Senior Marketing Manager, Retention

This leader will not only execute lifecycle tactics but will also help define retention strategy, allocate budget across buyer marketing channels, evaluate incrementality, and provide clear recommendations on how marketing dollars should be deployed to maximize customer lifetime value and contribution margin. Success in this role requires strong analytical rigor, customer segmentation expertise, and a deep understanding of lifecycle marketing strategy. Own Retention Growth & Financial OutcomesAccountable for repeat revenue and customer retention performance across ecommerceOwn retention marketing investment strategy and buyer marketing efficiencyDevelop and manage monthly, quarterly, and annual retention forecastsPartner with Finance to evaluate retention efficiency using contribution margin, repeat rate, reactivation rate, and LTV metricsMonitor pacing and recommend budget reallocations across buyer marketing channels as neededLead Cross-Channel Retention Strategy across email, buyer catalog, remarketing, affiliate and influencerOwn lifecycle marketing strategy including segmentation, frequency, and personalizationLead email and SMS marketing calendar strategy including campaigns and automated lifecycle flowsOwn buyer catalog strategy including segmentation, circulation strategy, and incremental ROI evaluationOversee paid media remarketing strategy in partnership with internal teams and agenciesEvaluate affiliate and influencer partners based on repeat customer and LTV contributionRecommend changes to buyer marketing spend allocation based on incremental performanceCustomer Segmentation & Lifecycle OptimizationDevelop and refine customer segmentation strategy (RFM, LTV tiers, Pro/loyalty segments)Design onboarding, post-purchase, cross-sell, and win-back strategiesIdentify opportunities to improve second purchase rate and purchase frequencyLead reactivation initiatives for lapsed customersOptimize marketing frequency to balance engagement and profitabilityRetention Creative & Messaging StrategyDefine messaging strategy for repeat customers across lifecycle stagesPartner with Brand and Creative teams to ensure retention messaging is personalized and performance-drivenDevelop loyalty and community-based messaging strategies to deepen engagementProvide creative performance insights and feedback loops to internal teamsLead Retention Experimentation & Incrementality TestingBuild and manage a retention testing roadmap across email, catalog, and paid remarketingDesign and execute incrementality tests for buyer catalog mailings and remarketing effortsEvaluate performance beyond last-click attribution to determine true incremental liftUse insights to inform strategic budget reallocationsReporting & Strategic InsightsProvide weekly and monthly reporting on retention performanceDeliver actionable insights on repeat rate, AOV, LTV, and reactivation trendsCommunicate performance clearly to cross-functional stakeholders and leadershipIdentify risks and opportunities within the buyer file proactivelyTeam Leadership and People ManagementManage and develop a direct report responsible for supporting day-to-day execution of acquisition marketing programsProvide clear direction, prioritization, and performance feedback to ensure high-quality campaign execution across channelsPartner with leadership to set individual goals, conduct performance reviews, and support career development of direct reportsYOUR SKILLS AND EXPERIENCE 5+ years experience in retention, CRM, or performance marketingStrong understanding of lifecycle marketing including email, SMS, segmentation, and retention strategyExperience managing CRM platforms (e.g., Klaviyo or similar) and automated marketing flowsExperience working with external agenciesStrong analytical skills with advanced Excel proficiency and experience using GA4 or similar analytics platformsExperience with experimentation frameworks and A/B testingExperience with Direct Mail/Catalog advertisingFinancial acumen and comfort working with contribution margin, retention rate, and LTV modelsWorks effectively within a team environment while leading and developing direct reports and collaborating cross-functionally with other teamsGoal oriented and problem solving mindsetEagerness to take on new challenges and create processesTHE FINE PRINT It would not be typical for someone to be hired at the top end of the range for the role, as actual pay will be determined based on several factors including experience, skills, and qualifications.