Lifecycle Marketing Manager

4 weeks ago

Jersey City, United States What Goes Around Comes Around Full time

Overview:

WGACA is the preloved and vintage retail pioneer, an innovator in the space, defining the category for 30 years. With retail presences in NYC and LA, eCommerce and digital conversion channels are critical to advancing the brand’s mission.

The WGACA Marketing Team is seeking a passionate and talented Lifecycle Marketing lead who thinks critically and strategically and is passionate about all things digital, including social media, search engine optimization, email marketing, and emerging channels.

The Lifecycle Marketing Manager plays a pivotal role in driving customer engagement, retention, and loyalty across various digital platforms. Leveraging their excellent analytical skills and their expertise in marketing automation, customer segmentation, and data analysis, they will architect and execute strategic campaigns aimed at attracting new customers and maximizing customer lifetime value. This person will own all aspects of engagement with leads and customers, developing and driving the overall strategy for how we engage various audience segments, define the campaigns that deliver on that strategy, and work with a team to execute it while measuring and optimizing success. This role requires a customer-centric, creative thinker with a strong analytical mindset who can seamlessly extract keen insights from qual and quant and blend them with innovative marketing strategies that drive measurable business results.

Reporting to the Vice President of Marketing, this person collaborates closely with the entire Marketing team as well as cross-functional teams like eCommerce, Merchandising, Wholesale, et al.


Responsibilities:

Campaign Development: Architect and execute comprehensive lifecycle marketing strategies to nurture customer relationships, increase retention, and drive repeat purchases. Work with the broader marketing team in creating compelling content and messaging. Own the execution of the promotional, editorial calendar and ad-hoc initiatives calendars to boost performance of retention and engagement.


Data Analysis and Reporting: Monitor and track customer engagement metrics, conducting ongoing analysis of campaign performance and customer metrics to measure the effectiveness of lifecycle marketing efforts. Generate actionable insights and recommendations to optimize future campaigns and enhance overall marketing ROI. Analyzing and reporting program performance to proactively summarize performance and report on campaigns impact, users behaviors Provide strategic guidance, making recommendations to optimize.

Marketing Automation: Implement and optimize marketing automation workflows to deliver personalized and timely communications to customers. Monitor campaign performance metrics and adjust automation strategies to improve engagement and conversion rates.

Customer Segmentation: Identify key audience segments and tailor marketing communications accordingly, continuously refine segmentation strategies based on evolving customer behavior and preferences.

Journey Optimization: Identify opportunities for optimization and enhancement within customer journeys, develop strategies to drive incremental value at every touchpoint.

Qualifications:

  • 5+ years of experience in lifecycle marketing, CRM, and/or customer retention in a high growth environment
  • Luxury retail and/or DTC e-commerce experience
  • Education: BA in Marketing, Business, or related field, MBA preferred
  • Expertise in SalesForce and Marketing Cloud
  • Strong proficiency with performance marketing metrics, platform reporting, marketing automation platforms (ideally Salesforce Marketing Cloud) and customer segmentation tools
  • Proven track record increasing traffic and conversion through targeted campaigns
  • Knowledge of Paid Search bidding, targeting, and optimization, expertise in multivariate marketing, A/B testing, attribution, and customer segmentation
  • Excellent understanding of full funnel digital marketing concepts, including SEO, SEM, social media marketing, email marketing, content marketing, and digital advertising
  • Experience reporting from first-party, in-platform, and 3rd party/agency-supplied data set KPIs, identifying opportunities to enhance content and campaigns to optimize performance
  • Passionate learner who stays abreast of eCommerce, social, and all digital marketing innovations and capabilities
  • Excellent communicator and collaborator, a team-player with the ability to communicate effectively with internal and external partners
  • Strong organization skills, resourceful, attention to detail, and methodical to manage asset development and delivery
  • Knowledge and passion for fashion industry and cultural trends is a plus

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