Sr. Manager, CRM/Demand Generation

Sr. Manager, CRM/Demand Generation LTK                         

Reports to: Sr. Director, Growth Marketing, LTK

Location: open to Remote 

Job Description:

The Sr. Demand Generation Manager will be responsible for leading and delivering growth and scale in our consumer facing lifecycle marketing channels.  This role will be accountable for not only improving the CRM program KPIs for engagement and conversion, but as importantly this role will be responsible for standing up and optimizing our user segmentation campaign cadences and retention programs. This role is also responsible for the piloting and expansion of new channels, including but not limited to SMS. We’re looking for someone with past experience and passion for lifecycle marketing, user engagement, consumer loyalty and referral campaign experience.

The Sr. Demand Generation Manager will work closely with partners across channel, regional, & functional lines & in collaboration with the rest of the Growth Marketing team.

Responsibilities: 

Collaborate with LTK and Marketing teams to develop and execute our annual/quarterly lifecycle marketing plans in order to support our customer acquisition/retention goals and the GM’s business objectives. This position requires a candidate with hands-on past experience in CRM and loyalty marketing with a blend of execution & strategy mindset across the core, mobile first CRM channels.

• Lead & operate LTK’s CRM channels in close collaboration with other team members on CRM & cross brand/BU. 
• Focus on growth and expansion of our lifecycle marketing efforts via campaign cadences guided by user segments, trigger activity, & the seasonal marketing calendar.  
• Develop clear strategies and priorities for CRM efforts, including multi channel & multi objective cadences, alongside ongoing creative testing and support of larger integrated marketing campaigns. 
• Lead CRM onboarding, retention and reactivation strategies
• Partner with key stakeholders to stand-up a referral, rewards and loyalty program
• Build and optimize a CRM campaign calendar aligned to real time consumer shopping themes/campaigns, brand & influencer partnerships & features, etc. 
• Collaborate with creative support teams & cross channel teams (where needed) to bring CRM campaigns to life - from concept to execution for all channels, placements & formats for robust A/B test learnings. 
• Build data-backed strategy surrounding segmented engagement of our user base via different LTK value propositions, content personalizations/recommendations, and touchpoints. 
• Partner with the CRM & cross channel teams on seasonal merchandising & curation bursts, shopping trends, themes & campaigns with an awareness to integrated, cross channel marketing planning & synergy. 
• Develop and maintain regular upfront cross-platform reporting to measure engagement & conversion KPIs 
• Generate proactive POVs and recommend pilot programs for new demand channel expansion, such as SMS
• Serve as Consumer Platform SME guiding both domestic and international best practices 

Qualifications: 

• Bachelor’s Degree in Business, Marketing or Communications
• 5 years experience directly managing CRM & Lifecycle channels at a growth ecommerce/DTC/Retail organization preferred.
• Past experience with hands-on management across the following channels is required: Email, Push, SMS, In-app, Onsite. Past experience with Braze is preferred. 
• Past experience leading user segmentation strategy, planning, & execution is also required.
• Past experience developing and implementing rewards and loyalty programs is required.
• Past experience building campaign materials with awareness to brand guidelines, tone, larger lifecycle & segmentation best practices. 
• Data driven, lifecycle marketing approach. Reporting/metrics hungry to action & ideate upcoming campaigns. 
• Dynamic, motivating, and entrepreneurial-minded and team player with an internal drive to hit goals and deadlines. Must be very comfortable with shifting opportunities and priorities.
• Be scrappy and self-directed - you'll have to be the roll-up-your sleeves type and work autonomously. Ability to multitask, prioritize and meet deadlines in a dynamic fast-paced environment
• Drives innovation and backs decisions with data, analytics and testing mindset.
• Strong collaboration and team building skills.
• A “can-do” attitude, proactive, curious are absolute musts

Success metrics

• CRM expansion, efficiency, and effectiveness
• DAU contribution
• GMV contribution
• Overall Channel health & stability