Growth Marketer - Focus Retention

1. Mission

As the Retention Growth Marketer, your mission is to orchestrate the entire returning customer journey, with a primary focus on enhancing retention through Own Channels. Your main goal is to increase customer loyalty levels by leveraging data insights and learnings, ultimately impacting key metrics such as LTV, Repurchase Rates, NPS, and frequency while reducing unsubscribe rates.

You will be responsible for developing and optimizing our customer retention program to achieve cost-efficient customer loyalty at scale, taking complete ownership of paid channel metrics. Your role requires a visionary and disciplined approach to deliver strategies and tactics while collaborating seamlessly across departments, including creatives, research, BI, and Growth teams, to align data and execution efforts.

Additionally, you will prioritize and execute tests, campaigns, creatives, and investment optimization to increase engagement and understand active and inactive customer segments within our database, with a focus on reducing reacquisition costs, implementing a bring-back strategy, and prioritizing communication channels.

2. General Accountabilities

Communication & Creative Strategy:

• Propose and implement calendar plans based on data, past learnings and benchmarks from other brands while securing we are respecting frequency and policies to meet customer satisfaction and not generate List Fatigue

• Responsible for the email production from the creation of clear briefs, to answer team questions to production goals through coordinating their production in a timely manner. 

• Provide feedback about the email output to ensure the communication is clear, oriented to the goal of the email and following our copywriting excellence goals, both for promo or editorial emails. 

• Optimize automated flows by understanding the lifecycle and the impact in the journey of the user (leads and customers). 

• Propose new segments, models and personas and what drives the returning decision for each of these clusters.

• Sets up the rules and policy for Email, by learning the customer engagement with the channel and proposing optimal frequency, contents and tone of voice.

• Organize, set up and report A/B tests and inspire the team into having a growth mindset based on data to improve our strategies.

Campaign Execution:

• Follow through broadcast and flows from HTML production/approval, until the proper set up in Klaviyo all while respecting the SLAs (production lead time) at all times.

Analysis & Reporting:

• Track the main channel KPIs of the campaigns and flows to ensure it accomplishes the targets and adjust plans to accomplish weekly and monthly goals both for leads (acquisition) and customers (retention). 

• Responsible for daily and weekly reporting of results, priorities and channels. Will cooperate with the Retention team to fulfill the weekly template every monday, tracking actuals, Key Results and Blockers for the upcoming week. 

• Assess, understand and take actions to sustain email deliverability within the threshold understanding the potential harm it could cause. Being proactive here is fundamental. 

• Deliver ad hoc analysis and deep dives to identify root causes of potential challenges or to take advantage of new opportunities. 

Tech:

• Become an expert in the internal tools (email and sms) managed and preach the disciplined usage of the tools in terms of set ups, naming conventions to sustain a scalable system.