Sr Manager Of Lifecycle Marketing

Sr. Manager of Lifecycle Marketing - HOME OFFICE- KENDRA SCOTT

We are looking for an individual who will bring customer lifecycle marketing and personalization savvy to our owned marketing channels, including email and SMS programs as well as loyalty. If you are a results-driven marketer who thrives in a collaborative and fast-paced environment, this may be the job for you!

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About Kendra Scott:

We are a fun, talented and driven team dedicated to providing our customers with gorgeous products and a WOW! experience. Family, fashion and philanthropy are at the core of our company and though we move at a very fast pace, we are committed to maintaining a family-oriented work environment and giving back to our community. A passion for great design, dedication to innovation and a strong social media presence are our building blocks for creating a unique and engaging lifestyle brand across all channels, including retail stores, wholesale accounts and e-commerce. Our headquarters are located in the heart of Austin, Texas, and we embrace the unique vibe and energy of our hometown as an inspiration for our brand and company culture.

Position Overview:

We have an exciting opportunity to support the rapid growth of our business at the Home Office in Austin, TX! Reporting to our Sr Director of Paid & Owned Marketing, the Sr Manager of Lifecycle Marketing will have ownership of the customer lifecycle journey. This includes email & SMS (including marketing campaigns, triggers/journeys, and transactional messaging) as well as the newly-launched Kendra Scott Insider loyalty program. This role combines the need for a customer-centric and data-driven mindset.

Responsibilities:

• Grow and optimize email, SMS, loyalty and referral programs - defining goals, benchmarks, and KPIs for lifecycle marketing success.
• Develop and own the customer experience roadmap for lifecycle marketing campaigns from ideation to launch to optimization, ­driving customer retention and LTV.
• Build and manage the messaging calendar to include necessary brand, product, promotional and segmented messages to drive business in email and SMS.
• Brief email campaigns and schedule them based on launches, promotions, and brand events. Lead linking strategy and provide insight during the email creation process.
• Own weekly and monthly reporting on email, SMS, and loyalty and drive optimization opportunities based on findings.
• Stay up to date on changing global privacy and compliance laws that impact marketing and customer communications
• Collaborate with key stakeholders including merchandising, brand, philanthropy and other internal teams to support brand goals alongside revenue.
• Create quarterly reviews that help give the cross functional teams a view of the status of lifecycle marketing and key areas of improvement for future quarters.
• Partner with analytics team on customer surveys & NPS to help create an optimal loyalty customer experience on the Ecommerce Platform and in Retail Stores.
• Develop a solid understanding of systems and how data flows between them and is stored with in them.
• Partner with ecommerce and technology teams to drive program enhancements.
• Develop robust A/B testing strategy and communicate results to drive future strategy.
• Partner with merchandising, philanthropy, and creative teams to align on key campaigns to support via the messaging calendar.
• Partner with paid media, social, and web merchandising teams to ensure consistency and customer experience across digital channels.
• Channel Ownership
• Act as owner of channel performance, keeping a close eye on daily, weekly and monthly traffic, revenue, engagement and list health for all channels.
• Influence promotional planning process by sharing insights on customer engagement with various promo and message types.
• Work with the marketing team and other departments to manage direct marketing efforts to support acquisition and retention strategies among various target groups, including marketing campaigns via Social Media, Retail Based Marketing Campaigns, Ecommerce Based Marketing Campaigns, and Events driven Marketing Campaigns.
• Use data-backed measurement and analysis to constantly test, refine and scale campaigns

Customer Segmentation and Personalization Strategy

• Develop the messaging calendar and customer journeys to support priority customer segments.
• Oversee set up and execution of all segmented messages via email and SMS.

Leadership

• Position will have one direct report, the CRM specialist.
• This role will also act as a strategic leader across the paid & owned marketing team.

Our Ideal Candidate Will Have:

• A growth mindset: desire to learn, grow and embrace new ideas
• Able to focus on details and excellence of all communications.
• Previous experience managing elements of a loyalty program required.
• A strong ability to build cross functional partnerships, work collaboratively and react swiftly to changes.
• Bachelor’s degree or equivalent experience
• Excellent verbal communication skills
• Previous experience working with an ESP required.
• Superior written communication skills.
• Experience in retail preferred, working brand-side or at an agency.
• 5+ years’ experience for a high-growth company
• A proven ability to execute with consistent delivery and reprioritize based on evolving business needs.
• Previous experience managing SMS and Referral programs preferred.
• A shared appreciation for our 3 core values of Family, Fashion and Philanthropy

To grow within the role, we expect to see:

• Build and optimize programs that support the lifecycle marketing strategy for Kendra Scott’s customers, including acquisition, engagement, and retention programs.
• Identify opportunities for process and communication improvements and drive changes forward.
• Build the overall email personalization strategy, working with Customer Analytics to define key segments and build journeys and personalized campaigns to support each priority segment.
• Stay on top of industry trends, best in class campaigns and new technologies that will drive business forward.
• Serve as a cross functional leader in Marketing conversations and recommend how and where key brand, PR and product messages are being featured in email and SMS. Oversee the marketing calendar to ensure appropriate real estate is being given to key messages and product categories.
• Work with the analytics team to measure impact and efficiency of each experiment, document and socialize findings, and develop future strategies based on findings.