We are seeking a growth-oriented leader and CRM expert to own and scale our retention marketing program. This person is passionate about consumer growth and will be responsible for key areas of the customer life-cycle. The role's main responsibility is to nurture long-term customer relationships with a focus on lifetime value, through best-in-class segmentation and personalization. They must have a proven track record and in-depth experience in creating, analyzing, and leveraging insights to create innovative experiences that drive customer loyalty and retention. The Director of Retention Marketing will be responsible for leveraging their CRM experience to help us better understand, reach and convert our customers. This role will oversee the growth of our email marketing, app, and SMS programs by performing frequent experience testing, along with evolving our segmentation strategy. We are looking for someone who is able to evaluate complex business issues and bring strategy to life using new initiatives, technology and cross-team collaboration. This role will work closely with key stakeholders in creative, marketing, technology vendors and more to develop and execute initiatives that drive customer recency, frequency and average order value, as well as oversee related program analyses. This leader should effectively exhibit JD Finish Line's core values of Customer, People, Winning, Community, and Financial Responsibility in everything they do by performing the following key duties:
Responsible for leading the strategic vision, ownership and implementation of customer retention and loyalty communications and channels (Email, app, SMS) that nurture long-term customer relationships, reduce churn, and increase engagement, frequency, monetization, customer database and lifetime value.
Oversee and collaborate with the customer analytics team to perform customer segmentation analysis (behavioral, attitudinal, demographic) and formulate a segmentation strategy within our current customer base.
Define and own goals, objectives, KPIs, and monthly budget and revenue forecasts, plus monitor and meet targets on a monthly, quarterly and annual basis.
Have deep analytical skills to analyze and predict customer cohorts by channel and by geography.
Have a deep understanding of compliance, GDPR and CSPAM.
Regularly identify trends in targeted marketing and CRM strategies to glean insights on best practices and innovative ideas around customer retention.
Implement a thorough testing roadmap for our lifecycle programs while regularly sharing out clear performance/test results, best practices and key learnings to management and internal partners.
Oversee customer communications through complex behavior flows via email, app and SMS, while managing retention efforts
Work closely with the digital product team to build the right technology, programs and features to enhance LTV.
Partner with marketing channel owners and broader ecomm team to launch, track and optimize customer engagement and retention efforts.
Drive insights, key activities, execution, and final evaluation of tactics to drive loyalty with a focus on scalability.
Apply profound understanding of marketing best practices to lead the deep dive for idea generation and strategy, ultimately recommending evergreen programs, integrated campaigns and tech builds to increase customer engagement and drive customer lifetime value.
Reference marketing channel analytics, sales data and customer feedback to evolve our segmentation strategy. Leverage findings to optimize multi-channel messaging.
Execute qualitative and quantitative research to understand customer perspectives, motivations, behaviors, and pain points.
Develop robust measurement strategies - both at the campaign level - and at the customer segment level, to measure short-term and long-term impact of Retention and CRM strategies.
Act as the in-house expert on retention marketing strategies and industry best practices
Required Education and/or Experience
7+ years experience in data-driven retention marketing role, managing across areas including email (Braze), CRM, loyalty/rewards, SMS (Attentive), app, customer segmentation, and promotions with a proven track record of growing and analyzing CRM/retention programs.
5+ years managing, mentoring, and growing high performing teams.
A logical thinker, cross-functional connector, detail-oriented with a can-do attitude who can work across the organization to drive results and move the larger business forward.
This is a high-impact role that will shape the company's email and retention marketing efforts.
Track-record executing marketing campaigns that drive measurable results across a breadth of customer situations (e.g. conversion, retention, loyalty, cross-sell).
Results-oriented with an exceptional track record of developing profitable retention marketing programs and meeting and exceeding performance & revenue.
Strategic thinker (has defined and overseen execution of retention strategies) but also willing to roll up sleeves and help execute. Proven ability to both identify opportunities and drive action to pursue those opportunities.
Ability to operate in a fast-paced environment, managing multiple projects simultaneously and prioritizing time and resources based on business impact.
Internal JD Finish Line experience strongly preferred.
Required Computer and/or Technical Skills
7+ years experience working in, and understanding the dynamics of consumer eCommerce technologies such as Commerce Tools, Oracle Commerce, Google Analytics (GA4), etc.
Conversion-rate-optimization (CRO) experience a plus.
Expert knowledge of email marketing / CRM, CMS and reporting tools.
Expert analytical skills with proven ability to scrutinize large amounts of data and turn it into actionable initiatives (including both quantitative and qualitative data)
Qualifications
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform these functions.
Physical Demands
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Sit for more than 6 hours per shift
Use hands to finger, handle and feel
Reach with hands and arms
Talk and/or hear
Stand for up to 4 hours at a time periodically
Walk or move from one location to another
Occasionally may need to climb, balance, stoop, kneel, or crouch
Lift and/or move up to 10 pounds regularly and up to 50 pounds occasionally
Punctuality and regular attendance consistent with the company's policies are required for the position.
10% travel needed.
Average workweek is 40-50 hours, which can vary depending on business need.
The work environment for this position is a moderately noisy office setting.
The company reserves the right to modify this job description with or without notice. Employees may be asked to perform additional duties outside of normal job scope on a temporary basis per company policy. $115,000-$160,000; 20% bonus target. This role will be eligible for medical, dental, vision, 401k, sick leave, parental leave, and company paid time off plan.