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About the role
- Own the end-to-end lifecycle marketing strategy, including revenue forecasting and performance against retention, repeat purchase, and LTV goals
- Lead CRM channels (email, SMS, direct mail) with full ownership over campaign strategy, execution, and optimization
- Build and scale segmentation, personalization, and triggered lifecycle programs
- Develop and execute a customer journey optimization roadmap, identifying key drop-offs and opportunities across the funnel
- Manage lifecycle marketing with a clear P&L lens, optimizing for incremental revenue, efficiency, and long-term customer value
- Partner closely with the Senior Director of Marketing on forecasting, budgeting, and performance reporting tied to broader business growth goals
- Establish clear KPIs and measurement frameworks tied to retention revenue, LTV, and contribution margin, and overall growth efficiency
- Lead a robust testing roadmap across lifecycle channels, grounded in hypothesis-driven experimentation
- Identify and scale new retention-driving channels and tactics, such as direct mail, loyalty programs, on-site personalization, and emerging platforms
- Collaborate with acquisition and broader marketing teams to align on full-funnel growth strategy, leveraging retention insights to improve customer quality, conversion, and channel performance
- Support testing and optimization efforts across the customer journey, identifying opportunities to improve engagement, conversion, and long-term retention while identifying diversification opportunities
- Own the strategy, evolution, and scaling of the loyalty and rewards program, driving increased engagement and repeat purchase behavior
- Develop initiatives that deepen customer connection, brand affinity, and long-term retention
- Act as the connective tissue across marketing, creative, eCommerce and Merchandising teams to ensure cohesive customer experiences
- Collaborate with acquisition leads to align on full-funnel strategy, messaging, and testing priorities
- Partner with creative teams to develop performance-driven lifecycle content at scale
- Bring a highly analytical and commercially-minded approach to decision-making, balancing customer experience with business performance outcomes.
- 6–8+ years of experience in growth marketing, lifecycle marketing, or CRM-focused roles, ideally within DTC or eCommerce
- Deep experience within a large catalog eCommerce brand (accessories, jewelry, or fashion a strong plus)
- Proven track record of owning and scaling multi-channel retention programs that drive measurable revenue impact
- Strong expertise in marketing analytics, including attribution, cohort analysis, LTV modeling, and performance forecasting
- Demonstrated success building and executing experimentation frameworks, including A/B testing, CRO, and funnel diagnostics
- Experience managing marketing budgets with an ROI-driven, analytical mindset
- Ability to translate data into clear insights, strategy, and action
- Experience partnering with senior leadership to shape growth strategy and business objectives
- Strong cross-functional collaborator with the ability to influence across teams and levels
- Deep familiarity with leading CRM platforms such as Klaviyo, alongside experience leveraging analytics and business intelligence tools including Google Analytics, Looker, and similar reporting platforms to drive data-informed decision-making
- Familiarity with loyalty platforms, CDPs, and personalization tools
- Passion for consumer brands
- Experience contributing to broader growth or acquisition initiatives alongside retention and lifecycle ownership
- Experience leveraging AI tools for marketing efficiency, personalization, and content generation
About the company
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Alex And Ani
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