Growth Marketer - Focus Retention

Summary

Join us as Retention Growth Marketer to orchestrate the returning customer journey, focusing on enhancing retention through owned channels. Increase customer loyalty by leveraging data insights to impact key metrics like LTV, repurchase rates, NPS, and frequency while reducing unsubscribe rates. Develop and optimize the customer retention program for cost-efficient loyalty at scale, taking ownership of paid channel metrics. Collaborate with creatives, research, BI, and Growth teams to align data and execution efforts. Prioritize and execute tests, campaigns, and investment optimization to increase engagement and understand customer segments, focusing on reducing reacquisition costs and implementing a bring-back strategy. Propose and implement calendar plans, manage email production, optimize automated flows, and propose new segments and personas. Track KPIs, report results, and ensure email deliverability. Become an expert in internal tools and maintain a scalable system.

Requirements

• Experience : 4+ years of solid experience in Own channels (Email & SMS), working closely with performance, acquisition, and growth teams
• Hands-on experience with CRM, automation and personalization tools for ecommerce
• A natural hustler with a contagious “can-do” attitude
• Strong project management and organizational skills
• Strong analytical skills with proven ability to transform data into insights and turn it into actionable initiatives (including both quantitative and qualitative data)
• A/B testing experience and growth mindset
• Passion for marketing, psychology and sales
• Creative and relentless problem-solver
• Strong written and verbal communication skills and the ability to work effectively with cross-functional teams

Responsibilities

• Propose and implement calendar plans based on data, past learnings and benchmarks from other brands while securing we are respecting frequency and policies to meet customer satisfaction and not generate List Fatigue
• Responsible for the email production from the creation of clear briefs, to answer team questions to production goals through coordinating their production in a timely manner
• Provide feedback about the email output to ensure the communication is clear, oriented to the goal of the email and following our copywriting excellence goals, both for promo or editorial emails
• Optimize automated flows by understanding the lifecycle and the impact in the journey of the user (leads and customers)
• Propose new segments, models and personas and what drives the returning decision for each of these clusters
• Sets up the rules and policy for Email, by learning the customer engagement with the channel and proposing optimal frequency, contents and tone of voice
• Organize, set up and report A/B tests and inspire the team into having a growth mindset based on data to improve our strategies
• Follow through broadcast and flows from HTML production/approval, until the proper set up in Klaviyo all while respecting the SLAs (production lead time) at all times
• Track the main channel KPIs of the campaigns and flows to ensure it accomplishes the targets and adjust plans to accomplish weekly and monthly goals both for leads (acquisition) and customers (retention)
• Responsible for daily and weekly reporting of results, priorities and channels. Will cooperate with the Retention team to fulfill the weekly template every monday, tracking actuals, Key Results and Blockers for the upcoming week
• Assess, understand and take actions to sustain email deliverability within the threshold understanding the potential harm it could cause. Being proactive here is fundamental
• Deliver ad hoc analysis and deep dives to identify root causes of potential challenges or to take advantage of new opportunities
• Become an expert in the internal tools (email and sms) managed and preach the disciplined usage of the tools in terms of set ups, naming conventions to sustain a scalable system