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About the Role
We are seeking a dynamic and experienced Manager to be an essential role in continuous development, optimization, and support for Banana Republic’s CRM and retention strategies. This data-driven, customer-focused individual will be an integral part of the CRM Retention marketing team whose objective is to understand customer behaviors that drive long term value, loyalty, and engagement and identify opportunities for personalization across the customer lifecycle.
Responsibilities
- Own the lifecycle roadmap.
- Own the lifecycle and triggered program portfolio across Email, SMS, & Push for all verticals, including BR Specialty and BR Factory, with a distinct plan for each customer.
- Prioritize high-value customer moments over program count.
- Make decisions on what to build, scale, fix, or stop.
- Ensure lifecycle programs work together across Email, SMS, and Push channels.
- Partner with teams that own batch communications to ensure triggered and lifecycle programs complement them.
- Own program-level performance reporting and diagnose performance drivers.
- Separate efficiency gains from mix shifts and volume effects, and attributed demand from incremental demand.
- Reconcile data across sources and validate numbers.
- Translate results into clear business implications for senior leaders.
- Build and run a test agenda tied to strategic questions.
- Analyze test results and make scale, modify, or stop recommendations.
- Help shape customer-level contact strategy decisions.
- Evaluate decisions on demand, engagement, and file health together.
- Deepen personalization with analytics and CRM partners where it creates measurable value.
- Manage program builds, launches, and QA end-to-end with cross-functional teams and partners.
- Manage timelines and hold partners accountable.
- Escalate issues early with a recommendation.
- Manage the retention Direct Mail program, including audience selection, creative briefing, execution, and measuring incrementality and ROI.
Requirements
- Bachelor's degree.
- 5+ years in lifecycle, CRM, or retention marketing, preferably in retail or e-commerce.
- Hands-on experience owning triggered or lifecycle programs in an email service provider or marketing automation platform, as well as SMS and Push platforms for retail.
- Strong analytical skills, including advanced Excel and comfort working with large datasets.
- Working knowledge of test design and incrementality, and the judgment to separate correlation from causation.
- Clear, concise written and verbal communication skills, with the ability to make complex results simple for senior audiences.
- Proven ability to work across teams and navigate a large company.
- Customer-obsessed, with a bias toward action.
Skills
- SQL
- Adobe Analytics
- Excel
- Lifecycle Marketing
- CRM
- Retention Marketing
- Email Service Provider Platforms
- Marketing Automation Platforms
- SMS Platforms
- Push Platforms
- Test Design
- Incrementality Analysis
- Data Analysis
- Communication
Experience Level
- 5+ years
Education Level
- Bachelor's degree
About the Company
- Banana Republic’s CRM and retention strategies.
- BR Specialty and BR Factory.