Director of Retention & Lifecycle Marketing

Job Description

POSITION SUMMARY:

The Director of Retention & Lifecyle Marketing is responsible for leading all retention, loyalty, and lifecycle marketing initiatives across our omnichannel touchpoints. This position will own the end-to-end customer journey post-acquisition—driving repeat purchase behavior, deepening brand affinity, and maximizing customer lifetime value (CLV) across e-commerce, retail stores, and emerging channels. Additionally, this leader will build and execute a unified CRM and lifecycle strategy that seamlessly connects digital and in-store experiences, turning one-time buyers into lifelong brand advocates. The ideal candidate blends customer journey orchestration with analytical rigor and thrives in a fast-paced, high-growth retail environment.

Principal Accountabilities

• Lifecycle & CRM Strategy
• Develop and execute a comprehensive, omnichannel lifecycle marketing strategy spanning email, SMS/MMS, push notifications, direct mail, and clienteling programs.
• Design automated customer journeys—including welcome series, post-purchase nurtures, replenishment, re-engagement, winback, and milestone/occasion-based campaigns (anniversaries, birthdays, holidays).
• Architect and operationalize sophisticated segmentation and personalization frameworks leveraging purchase history, browsing behavior, engagement signals, and predictive models.
• Loyalty and Retention Programs
• Own the strategy, P&L, and roadmap for a loyalty and rewards program, driving enrollment, active participation, and program-attributed revenue.
• Partner with Merchandising, Retail Operations, and Ecommerce to create exclusive loyalty experiences, early access events, and VIP clienteling touchpoints that differentiate the brand.
• 1:1 Marketing Channels (Email, SMS, & Direct Mail)
• Set the strategic vision and oversee day-to-day execution of all 1:1 marketing programs, including email, SMS, and direct mail.
• Partner with brand, merchandise, and external vendors to develop high-impact programs and messaging to improve omnichannel sales performance through continuous optimization of creative, subject lines, send times, and content personalization.
• Develop a unified channel orchestration framework that governs contact frequency, channel prioritization, and suppression logic to prevent fatigue while maximizing customer engagement across email, SMS, and direct mail.
• Ensure full compliance with CAN-SPAM, TCPA, CCPA, and other applicable privacy regulations across all 1:1 channels, partnering with Legal to maintain best-in-class consent and preference management.
• Omnichannel Integration
• Ensure a unified customer experience across digital and physical channels, bridging online engagement with in-store interactions through integrated customer profiles.
• Collaborate closely with Retail Operations, E-Commerce, IT, and Customer Service to support clienteling efforts and outreach.
• Champion a single view of the customer by partnering with Analytics and IT to optimize the marketing tech stack.
• Retention Performance Management
• Partner with the Analytics team and external agencies to define and measure retention KPIS, including customer retention rate, repeat purchase rate, CLV, email/SMS revenue contribution, loyalty program ROI, and churn rate.
• Build robust A/B and multivariate testing programs to continually improve creative, cadence, channel mix, and offer strategies.
• Team Leadership & Cross-Functional Partnership
• Lead, mentor, and scale a high-performing team of retention and marketing professionals
• Manage agency and technology vendor relationships, negotiate contracts, and evaluate new platforms to maintain best-in-class capabilities.
• Partner with Finance to manage a multi-million-dollar retention marketing budget, delivering measurable ROI and contributing to company revenue targets.
  
  

Supervisory Responsibilities

This position will have direct reports and additionally, will manage vendor relationships for lifecycle marketing initiatives and programs. This position will be responsible for the following:

• Accomplish department objectives by directing and monitoring the work progress of direct reports and external vendors.
• Provide coaching and guidance to direct reports.
• Set expectations, annual goals and provide required quarterly touch base meetings with all direct reports.
  
  

Qualifications

• Bachelor’s degree in Marketing, Statistics, Analytics, or Business is required; a Master’s degree is preferred, or an equivalent combination of education and experience.
• 10 years of experience in CRM, lifecycle marketing, retention, or loyalty marketing.
• Proven experience in:
• conducting and guiding customer segmentation strategies, marketing test and learn methodology, and the ability to cull out actionable insights
• measuring marketing performance and incrementality across campaigns and channels
• enabling 1:1 marketing at scale across touchpoints: web, email, mobile, SMS, display, paid media, and others
• managing promotional strategy and planning activities from an omnichannel lens
• providing thought leadership on customer data management, identity, enrichment, and use
• managing marketing compliance projects
• High impact leadership skills, including setting a clear vision and strategy, motivating and coaching others, recruiting and developing analytic talent, driving urgency and results.
• Strong collaborator that works effectively across internal (IT, stores, ecommerce, marketing, strategy) and external partners.
• Strong communication skills and the ability to influence senior leaders.
• Ability to manage multiple and complex projects with proven ability to oversee schedules, scope, and budgets.
• Hybrid schedule with predictable onsite attendance required three or more days per week to perform essential functions involving interactive behaviors with co-workers and managers, operation or manipulation of equipment and/or materials located only on site, and direct interaction with internal and/or external customers.
  

Competencies

Analytical Thinking, Business Knowledge, Integrity, Leadership, Strategic Orientation, Teamwork and Cooperation

Auto req ID

7211BR

Location

SSC-Store Support Center

City and State

North Kansas City, MO