The Director, Lifecycle Marketing will be responsible for retaining and increasing lifetime value of both Customers and Runners in Favors’ 200+ markets. Reporting to the Sr. Director of Growth & Lifecycle Marketing, you will own the CRM & Lifecycle Marketing program and define its strategic roadmap and vision. You will balance marketing, operations, analytical-thinking, and people management skills to succeed in this fast-paced, ever-evolving environment. You will sometimes be teaching and leading the team, and other times rolling up your sleeves to dig into campaigns and marketing data yourself. This is a unique opportunity to do much more than traditional Lifecycle marketing, and have a large and direct impact on Favor’s success.
What You'll Do
- Define the strategic roadmap and vision for our CRM & Lifecycle marketing and retention program, including campaigns related to our Loyalty & Membership program
- Create and manage Customer and Runner communications journeys to maximize lifetime value, from onboarding and post-purchase follow-ups, to re-engagement campaigns, to cross channel retention strategies
- Define annual and quarterly team OKRs and key initiatives, aligning campaign performance to business objectives and priorities
- Allocate, monitor, and report on promotional marketing budget, and ensure that our spend drives incremental impact and ROI for the business
- Track performance metrics, and provide regular reporting and analysis to measure the effectiveness of marketing automation initiatives and identify areas for improvement
- Build and lead a team of high-performing CRM & Lifecycle marketers with a player-coach mentality, equipping them with the day-to-day support and professional development opportunities to deliver their best work
- Collaborate cross-functionally with Marketing Operations, Merchandising, Acquisition, Product, Creative, Engineering, Analytics, and Content teams to develop and execute roadmaps that support GTM and marketing automation strategies and campaigns that nurture, convert, and retain our customers
- Lead inclusive partnership with the Integrated Marketing team to ensure a consistent customer experience cross-channel
- Evolve and sophisticate how Favor segments target audiences, and communicates to them with personalized, relevant, compelling, and timely messaging and promotional offers
- Utilize A/B and multivariate testing strategies and tactics to drive marketing results
- Identify performance and market trends, best practices, insights, and emerging technologies in marketing automation to drive innovation, maintain a competitive edge and optimize programs accordingly
- Balance the operational complexities of our on-demand business, including over-communicating cross-functionally and formulating a number of campaigns/strategies to address all possible business scenarios
- Be an active member of Favor’s company Leadership team, communicating and collaborating effectively with other senior leaders and Executive stakeholders
Skills You Have
- Bachelor’s degree in marketing or related field; Master’s degree is a plus
- 12+ years of marketing or CRM experience
- 3+ years of experience leading a Marketing/CRM team; experience building and leading a multi-disciplinary CRM team
- Experience with mobile products/services
- Experience working in a two-sided marketplace is extremely desirable
- Experience implementing loyalty, CRM, segment migration, and automation marketing programs and processes is an absolute must
Who You Are
- You have an understanding of testing methodologies and RFM segmentation
- You have extremely strong written and communicative skills
- You have deep experience with CRM tools around campaign management, email, push notifications, in-app messaging -- experience with Braze is a major plus
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