Director, Lifecycle Marketing

As the Director, Lifecycle Marketing, you will generate loyalty and increase consumer lifetime value across Cole Haan direct-to-consumer eCommerce and retail channels. You will own lifecycle marketing programs including email, SMS, direct mail and Membership to improve repeat consumer engagement and retention metrics for the company. You will be the subject matter expert on consumer behavior and business drivers, ideate new initiatives to improve lifetime value and partner closely with the Analytics and Finance teams to build the business case for key executive, channel and cross-functional stakeholders. CORE ACCOUNTABILITIES: Own Cole Haan's lifecycle marketing strategy, connecting deep consumer insight with marketing innovation to deliver commercial outcomes and emotional connections Evaluate end-to-end consumer journeys and identify high-value actions and capabilities that capture opportunity to create consumer engagement, loyalty, and lifetime value Design lifecycle touchpoint... strategy dedicated to retention across multiple channels, including email, SMS, push, website, brick-and-mortar stores, and order fulfillment and delivery Collaborate internally to build deep, data-rich understanding of consumer preference to inform key initiatives including personalization, marketing automation, and product experience iteration Develop and manage key retention and engagement metrics for Cole Haan eCommerce, Outlet and Inline retail channels, and regularly deliver progress updates across stakeholder teams including senior leadership Establish benchmarks, reporting capabilities, and monitor consumer lifecycle KPIs to shape priorities and future strategy Deploy scalable A/B testing to extract maximum ROI from marketing communications Build a learning agenda in partnership with Product, Analytics, IT and Operations teams to test and deploy improvements across consumer journeys and touchpoints Partner with key stakeholders to scale the value proposition of Cole Haan's membership program with an emphasis on optimizing audience segmentation and driving CLV Requirements Qualifications: 7 years experience in brand management, retail CRM, and/or digital marketing, developing and driving high-performing campaigns across large cross-functional teams 5 years of experience directly managing others 3 years in in the Retail industry Bachelor's Degree Experience using Microsoft Excel to manipulate and analyze data Experience using data and metrics to measure impact and determine improvements Excellent verbal and written communication skills; comfortable presenting across all levels of the organization including to senior leadership Possess keen analytical and quantitative skills; ability to think critically and use data to derive insights and inform marketing plans Proven ability to work independently, prioritize and complete responsibilities in a fast-paced, change-oriented environment You are focused on data and deeply familiar with tools to support retention and CRM efforts You are comfortable using Google Analytics, Business Intelligence Tools, Email Creation/HTML, Email Platforms such as Cordial, Customer Data and CRM Platforms You are an expert in attribution and measurement, viewing channel effectiveness through a holistic lens You understand the nuances and complexities of data but act as a simplifier for others You're an incredible people leader and you have a track record of recruiting, nurturing and retaining high-performers This position is not available to be performed in Colorado About Us Cole Haan is a pioneer in inventing and reinventing modern dress footwear, bags and accessories through our ZeroGrand and GrandSeries product lines. Customers who seek style, versatility and comfortable function in their products come to Cole Haan. Cole Haan is rapidly growing in the United States and abroad. The brand is sold in more than 45 countries through 90 branded retail stores within the United States, 200 branded store and shop-in-shop locations internationally, on our global digital flagship, colehaan.com, and within leading department store and specialty retail partners throughout the World. Salary Range: $150K -- $200K Minimum Qualification Brand Marketing & Management, Digital Marketing & Social MediaEstimated Salary: $20 to $28 per hour based on qualificationsShow full descriptionCollapse