Reporting directly to the CBO, the Lifecycle Marketing Manager will assist in managing rapid brand growth as we enter the next inflection point in the business. You will help develop and execute the 360 marketing and customer experience strategies for our ecommerce business.
You are an entrepreneurial, digitally native marketer. You will be responsible for executing all aspects of digital integrated marketing including retention marketing, 360 campaigns, etc.
Your primary focus will be on knowing our customers in and out to drive increased satisfaction and engagement. You will dig into: What motivates our customers’ purchase? What are their purchasing patterns and what drives reorder? When are they most likely to churn? What are the key opportunities for improving their experience and driving loyalty? etc. You’ll then help ideate and drive initiatives end-to-end that increase customer satisfaction, engagement, and lifetime value.
You will help manage UX and drive engagement and conversion across all devices to create synergies and drive brand level customer service, enhance processes and automation, and improve the overall net promoter score.
RESPONSIBILITIES:
- Retention Strategy and Roadmap: Develop and manage the retention strategy and roadmap for Mad Rabbit. Focus on improving existing initiatives across key channels and technologies to improve customer lifetime revenue, product upsell, and reduce churn rate.
- Email + SMS: Grow our email & SMS opt-in customer list, building out our preference management capabilities to enable personalization that drives both customer experience and results. Partner with brand to lead the strategy, day-to-day execution & performance of our marketing campaigns across campaigns, triggered flows and transactional programs.
- Data-Driven Insights and Segmentation: Develop Customer Profiles and user segmentation to maximize LTV and company profit. Develop RFM scoring and predictive LTV methodology to help inform paid acquisition efforts.
- Reporting: Build retention KPIs and revenue targets, reporting metrics and dashboards to monitor performance of key customer cohorts and segments.
- Loyalty and Referral Program: Launch and manage the Loyalty program while revamping the current referral program. Jobs to be done include defining loyalty strategies, program goals, rewards partners, and systems to boost retention and customer satisfaction.
- Customer Advocacy: Serve as the customer champion by leading market research efforts and consumer insights. Work closely with the brand team to operationalize customer interactions at a company level.
- Upsell Initiatives: Partner with brand marketing to enhance upsell initiatives for both brands, aiming to improve customer experience and improving lifetime revenue through increasing purchase velocity, basket size, and length of subscription.
- A/B Testing: Develop and lead all retention-related A/B testing initiatives, including CRM program improvements and return user interfaces.
- Collaboration with Customer Support: Work closely with customer support and brand marketing teams to address customer issues and proactively implement improvements.
- Best Practices Implementation: Implement proven methodologies and best practices from direct-to-consumer (DTC) consumer packaged goods (CPG) brands to drive success and customer value.
- Team Player: Work alongside EMAIL and SMS teams to optimize and improve messaging and program performance through increased user and A/B testing.
- Partner with internal partners and external dev team to build best in class customer journeys to maximize on-site conversion rate and company profitability.
- Work cross-functionally with our marketing and creative teams to gather, develop, and build content for emails; write creative briefs, maintain email and retention marketing calendar.
- Ecommerce management: manage on-site promotional schedule, manage site optimization schedule, manage Shopify apps, manage pop ups and on-site customer acquisition tools, implement new products and creative site changes, monitor analytics and performance, manage developers and work hand-in-hand with the development team on new projects and landing pages.
- Leverage expertise of the performance marketing teams to identify testing opportunities, optimize marketing communications, and to incorporate findings into future communications
- Review management: manage ecommerce review software, help increase customer reviews.
- Partner closely with sales and marketing teams to ensure retention efforts align with overall sales and marketing goals.
Essential Skills & Qualities:
- 3+ years of email and retention marketing experience
- 3+ years of Shopify and Klaviyo experience
- Bachelor’s degree, preferably in marketing, sales, business, communications, or technology.
- Strong foundation with CRM/customer marketing programs, email marketing, and analyzing customer LTV
- 2+ Years of experience UX/UI
- 2+ Years of experience managing and implementing loyalty programs
- 2 years SMS Marketing Strategy and Execution preferred
- Familiarity with Shopify apps, integrations and very basic HTML
- Ability to analyze data and elevate key insights to various internal audiences (cross-functional teams and company leadership), and the ability to apply data-driven thinking to creative conversations.
- Proficient in Excel / Google Sheets
- A strong understanding of the different marketing components including growth, brand, and CRM to see how they all work together to drive a successful business.
- Possesses an entrepreneurial spirit and a keen ability to identify and capitalize on opportunities.
- Customer-centric with the ability to combine quantitative and qualitative feedback and identify opportunities to reduce friction in both the pre and post purchase experience.
- Experience with start-ups or high growth businesses preferred
