DESCRIPTION
Shopbop.com is looking for a strategic Senior Lifecycle Marketing Manager to support and further develop the global email and push notification program and drive growth of our App.
This role is critical to driving revenue growth and customer engagement through a best-in-class customer marketing experience.
The Senior Lifecycle Marketing Manager will work closely with the CRM team to identify opportunities and develop campaigns targeting customers at all stages of the customer journey, including personalized and automated trigger campaigns.
They will oversee all email & push marketing communications including editorial and promotional campaigns. They will be the business owner of Shopbop’s App, partnering with cross-functional teams to drive increased downloads and engagement.
The Senior Lifecycle Marketing Manager will own reporting and goal-setting for the email, push, and app channels and advocate for tech enhancements as needed to deliver results.
The right candidate will be analytical, customer-focused, thrive in a fast-paced environment with many competing priorities, and partner across teams effectively.
They will have a data-driven orientation with the ability to craft written narratives that clearly communicate business results and future opportunities.
The Senior Lifecycle Marketing Manager will oversee the day-to-day performance of the channel while seeing the big picture and developing strategies with long-term impact.
This role sits within the Marketing organization, reporting to the Head of Ecommerce and managing two direct reports.
Key job responsibilities
Strategy Development and Reporting
- Develop strategies for Email, Push, and App channels that support overarching Marketing and Business goals
- Own forecasting, goal-setting, and reporting for Email, Push Notifications, and the App, leading insights for weekly, monthly, quarterly, and annual business reviews
- Drive improvements to reporting and analytics
- Embrace a data-driven test-and-learn approach to email creative, list targeting, and messaging
- Drive insights and learnings cross-functionally on campaign performance, including best practices and recommendations, including those informing copy and creative
- Advocate for tech initiatives to optimize channel growth and performance, partnering with Product Management and Tech teams to analyze opportunity size and get buy-in for ideas
Lifecycle Campaign Development and Optimization
Develop and optimize customer lifecycle campaigns across all stages of the journey (acquisition, retention, lapsed, etc.
informed by customer insights, partnering closely with the CRM team
- Partner with other marketing teams (i.e. Site) to scale lifecycle campaigns across channels
- Develop campaigns encouraging high value customer behavior, working closely with the Loyalty team on customer touchpoints
- Develop segmentation to improve targeting and relevancy of campaigns, working with CRM and analytics teams to create segments as needed
- Develop and optimize trigger campaigns, partnering with Tech on automation
- Drive efficiencies in campaign build and automation, allowing for scale and personalization
Daily Marketing and Team Support
- Oversee content marketing across editorial and promotional sends
- Maintain a high bar for marketing creative and copy across all messaging touchpoints
- Project manage email campaigns, implementing the appropriate feedback and approval process, ensuring accuracy of copy, segmentation, etc., and timely deployment
- Support our designer COOP content program through email and push campaigns
- Drive continuous process improvements and efficiencies for the team
- Own the marketing budget for Email & Push channels, including 3rd party vendor relationships and contracts
- Manage and support the growth and development of two direct reports
- Stay abreast of industry trends in email / push marketing, CRM, and marketing automation
We are open to hiring candidates to work out of one of the following locations :
New York, NY, USA
BASIC QUALIFICATIONS
- 6+ years of email marketing experience, including campaign strategy / development, messaging, segmentation, lifecycle optimization, and A / B testing
- 2+ years of managerial experience
- Bachelor's degree in a related field
- Strong technical understanding and fundamental knowledge of email tools and systems (Salesforce preferred)
- Proficiency with HTML and email coding
- Experience devising marketing campaigns to support mobile App
- Experience using analytics platforms and advanced Microsoft Excel and Office skills
- Strong analytical and problem-solving skills
- Highly organized, excellent attention to detail while seeing the big picture
- Able to work well under pressure, handle multiple competing priorities, and adhere to deadlines
- Excellent communication (written and verbal) and interpersonal skills
- Comfortable leading presentations and communicating with senior leadership
PREFERRED QUALIFICATIONS
- Experience working in an online fashion setting
- Strong interest in and familiarity with fashion
- Experience with SMS marketing
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