VP, Lifecycle Marketing

The VP, Lifecycle Marketing at FabFitFun is tasked with leading comprehensive lifecycle marketing strategies to enhance conversion, customer engagement, and loyalty. This includes identifying key moments in the customer lifecycle, optimizing experiences, and collaborating with the Growth team to improve onboarding. Ultimately, you'll leverage your expertise in customer segmentation and analytics to inform decision-making and elevate member satisfaction.

Candidates for the VP, Lifecycle Marketing role at FabFitFun should possess at least 10 years of marketing experience, with a strong focus on lifecycle or CRM, particularly in subscription or e-commerce industries. A demonstrated ability to build and lead effective loyalty programs and expertise in tools like Braze are also essential. Strong leadership skills and a knack for cross-functional collaboration are vital for success in this role.

The VP, Lifecycle Marketing role at FabFitFun operates in a hybrid environment, with expectations to work three days in the office based in Beverly Hills, CA. This structure promotes collaboration and team synergy while also allowing for flexibility. It’s a fast-paced, high-growth environment that encourages innovation and creative problem-solving, making it an exciting workplace for motivated professionals.

At FabFitFun, a VP, Lifecycle Marketing can expect a comprehensive benefits package that includes uncapped and generous PTO, competitive medical, dental, and vision coverage, as well as a 401K plan with matching. Employees also enjoy pet insurance, annual company subscriptions, and a charitable donation matching program, all aimed at ensuring a fulfilling work-life balance and support for personal causes.

FabFitFun is committed to fostering an environment of growth and career advancement. As a VP, Lifecycle Marketing, you will be part of a high-performing marketing team where leadership development is encouraged. Opportunities for mentoring, collaboration with cross-functional teams, and the potential for equity grants further enhance the career trajectory for the right candidate.

To design an effective lifecycle marketing strategy for FabFitFun, I would start with a thorough analysis of our customer journey. Understanding key touchpoints and pain points is essential. Next, I would collaborate with cross-functional teams to align on goals and resources, ensuring strong messaging and personalized experiences are delivered at each stage. Utilizing analytics, I would continuously measure and iterate the strategy based on real-time customer feedback and engagement metrics.

The most critical metrics for lifecycle marketing success include customer retention rates, conversion rates, churn rates, and customer lifetime value (LTV). I would also focus on campaign performance metrics such as open and click-through rates to evaluate engagement. By monitoring these metrics, I can fine-tune strategies and optimize efforts to ensure we are effectively meeting the needs of FabFitFun members.

I have extensive experience using CRM platforms like Braze to build and manage loyalty programs. At my previous role, I spearheaded the development of a loyalty program from the ground up. This involved designing customer segmentation strategies and personalized outreach campaigns that significantly increased member retention and lifetime value. Leveraging insights from the CRM platform allowed us to refine our approach and deliver value continuously.

I stay current with trends in lifecycle marketing by following industry publications, attending webinars, and participating in professional groups. Networking with other marketing professionals and attending conferences also offer insights into emerging trends. Additionally, I invest time in analyzing competitive brands to understand innovative strategies that might be applicable to my role at FabFitFun.

In a previous role, I was tasked with addressing a declining membership base. I analyzed customer feedback and data to identify the main pain points. I improved onboarding by introducing engaging content and personalized communication. Implementing targeted re-engagement campaigns effectively increased our retention rate, and within a few months, we saw a 25% increase in active memberships.

Data plays a pivotal role in my lifecycle marketing decisions. By leveraging analytics, I can identify customer behaviors, preferences, and trends. This insight is invaluable in crafting targeted marketing campaigns, measuring their effectiveness, and refining strategies. Data-driven decision-making helps to create hyper-personalized experiences that resonate with FabFitFun members and drive engagement.

To foster collaboration, I prioritize open communication and regular meetings between marketing and other departments like Product, Data, and Customer Experience. I believe in aligning on common goals and sharing insights. By involving cross-functional teams in brainstorming sessions and keeping them informed about marketing initiatives, we ensure everyone is aligned and can contribute effectively toward shared objectives.

My primary strengths lie in my strategic thinking and collaborative leadership style. With over 10 years of experience in lifecycle marketing, I have cultivated a deep understanding of customer needs and behaviors. My analytical skills allow me to leverage data to drive decisions, while my focus on building high-performing teams ensures that we deliver innovative solutions that enhance customer loyalty at FabFitFun.

Enhancing the member onboarding experience at FabFitFun would begin with understanding the specific needs and preferences of new members. I would implement personalized welcome communications, including a guided tour of key features. Ensuring that onboarding content is engaging and informative, while regularly collecting feedback, would allow us to continuously improve the experience based on member interactions.

I am drawn to FabFitFun because of its commitment to creating a community-driven experience for its members. The innovative approach to lifestyle and wellness resonates with my values, and I believe my extensive background in lifecycle marketing can help further enhance member engagement and satisfaction. Joining a forward-thinking company that values creativity and collaboration excites me.