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Senior Director, Retention & Customer Lifecycle Marketing

Company: MeUndies
Location: Culver City
Posted on: September 25, 2022

Job Description:

is a Los Angeles, CA-based underwear and loungewear company best known for its softer-than-soft basics. Founded in 2011, MeUndies disrupted the $110B underwear industry with the first online underwear subscription. Since then, the brand has inspired a passionate community of undie-obsessed individuals with its bold, comfortable products. And that's only the beginning---
Today MeUndies has sold more than twenty-four million pairs of underwear and is profitable with double-digit YoY growth. It continues to redefine the subscription market by evolving the transactional subscription to a membership centered on community and relationships with the brand.
The innovative direct-to-consumer brand offers multiple purchasing options, including singles, packs, matching pairs, and monthly membership.
MeUndies is currently looking for a Director / Sr. Director of Retention and Customer Lifecycle Marketing. This person will drive strategy and execution around engaging our customer base to drive repeat sales and membership. We're looking for folks passionate about lifecycle marketing, a willingness to geek out when it comes to consumer e-commerce behavior and the drive to leave no retention rock unturned. A successful candidate will be a results-driven CRM expert, who can not only hit the ground running with high-growth strategies, but is also willing to roll up their sleeves to support building the team's underlying capabilities and operationalize short-term tests and campaigns.
What You'll Do

  • Define the retention marketing vision at MeUndies with clear objectives, actionable KPIs, and a strategic roadmap towards these goals
  • Lead all CRM and retention marketing efforts around lead optimization, membership growth, increasing engagement, LTV expansion through upsell and cross sell efforts, referral program optimization, passive and active churn management, and winback strategies
  • Develop site, email, SMS, direct mail & membership marketing strategies and communications in promotional, transactional, lifecycle, and triggered campaigns to drive membership growth, loyalty, and retention
  • Establish Looker dashboards and reporting to monitor lifecycle program efforts as well as progress towards key growth and retention metrics
  • Partner closely with Engineering to continually optimize and enhance our current event taxonomy, user traits, and cohort management within our CDP / ESP and various marketing platforms
  • Work closely with the Engineering & Digital Product teams to assess and implement the most appropriate technology (whether external or internal) to support retention/CRM strategy across MarTech stack eco-system.
  • Own and lead data enrichment strategies and execution (in partnership with Brand and Engineering) to ensure we have the data needed to succeed.
  • Lead the development and constant iterative improvement of segmentation strategies to deliver optimal Consumer Experience (CX) appropriate for a premium underwear and loungewear company.
  • Successfully drive full life-cycle optimization through data driven multi-channel campaigns.
  • Significantly increase the Active marketable first-party database on behalf of the brand.
  • Partner with cross-functional leaders to develop promotional strategies, marketing calendar, audience management, and product roadmap to continually grow our membership program, increase engagement and drive LTV
  • Deliver quarterly competitive analysis of email, SMS, referral/affiliate, etc. marketing to ensure we are leading trends in market.
  • Collaborate with the Creative team to develop a deep understanding of what resonates with our customers and optimize content/messaging accordingly
  • Work closely with Consumer Insights, Finance, and Merchandising teams to analyze and assess efficacy of initiatives and how they are supporting larger organizational goals
  • Constantly stay informed with best in class retention practices, including 1:1 personalization, triggers, email deliverability, send frequency, subject line best practices and best-in-class creative approaches to refine and improve all email & customer retention KPI's

    What You Have

    • 8+ years of successful, diverse and progressive ecommerce/online marketing experience
    • Minimum 5 years of direct CRM experience, managing and executing email programs for consumer products with a major e-commerce brand/company. Big plus if you have experience with recurring revenue or subscription service companies
    • Email Service Provider or CRM platform experience (E.g.Iterable, Braze, Cordial, Responsys, Adobe Campaign)
    • Experience building up and managing a team of Managers and Coordinators
    • Experience managing a email agency
    • Excellent project management skills with an ability to set and achieve goals, meet deadlines, and multitask in a fast-paced environment
    • Analytical thinking skills with a depth of knowledge in digital analytics, campaign tracking and ROI metrics through data visualization platforms
    • Experience with A/B testing and more complex communication testing required
    • Experience in conceptualizing and implementing marketing plans
    • Strong Excel and data modeling skills
    • Experience in SMS & Direct Mail strategy a big plus
    • A Bachelor's degree or equivalent

      Bonus Points

      • D2C Subscription experience
      • Loyalty experience
      • Power user of: Segment, Iterable, Looker, Postie, Friendbuy, Churnbuster, Brightback, Measure, Excel,, etc.

        It's more than a job.
        We have focused on building a team of people who emulate our core values. We look for people who stay balanced, go further, build relationships, champion differences, and are humble. At MeUndies, we maintain a stellar brand by working collaboratively and encouraging growth with learning opportunities. Not to mention, there is no such thing as a small achievement here - we celebrate it all!
        We look at the necessities.
        We offer competitive equity/salary packages, including targeted annual bonuses, generous parental leave, a 401k, fantastic health benefits, open time off, and more. We also take Learning and Development seriously - conducting annual performance reviews, annual 360 reviews, and providing an independent Learning & Development Budget that starts at $500 right out of the gate!
        We have an office you'll enjoy going to.
        As of July 2022, we will be returning to our amazing HQ space! Don't worry, we've implemented a hybrid plan that has been optimized to work with all team members. As always, we will continue to follow local, state, and CDC guidelines accordingly. We're set up to support comfortable working - hot desks, lounge, and casual seating areas, a Mother's Room, an on-site gym & shower, and a kitchen that makes you feel like you've never left home. Plus, we're dog friendly, so your furry coworker can join you anytime.
        We don't forget the most important things.
        We want MeUndies to be a place where you feel safe and comfortable and encourage our employees to hold us accountable for keeping it that way. We offer two robust annual surveys to check in with the team, an anonymous feedback tool available to submit to at any time, and an HR team that is ready to help. MeUndies is also home to four employee-led Employee Resource Groups - Womxn's ERG, Heritage ERG, Pride ERG, and Parents of MeUndies. When you work at MeUndies, we take your needs as an employee (and a person) seriously.
        Plus those unique extra things.
        We know how important it is to connect with your team members outside of everyday work. We offer frequent catered lunches, holiday parties, off-sites, happy hours, and an annual retreat (right now, these things are happening virtually! But we can't wait to return to in-person). You'll also get a sweet employee discount and a monthly MeUndies membership to rebuild your underwear drawer with our top-notch prints.

Keywords: MeUndies, Los Angeles , Senior Director, Retention & Customer Lifecycle Marketing, Executive , Culver City, California

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