifecycle and retention marketing efforts
• Build reporting tools and templates to share out progress against growth goals with senior leadership
• Conduct A/B testing and performance analysis to optimize campaign performance and identify opportunities for improvement
• Generate actionable insights from data analysis to inform future marketing strategies and tactics, continuously iterating and refining approaches to drive results

REQUIREMENTS

• B.A. required; 3-6 years of experience working in lifecycle marketing, retention marketing, or CRM with the beauty or consumer goods industry, with a strong understanding of both one-time purchase and subscription models
• Proven track record of developing and executing successful lifecycle and retention marketing strategies, driving measurable results in customer engagement, retention, and loyalty across different customer segments and purchase types
• Strong analytical skills with the ability to interpret data, draw insights, and make data-driven decisions to optimize marketing performance
• Excellent communication and collaboration skills, with the ability to effectively influence and align with cross-functional stakeholders towards common goals
• Advanced proficiency in Klaviyo, Shopify, Recharge, and Google Analytics
• Passion for the beauty industry and startup experience preferred

BENEFITS

• Health, dental, and vision insurance
• PTO and paid holidays
• 401k
• Hybrid work schedule
• Exclusive employee discounts