Director of Loyalty & Customer Retention

Our number one priority is the health and safety of our associates and their families, our partners, our communities and our customers. Proof of COVID-19 vaccination is required for employment. If you are unable to be vaccinated for medical reasons or sincerely-held religious beliefs, we will consider requests for reasonable accommodation consistent with our policy, and where we are able to provide such accommodations without undue hardship to the company pursuant to applicable law.

About the Opportunity

Leslie's is the market leader in pool supplies and we have big growth goals. Marketing has a big role in driving that growth. We are in the process of modernizing our marketing and creative capabilities. We are looking for a creative leader to join us on that journey. If you appreciate the challenge of building new campaign frontiers and capabilities, this is a unique opportunity.

Responsibilities

• Drive long-term growth for Leslie's through innovative and impactful marketing retention programs. We are looking for a motivated and creative individual to help lead us in translating business goals into engaging omni-channel customer experiences across our 940+ stores, website and throughout our marketing channels - direct mail, email, video, app, and digital.
• Use a deep understanding of customer journeys to plan, build, execute, and own scalable, predictable, and repeatable lifecycle CRM programs that focus on growing and engaging our customer base.
• Lead the recently enhanced Leslie's Pool Perks loyalty program - acquiring new members and driving engagement, retention, and lifetime value.
• Continually evaluate loyalty program performance and identify opportunities that drive program spend and member engagement (e.g., ROI, new member acquisition and activation goals, increased frequency, etc.) Leverage data and insights to evolve customer retention campaigns, communications, and programs.
• Build a team that has passion for results, a commitment to action-oriented analysis, a steadfast focus on the customer, and an attitude that every challenge has a solution if you are willing to work for it.

Essential Competencies

• Have a strong foundation in DTC businesses (online and brick & mortar) and a passion for delivering exceptional customer experiences.
• Use customer and marketing data to turn business goals and priorities into marketing campaigns to acquire and nurture new customers, retain existing customers, win back lapsed customers, and increase customer lifetime value.
• Drive the yearly and long-term customer vision and growth plan to meet acquisition and retention targets, drive revenue, and support overall brand health.
• Develop annual CRM and loyalty program executional plans and tactics, in-line with key brand moments and launches and with a clear communications calendar and promotional levers.
• Help manage general email campaigns, including template designs, cadence, and content.
• Work at the strategic level to define retention strategies across all mediums, including traditional, digital, and organic. Leverage both direct reports and matrixed capabilities in media channels and analytics to accomplish goals.
• Drive incremental revenue and transactions while improving relevancy and customer connection through experimentation and personalization.
• Harness technology for programmatic personalization at scale, utilizing APIs, machine-learning models, and behavioral data to improve customer relevancy and revenue impact.
• Identify opportunities to grow and evolve the loyalty program and help lead the execution.
• Support management of push notification and proprietary mobile app efforts to complement email contact strategies.
• Contribute to the strategic plan of increasing market share and improving quality of service.
• Excel in tactical execution, with a firm grasp of the core drivers of business to implement simple solutions to complex problems.
• Meet financial objectives through annual budget preparation and ongoing forecasting and results analysis. Build measurement framework with reporting to quantify impact, identify trends, and track key initiatives, partnering with analytics team on ad-hoc analysis and deep dives.
• The right candidate will also thrive in an efficient, highly entrepreneurial, fast-paced, collaborative environment where people are driven and enthusiastic.

Qualifications

• 10+ years of marketing experience, BA/BS degree in marketing - MBA preferred
• 5+ years of experience managing email, loyalty, and CRM marketing plans
• Experience in performance marketing, with an emphasis on personalization and experimentation and an ability to learn new technologies, products, and systems quickly
• Robust analytical skills - able to quickly digest large amounts of data, identify trends, and pursue the right questions that lead to constructive action
• Proficiency with analytics tools and web traffic reporting (GA360), and ability to do deep data analysis and drive recommendations to senior leadership
• Strong leadership skills with the ability to collaborate effectively at all levels to meet business goals
• Exceptional organizational, planning, and project/program management skills with strong attention to detail
• The ability to creatively resolve issues - understanding business constraints of resources, budgets, and timelines - while remaining adaptable and flexible
• Solution-oriented with excellent time-management skills
• Versatile, hands-on style of working; willing to roll up sleeves and work with teams versus delegating to others
• Ability to thrive in a fast-paced environment while prioritizing tasks and meeting timelines with minimal oversight
• Experience managing a team of direct reports
• A test and learn mentality
• Excellent communication, collaboration, and planning skills
• Demonstrate a willingness to take well-measured risks
• A sense of humor, a positive attitude, and a willingness to adapt

We offer our employees competitive compensation, extensive paid training, comprehensive and flexible suite of benefits package, 401K with company match, team member discounts, rewards for top performers, and most importantly career advancement opportunities.

Leslie's recognizes a critical component to our continued success is our people.Leslie's is committed to developing and fostering a culture of diversity and inclusion within our company and the communities we serve. A key aspect of building a great team is valuing ideas from many viewpoints, which is why we place a priority on identifying and hiring talented individuals from all backgrounds and perspectives.