Director of Retention & Loyalty (Remote)

Remote

The Digital & Ecommerce team at TULA is growing, and we are looking for an experienced Director of Retention & Loyalty to innovate strategies that delight, grow, and retain customers across key touchpoints. The ideal candidate has a data-driven and customer-first mindset. They will have a combined passion for supporting our brand vision and driving company growth, as well as mentoring and developing their team. In this role, you will be responsible for the retention and loyalty roadmap, driving the development, execution, and measurement of marketing strategies across the customer journey to drive conversion, increase customer engagement, lifetime value, build loyalty, and optimize retention. This role reports to the Senior Director, Ecommerce and is fully remote with some expected travel for business and team offsites throughout the year.

Key Responsibilities: 

• Own and drive all lifecycle marketing channels, campaigns, and automations that span across the customer lifecycle: acquisition, retention, loyalty, auto-delivery and subscription, referral, win-backs and more
• You will lead your team through long-term strategic planning and partner with leadership on annual budget preparation and ongoing forecasting 
• Develop and prioritize CRM and Loyalty initiatives that ladder into the company’s priorities
• Deeply understand the health of our newly launched loyalty program, tracking key metrics and surfacing optimizations to engage our customer base to drive incremental growth
• Deliver on key retention metrics such as LTV, AOV, Churn, RPD, Repeat Rate and more
• Identify gaps in the customer lifecycle and create solutions within our marketing channels
• Take a proactive approach to data exploration and opportunity identification to build new programs and initiatives with new channels
• Advance and own a comprehensive, data-driven customer segmentation plan, designed to increase lifetime value amongst our key audience segments
• Drive learning and optimization through experimentation, creative iteration, and testing
• Collaborate with technical stakeholders to drive correct implementation of all MarTech / analytics tools required to manage lifecycle performance measurement, testing, deployments, and more
• Partner cross-functionally with Growth, Brand, Data, and Ecommerce teams to create a lifecycle marketing experience that attracts, converts, and retains customers
• Develop a high performing team of lifecycle/retention marketers - foster employee growth and engagement, guiding and modeling desired behaviors in all interactions
• Set goals and expectations for direct reports using the performance review process and mentor team members to achieve goals

Qualifications:

• 8+ years of experience driving lifecycle and retention marketing, including email, SMS/push, direct mail, CRM, site marketing, and customer segmentation, ideally for omnichannel and/or DTC brands
• 3+ years loyalty and rewards program background and experience required
• Successful track record of developing retention marketing strategies, executing, measuring, and delivering on revenue-focused performance targets in a high-growth business 
• Strong data-driven mentality with the ability to interpret data and identify actionable insights that inform engagement strategies
• Hands on experience with data analytics tools and marketing platforms (ie: Looker, Listrak, Yotpo, Braze, Postscript or similar tools)
• Proven senior leadership, change management, and team development skills
• Knowledge of relevant industry trends and ability to bring new ideas, maintain best practices, and understand emerging tools and industry innovation
• Strong empathetic leader and ability to coach and mentor team in their career growth
• Excellent written and verbal communication to cross-functional teams and senior leadership
• Ensure all digital campaigns comply with current best practices, laws, and data privacy policies, keeping the leadership team consulted on these areas

About TULA Skincare

TULA, meaning “balance” in Sanskrit, is a clean clinical prestige skincare and wellness brand built on the power of probiotic extracts, which are clinically proven to nourish, soothe, and balance skin. Founded by practicing gastroenterologist, Dr. Roshini Raj, TULA Skincare sits at the intersection of beauty and wellness and believes the same ingredients that are good for your body are also good for your skin. With a focus on being healthy and confident rather than perfect, TULA aims to inspire everyone to #EmbraceYourSkin. TULA Skincare was recently acquired by Procter & Gamble. TULA is a digitally native, social-first omni channel brand with DTC as a core capability and is also available through its beauty retail partners including Ulta Beauty, Sephora, Nordstrom, and Neiman Marcus in the US and internationally at Sephora Canada, in MECCA’s Australia and New Zealand markets, and at Space NK in the UK. For more information and the latest news on TULA Skincare, visit www.tula.com.

Our Values:

1. Empowered & empowering - we are all in this together as a team - everyone counts
2. Growth mindset - we test and learn and continuously improve as individuals, a team, and a business
3. Strong opinions loosely held - we are smart, but don't have ego; we want to get to the best create a diverse, equitable and inclusive environment that empowers everyone to show up as their authentic self. We respect varying identities and how they strengthen and unite TULA’s team and community.
4. Allyship, Authenticity & Accountability - We are committed to actively working together to create a diverse, equitable and inclusive environment that empowers everyone to show up as their authentic self. We respect varying identities and how they strengthen and unite TULA’s team and community.
5. Optimistic self-starters - we have a positive, can-do attitude and are agile, scrappy - we love a good challenge
6. Left brain / right brain - we value data driven decision-making alongside creativity and gut feelings (after all we are a probiotics brand)

**The anticipated base salary range for this position is $150,000-$180,000. Exact salary depends on several factors such as experience, skills, education, and budget. Salary range may vary based on geographic location. In addition to base salary, this position is eligible for participation in a competitive annual bonus with possibility for achievement based on performance and company results.

In addition, TULA offers a variety of benefits to eligible team members, including health insurance coverage, wellness and remote support programs, paid leave programs, education-related programs, Unlimited PTO, paid holidays, and others. Many of these benefits are subsidized or fully paid for by the company