Director - Lifecycle Marketing
4 дн. назад
Страна неизвестнаDirectorRemote
email marketingsms marketingcustomer lifecycle managementretention marketingmarketing strategy
Lead and evolve customer lifecycle marketing strategy to drive retention, engagement, and lifetime value for DTC and membership businesses.
Обязанности
- A measurable increase in customer lifetime value, repeat purchase, retention and engagement.
- Sustained growth in our owned email and SMS databases, with quality and conversion potential, not just volume.
- Customer journeys that genuinely connect DTC, Hair Color Bars, wholesale and membership.
- A lifecycle marketing function with the processes, tools, technology and talent to scale.
- A culture of proactive thinking, experimentation and accountability that keeps finding new ways to grow the business.
Требования
- 10 to 12+ years of marketing experience with deep expertise in CRM, lifecycle marketing and retention, ideally in a DTC or consumer business. Subscription or membership experience is a plus.
- Demonstrated ability to think strategically beyond channel execution, connecting lifecycle work to broader company objectives and commercial growth.
- Proven experience developing customer acquisition and database growth strategies across email and SMS.
- Strong commercial instincts and a track record of measurable improvement in acquisition, engagement, retention, repeat purchase and lifetime value.
- Entrepreneurial mindset with a bias toward action: someone who spots the opportunity, challenges conventional thinking, and carries an idea from concept through execution.
- Experience building and scaling lifecycle programs, teams, processes and technology inside a growing or changing organization.
- Exceptional ability to translate complex data and consumer insight into strategies and measurable results.
- Deep experience with ESP platforms, MarTech integrations, customer data and reporting dashboards.
- Proven track record of developing and coaching talent, and of being a player-coach who executes alongside the team rather than only directing it.
- Strong project management, prioritization and attention to detail, with the ability to move several initiatives forward at once in a fast-paced environment.
- Excellent cross-functional collaboration and communication skills, with the ability to influence leadership and build alignment across departments.
Условия
- The base salary range for this position is between xx and xx. At , we aim to pay competitively. Factors which may affect starting pay within this range may include geography/market, skills, education, experience, and other qualifications of the successful candidate.
- The Perks? Glad you asked…
- Comprehensive Healthcare
- 100% Company Paid Short and Long Term Disability
- 401k Participation and Equity Grants
- Continuing Education Contributions
- HSA Employer Contributions and FSA Options
- Parental Leave Program
- Commuter Benefits
- Responsible Paid Time Off Program
- Complimentary Products + Discounts on Hair Color Bar Services
- Company sponsored events
- But wait, there’s more…
Другое
- We are looking for a strategic, commercially minded and highly proactive Director of Lifecycle Marketing to lead and evolve 's customer lifecycle strategy. This leader will build a best-in-class retention and engagement engine that deepens customer relationships, drives incremental revenue and maximizes lifetime value across our DTC, Hair Color Bar and membership businesses.
- This role goes well beyond managing the email and SMS calendar. You will think holistically about the customer journey and the broader business, identifying opportunities to acquire new customers, grow our owned marketing databases, increase engagement and create lasting loyalty. You will bring forward new ideas, challenge conventional approaches, and turn consumer insight into strategies that deliver measurable results.
- This is an opportunity for a builder: someone energized by an evolving, high-growth company who can help establish the processes, tools, technology and team capabilities needed to scale. The ideal candidate is equally comfortable setting the strategic vision, rolling up their sleeves to execute, and leading a team through change and growth.
- If you're excited by the opportunity to help disrupt a huge industry, improve the lives of thousands of women and build something meaningful alongside an incredibly talented team, this may be the role for you!
- This role reports to the SVP of Integrated Marketing, is full time and remote. While remote, this role may travel up to 5% of the time.
- Define and drive the overarching lifecycle and retention strategy, roadmap and performance targets to increase customer lifetime value, repeat purchase, engagement and brand loyalty.
- Serve as a strategic growth partner to the broader marketing and leadership teams, translating company objectives into lifecycle strategies that accelerate acquisition, engagement, retention and revenue.
