Lifecycle & CRM Manager
About the position The Lifecycle & CRM Manager is responsible for developing and executing retention marketing strategies to drive customer engagement, loyalty, and revenue growth. This role oversees the planning, execution, and optimization of lifecycle marketing programs across email and SMS. The ideal candidate will have a data-driven mindset, a deep understanding of customer segmentation, and experience in building multi-channel retention campaigns. This position plays a key role in enhancing the overall customer journey and maximizing customer lifetime value across all brands and distribution channels.
Responsibilities
- Develop and implement a comprehensive CRM strategy to drive engagement, conversion, and retention across email and SMS.
- Utilize customer data and insights to create targeted, personalized lifecycle campaigns (welcome series, post-purchase, reactivation, win-back, and loyalty programs).
- Define and execute segmentation strategies to optimize messaging and engagement at different stages of the customer lifecycle.
- Continuously test, analyze, and refine lifecycle marketing initiatives to maximize performance and drive incremental revenue.
- Collaborate with cross-functional teams, including Digital, Brand, and Sales, to integrate retention strategies into broader marketing plans.
- Own the end-to-end management of lifecycle campaigns, from strategy development to execution and performance measurement.
- Lead email and SMS calendar planning, ensuring alignment with business objectives and brand guidelines.
- Develop compelling messaging and creative briefs for lifecycle marketing initiatives, working with internal and external partners to bring campaigns to life.
- Oversee the execution of retention marketing campaigns, ensuring timely delivery, accuracy, and compliance with best practices and regulatory guidelines (e.g., CAN-SPAM, GDPR, TCPA).
- Partner with DTC to ensure landing pages and on-site experiences support retention marketing goals.
- Monitor and analyze retention marketing performance, providing insights and actionable recommendations to improve customer engagement and revenue.
- Conduct A/B testing on subject lines, creative, audience segmentation, send times, and other variables to enhance performance.
- Leverage analytics tools and CRM platforms to track customer behavior, measure campaign impact, and optimize marketing effectiveness.
- Regularly report on key performance indicators (KPIs), including email and SMS engagement rates, conversion rates, churn rate, and customer lifetime value.
- Identify opportunities to enhance automation, personalization, and data utilization within lifecycle marketing programs.
- Evaluate and implement CRM and marketing automation tools to enhance campaign efficiency and effectiveness.
- Work closely with IT, Ecommerce, and external partners to ensure proper data integration and technical setup for email, SMS, and customer segmentation.
- Document lifecycle marketing processes and best practices, driving continuous improvement initiatives.
- Partner with Customer Service and Social teams to ensure a seamless omnichannel customer experience.
- Work closely with Creative and Brand teams to develop engaging, brand-right retention content.
- Align with DTC teams to ensure lifecycle strategies support overall business goals.
- Supports CURiO Cornerstones and strives for individual and functional leadership by using cornerstone behaviors in the workplace and in daily decision making.
- Engages in a strong team atmosphere and positive team culture, fostering collaboration across the organization and ensure teams are working cross-functionally to meet CURiO goals.
- Provide positive change management leadership, including proactive communication and support of company initiatives, programs, and policies.
- Personally use and influence the use of RAPID to make efficient business decisions.
- Follows all policies and procedures of the company. Works cooperatively with all departments, maintaining a positive work atmosphere by acting and communicating in a manner that promotes cooperation with co-workers, supervisors, and managers.
- Actively seek individual development through taking advantage of opportunities for skill enhancement. Keep up to date with the latest best practices, trends, concepts, and regulations in the specific job area.
- Complete all company-required training and seek to expand your training opportunities within the company's LMS.
- Manage time effectively, meet personal goals and work effectively with other members of the team to meet CURiO goals.
- Follows all safety guidelines and policies. Makes supervisor/manager immediately aware of any observed safety issue. Keeps work area clean, safe, and organized.
Requirements
- Bachelor's degree in marketing, communications or other related field, or equivalent work experience.
- Five years' experience in email and social marketing, and online marketing, preferably of a personal car
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