Head of Lifecycle Marketing, Shopbop

Shopbop.com is seeking a strategic Head of Lifecycle Marketing to lead and evolve lifecycle programs across channels. This role is critical to driving revenue growth and customer engagement through a best-in-class customer marketing experience. The Head of Lifecycle Marketing will own the strategic vision for lifecycle initiatives, leading a team of marketers, partnering closely with CRM to architect customer journey strategies that segment audiences by lifecycle stage (new, retained, reactivated) and deliver tailored experiences that drive long-term customer value. This leader will oversee personalization and automation capabilities, transform how we engage customers at scale, own reporting and goal-setting for Email, Push, and App channels, drive the strategy to launch new channels (SMS), and advocate for innovations that drive long-term growth. The right candidate will be analytical, customer-focused, thrive in a fast-paced environment with competing priorities, and partner across teams effectively. This role sits within the Marketing organization and reports to the Head of Digital Commerce & Content.

Responsibilities

• Define comprehensive strategic vision for Email, Push notifications, and App channels aligned with Shopbop’s business goals and growth targets.
• Guide the evolution of the lifecycle marketing program across all stages of the journey (acquisition, retention, lapsed) informed by customer insights, strategic testing, and optimization.
• Lead strategic planning, forecasting, and goal-setting across channels, providing executive-level insights and recommendations.
• Architect next-generation personalization and automation strategies to enhance customer lifetime value.
• Lead customer journey mapping and segmentation strategies to improve targeting and relevancy of campaigns.
• Champion innovation and platform enhancements to enable advanced capabilities.
• Collaborate on the evolution of customer loyalty initiatives, improving program value and driving engagement across customer segments.
• Design framework for testing, measuring, and optimizing channel performance and customer engagement.
• Develop strategic partnerships across CRM, Product, Tech, and Creative to drive transformation initiatives.
• Maintain a high bar for marketing creative and copy across all messaging touchpoints.
• Own the marketing budget for Email & Push channels, including 3rd party vendor relationships and contracts.
• Stay abreast of industry trends in email/push marketing, CRM, and marketing automation.
• Mentor and develop team members while fostering a culture of innovation and customer obsession.

Basic Qualifications

• 6+ years of professional non-internship marketing experience
• Bachelor's degree or equivalent
• 4+ years of management experience
• Strong technical understanding and fundamental knowledge of email tools and systems (Salesforce preferred)
• Experience using analytics platforms and advanced Microsoft Excel and Office skills
• Strong analytical and problem-solving skills
• Highly organized, excellent attention to detail while seeing the big picture
• Excellent communication (written and verbal) and interpersonal skills
• Experience managing 3rd party vendor relationships
• Comfortable leading presentations and communicating with senior leadership

Preferred Qualifications

• Experience using SQL to pull data and metrics to deliver reports
• Experience working in an online fashion setting
• Strong interest in and familiarity with fashion
• Experience with SMS marketing
• Usage of generative AI tools to enhance workflow efficiency, with a willingness to learn effective prompting and evaluation practices
• Ability to recognize opportunities where generative AI could enhance products, workflows, or customer experiences

Amazon is an equal opportunity employer and does not discriminate on the basis of protected veteran status, disability, or other legally protected status.

Our inclusive culture empowers Amazonians to deliver the best results for our customers. If you have a disability and need a workplace accommodation or adjustment during the application and hiring process, including support for the interview or onboarding process, please visit for more information. If the country/region you’re applying in isn’t listed, please contact your Recruiting Partner.

The base salary range for this position is listed below. Your Amazon package will include sign-on payments and restricted stock units (RSUs). Final compensation will be determined based on factors including experience, qualifications, and location. Amazon also offers comprehensive benefits including health insurance (medical, dental, vision, prescription, Basic Life & AD&D insurance and option for Supplemental life plans, EAP, Mental Health Support, Medical Advice Line, Flexible Spending Accounts, Adoption and Surrogacy Reimbursement coverage), 401(k) matching, paid time off, and parental leave. Learn more about our benefits at

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