- Own the strategy and performance of key revenue streams, including e-commerce sales, Hair Color Bar appointments and the Membership program.
- Proactively identify emerging consumer behaviors, business opportunities and industry trends, and turn them into lifecycle strategies before anyone asks you to.
- Develop and lead an innovative strategy to grow 's owned email and SMS databases through lead generation, partnerships, promotions and on-site experiences.
- Find creative ways to capture consumer interest and build permission-based relationships with prospective customers before, during and after their first purchase or service.
- Partner with Acquisition, Brand, Digital and E-commerce to build database growth into broader marketing initiatives, and design welcome journeys that convert new leads into first-time customers.
- Lead the strategy and execution of all lifecycle communications across email, SMS, push and in-app, delivering personalized, relevant and seamless customer experiences.
- Identify the behaviors that correlate with usage, engagement and affinity, and create automated journeys that guide guests from their first color experience to long-term loyalty.
- Connect the customer experience across DTC, Hair Color Bars, wholesale and membership, so the relationship with feels consistent at every touchpoint.
- Establish a rigorous testing framework using A/B/n and multivariate methodologies to measure incremental lift, and write creative briefs that carry the business objective, the customer insight and the strategic direction.
- Bring forward new ideas, technologies and channels that push past traditional CRM and strengthen our competitive advantage.
- Build the processes, tools, workflows and operating frameworks that let lifecycle marketing scale as the business grows, including clear priorities, planning and measurement.
- Lead requirements for data updates across the ESP and cross-channel platforms, including contact properties, custom events, APIs and data feeds.
- Oversee the lifecycle marketing technology stack, managing vendors, budgets and contractors, and partner with Analytics and Engineering on advanced capabilities such as Next Best Action and churn prediction.
- Lead, coach and develop a high-performing lifecycle marketing team responsible for strategy and execution across all batch and automated communications.
- Build a culture of ownership, accountability, curiosity and continuous improvement, where people are expected to challenge the status quo and bring forward new ideas.
- Stay a player-coach. Set clear goals and expectations, and stay close enough to the work to get into a brief or a campaign setup alongside the team when it matters.
- Collaborate closely with Acquisition, Brand, Digital, E-commerce, Analytics, Engineering and Retail to drive an integrated customer experience and shared business outcomes.
- Influence leadership and cross-functional partners by turning customer insight, performance data and opportunity into clear recommendations and plans people can act on.
- Keep all CRM programs compliant with legal requirements including TCPA and CAN-SPAM, maintain best practices for SMS and email deliverability, and ensure essential transactional communications are delivered reliably.
- We’re disrupting a $50 billion industry.
- Since 2013, we’ve offered our clients the option to truly own their beauty with a revolutionary choice—your place or ours? Home or Hair Color Bar? Our professional hair color is truly omnichannel, with the option to order or subscribe through our website, pick up in-store at our Hair Color Bars, or make an appointment at one of our Hair Color Bar locations (over 20 & growing). At our Hair Color Bars, clients can choose from a variety of color services from licensed cosmetologists—permanent hair color, roots only, hair gloss, highlights and more. With our men’s line launched in 2020, we’re shaking up the $50 billion hair care industry with products that continue to raise the bar for doing hair at home.
- Here at our San Francisco headquarters and in every Hair Color Bar, we truly live our values—Love, Joy, Courage, Responsibility, and Trust. Our values inform everything we do, from how we treat our clients to how we treat every member of our fast-growing team. Our founder & CEO, Amy Errett, has fostered a one-of-a-kind culture based on transparency, accountability, and fun; where diversity and inclusion are of utmost importance and every team member feels supported to succeed.
- Our commitment to the ultimate client experience, paired with our dedication to product innovation and the latest beauty technology, has attracted a devoted, consistently-growing base of fans, converts, and color evangelists. We love what we do—and it shows.
- Join us in our mission to live life colorfully and make personal care more personal.
- Information for Recruiters: only accepts resumes directly from candidates. does not accept unsolicited resumes from staffing vendors, including recruitment agencies and/or search firms, and does not pay fees to any such vendors for any unsolicited resumes.