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Director Retention Marketing

Banana Republic

San Francisco, California
posted April 15, 2021

The Director of Retention Marketing will drive the strategy and execution of programs to increase the lifetime value of Banana Republic customers. You will be be responsible for developing customer segmentation models, contact strategies, and process improvements designed to lead the evolution of the CRM program from batch-and-blast into a true data driven, ROI focused, personalized lifecycle marketing program.

What You'll Do

  • Drive customer segmentation, targeting, and contact strategies designed to drive retention, loyalty, and overall LTV through earned, owned and paid channels.
  • Oversee, execute, and optimize Banana Republic’s email program to drive engagement and sales through triggered and transactional campaigns.
  • Develop a comprehensive testing program to optimize performance around customer engagement and conversion across different customer cohorts.
  • Manage improvements to email processes, templates and/or functionality and be the in-house expert on email strategies and industry best practices.
  • Optimize the customer journey by creating personalized contact strategy and developing reactivation strategies at key points and pre-emptive strategies to retain customers.
  • Partner with eComm team to maximize customer LTV through site experience.
  • Partner with Business Analytics team to structure and oversee data projects.
  • Work with Creative team to develop a thorough understanding of what resonates with customers.
  • Develop and maintain customer dashboards and reporting for leadership.
  • Manage a team to high performance.

Who You Are

  • Bachelor’s Degree in Marketing, Business, Communications, or similar field. MBA preferred.
  • 8+ years direct email/retention marketing management experience at an eComm retailer, preferably focused in the apparel industry.
  • Extensive experience in developing marketing strategies, executing, measuring, testing, and delivering on performance targets.
  • Understand email standards and regulations such as SPF, CAN-SPAM, and GDPR and experience working within email platforms, e-commerce platforms (Salesforce), data and CRM management.
  • Data obsessed and Excel whiz experienced analyzing customer data sets and creating action plans based on results.
  • Demonstrated leadership in implementing and managing high-value projects within growth marketing and retention to achieve business goals and strategies.
  • Experience managing a team including hiring, coaching, training, and developing employees to high performance.
  • Experience overseeing and managing budgets, forecasts and departmental P&L.