Marketing ​/ Advertising ​/ PR, Marketing Manager, Marketing Strategy

Position: 94.58 Location: Kansas City Job Description POSITION SUMMARY: The Director of Retention & Lifecyle Marketing is responsible for leading all retention, loyalty, and lifecycle marketing initiatives across our omnichannel touchpoints. This position will own the end-to-end customer journey post-acquisition-driving repeat purchase behavior, deepening brand affinity, and maximizing customer lifetime value (CLV) across e-commerce, retail stores, and emerging channels. Additionally, this leader will build and execute a unified CRM and lifecycle strategy that seamlessly connects digital and in-store experiences, turning one-time buyers into lifelong brand advocates. The ideal candidate blends customer journey orchestration with analytical rigor and thrives in a fast-paced, high-growth retail environment. PRINCIPAL ACCOUNTABILITIES : * Lifecycle & CRM Strategy * Develop and execute a comprehensive, omnichannel lifecycle marketing strategy spanning email, SMS/MMS, push notifications, direct mail, and clienteling programs. * Design automated customer journeys-including welcome series, post-purchase nurtures, replenishment, re-engagement, winback, and milestone/occasion-based campaigns (anniversaries, birthdays, holidays). * Architect and operationalize sophisticated segmentation and personalization frameworks leveraging purchase history, browsing behavior, engagement signals, and predictive models. * Loyalty and Retention Programs * Own the strategy, P&L, and roadmap for a loyalty and rewards program, driving enrollment, active participation, and program-attributed revenue. * Partner with Merchandising, Retail Operations, and Ecommerce to create exclusive loyalty experiences, early access events, and VIP clienteling touchpoints that differentiate the brand. * 1:1 Marketing Channels (Email, SMS, & Direct Mail) * Set the strategic vision and oversee day-to-day execution of all 1:1 marketing programs, including email, SMS, and direct mail. * Partner with brand, merchandise, and external vendors to develop high-impact programs and messaging to improve omnichannel sales performance through continuous optimization of creative, subject lines, send times, and content personalization. * Develop a unified channel orchestration framework that governs contact frequency, channel prioritization, and suppression logic to prevent fatigue while maximizing customer engagement across email, SMS, and direct mail. * Ensure full compliance with CAN-SPAM, TCPA, CCPA, and other applicable privacy regulations across all 1:1 channels, partnering with Legal to maintain best-in-class consent and preference management. * Omnichannel Integration * Ensure a unified customer experience across digital and physical channels, bridging online engagement with in-store interactions through integrated customer profiles. * Collaborate closely with Retail Operations, E-Commerce, IT, and Customer Service to support clienteling efforts and outreach. * Champion a single view of the customer by partnering with Analytics and IT to optimize the marketing tech stack. * Retention Performance Management * Partner with the Analytics team and external agencies to define and measure retention KPIS, including customer retention rate, repeat purchase rate, CLV, email/SMS revenue contribution, loyalty program ROI, and churn rate. * Build robust A/B and multivariate testing programs to continually improve creative, cadence, channel mix, and offer strategies. * Team Leadership & Cross-Functional Partnership * Lead, mentor, and scale a high-performing team of retention and marketing professionals * Manage agency and technology vendor relationships, negotiate contracts, and evaluate new platforms to maintain best-in-class capabilities. * Partner with Finance to manage a multi-million-dollar retention marketing budget, delivering measurable ROI and contributing to company revenue targets. SUPERVISORY RESPONSIBILITIES: This position will have direct reports and additionally, will manage vendor relationships for lifecycle marketing initiatives and programs. This position will be responsible for the following: * Accomplish department objectives by directing and monitoring the work progress of direct reports and external vendors. * Provide coaching and guidance to direct reports. * Set expectations, annual goals and provide required quarterly touch base meetings with all direct reports. QUALIFICATIONS: * Bachelor's degree in Marketing, Statistics, Analytics, or Business is required; a Master's degree is preferred, or an equivalent combination of education and experience. * 10+ years of experience in CRM, lifecycle marketing, retention, or loyalty marketing. * Proven experience in: * conducting and guiding customer segmentation strategies, marketing test and learn methodology, and the ability to cull out actionable insights * measuring marketing performance and incrementality across campaigns and channels * enabling 1:1 marketing at scale across touchpoints: web, email, mobile, SMS, display, paid media, and others * managing promotional strategy…