Retention Marketing Manager

About the Role
Lead Fleur du Mal’s retention growth engine across email and SMS through advanced segmentation, lifecycle architecture, personalization, testing, and measurement. This is a quantitative role focused on building scalable systems that increase repeat rate, AOV, and LTV, while decreasing churn and protecting brand experience and deliverability.

Key Responsibilities
Lifecycle strategy + automation architecture

Lead end-to-end lifecycle programs: welcome/activation, browse/cart/checkout abandon, post-purchase, cross-sell, replenishment, VIP, winback.

Define customer-state logic (new/active/lapsing/lapsed/VIP) and trigger frameworks.

Set channel governance: cadence, frequency caps, suppression logic, and contact strategy.

Deploy personalization: dynamic modules, product recommendations, send-time optimization, channel preference.

Create segment playbooks and messaging strategy inputs for Creative/Merchandising partners.

Loyalty Program management

Operationalize loyalty across lifecycle: integrate loyalty status, and tier progression into segmentation, automation, and personalization (e.g., tier-triggered journeys, points-expiry flows, VIP concierge moments, winback offers tied to loyalty value).

Measure and optimize loyalty performance: track incremental lift vs non-members (repeat rate, frequency, AOV, LTV, redemption rate, breakage, cost per retained customer), run A/B tests on benefits and messaging, and manage vendor/tool performance if applicable.

Own KPI framework and reporting: repeat purchase rate, retention rate, time-to-2nd purchase, incremental revenue, contribution margin impact, LTV lift.

Build and run an experimentation roadmap (A/B, holdouts where feasible); operationalize learnings.

Produce decision‑grade insights (what changes, what scales, what stops).

Deliverability + list health + compliance

Own deliverability strategy, list hygiene, complaint/unsubscribe management, and consent compliance (especially SMS/TCPA).

Protect customer experience through fatigue management and preference strategy.

Data + systems rigor

Partner with Data/Engineering to ensure event tracking and identity resolution are accurate.

Own retention tech roadmap (ESP/SMS/CDP capabilities, audience sync, automation tooling).

Success metrics

Automated lifecycle revenue + incremental lift (not just attributed)

LTV and contribution margin lift

Experiment velocity + measurable winners adopted

Deliverability health, unsubscribe/complaint rates, list quality

Qualifications

7+ years retention/lifecycle ownership with strong analytics depth

Demonstrated advanced segmentation + automation design at scale

Strong measurement discipline and comfort partnering with Data/Engineering

Hands‑on expertise in ESP/SMS platforms (Attentive and Klaviyo a plus) and CRM analytics

Salary & Benefits
Salary: $120,000+ BOE (based‑on‑experience)

Location: NYC, IN‑OFFICE MON‑FRI

Benefits: Health insurance, 401(k), FSA, employee discount

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