Senior Marketing Manager, Retention

About Us Stio® is an omni-channel mountain brand that designs, develops and sells beautiful, functional, and innovative apparel, footwear and other accessories infused with the soul of the mountain lifestyle. With headquarters in Jackson, Wyoming, Stio draws inspiration from the surrounding Teton Range and offers product via Stio.com, catalog, B2B and its Mountain Studio® retail locations.

About Us Stio® is an omni-channel mountain brand that designs, develops and sells beautiful, functional, and innovative apparel, footwear and other accessories infused with the soul of the mountain lifestyle. With headquarters in Jackson, Wyoming, Stio draws inspiration from the surrounding Teton Range and offers product via Stio.com, catalog, B2B and its Mountain Studio® retail locations.
We live and love mountain life, and as such see ourselves as caretakers of the resources that provide it. We are proud partners of Protect Our Winters and the Conservation Alliance among many other organizations. We have a strong preferred materials platform, use Bluesign® approved textiles wherever possible, audit our supply chains for best practices, and operate our workplaces responsibly.
We think that outside is the best side and that you can't improve on nature. It's good for mind, body and soul, and it's our responsibility to help enable access for all people, regardless of race, gender, beliefs, background or ability. We strive for inclusion at Stio and in our local and national communities.

YOUR ROLE
This Senior Marketing Manager, Retention is responsible for driving profitable customer retention, repeat purchase behavior, and customer lifetime value across all buyer-facing marketing channels. This role owns repeat revenue performance, reactivation strategy, and retention investment allocation across email, buyer catalog, paid media remarketing, loyalty initiatives, and affiliate/influencer retention efforts. This leader will not only execute lifecycle tactics but will also help define retention strategy, allocate budget across buyer marketing channels, evaluate incrementality, and provide clear recommendations on how marketing dollars should be deployed to maximize customer lifetime value and contribution margin. Success in this role requires strong analytical rigor, customer segmentation expertise, and a deep understanding of lifecycle marketing strategy.

Your Responsibilities

Own Retention Growth & Financial Outcomes

Accountable for repeat revenue and customer retention performance across ecommerce

Own retention marketing investment strategy and buyer marketing efficiency

Develop and manage monthly, quarterly, and annual retention forecasts

Partner with Finance to evaluate retention efficiency using contribution margin, repeat rate, reactivation rate, and LTV metrics

Monitor pacing and recommend budget reallocations across buyer marketing channels as needed

Lead Cross-Channel Retention Strategy across email, buyer catalog, remarketing, affiliate and influencer

Own lifecycle marketing strategy including segmentation, frequency, and personalization

Lead email and SMS marketing calendar strategy including campaigns and automated lifecycle flows

Own buyer catalog strategy including segmentation, circulation strategy, and incremental ROI evaluation

Oversee paid media remarketing strategy in partnership with internal teams and agencies

Evaluate affiliate and influencer partners based on repeat customer and LTV contribution

Recommend changes to buyer marketing spend allocation based on incremental performance

Customer Segmentation & Lifecycle Optimization

Develop and refine customer segmentation strategy (RFM, LTV tiers, Pro/loyalty segments)

Design onboarding, post-purchase, cross-sell, and win-back strategies

Identify opportunities to improve second purchase rate and purchase frequency

Lead reactivation initiatives for lapsed customers

Optimize marketing frequency to balance engagement and profitability

Retention Creative & Messaging Strategy

Define messaging strategy for repeat customers across lifecycle stages

Partner with Brand and Creative teams to ensure retention messaging is personalized and performance-driven

Develop loyalty and community-based messaging strategies to deepen engagement

Provide creative performance insights and feedback loops to internal teams

Lead Retention Experimentation & Incrementality Testing

Build and manage a retention testing roadmap across email, catalog, and paid remarketing

Design and execute incrementality tests for buyer catalog mailings and remarketing efforts

Evaluate performance beyond last-click attribution to determine true incremental lift

Use insights to inform strategic budget reallocations

Reporting & Strategic Insights

Provide weekly and monthly reporting on retention performance

Deliver actionable insights on repeat rate, AOV, LTV, and reactivation trends

Communicate performance clearly to cross-functional stakeholders and leadership

Identify risks and opportunities within the buyer file proactively

Team Leadership and People Management

Manage and develop a direct report responsible for supporting day-to-day execution of acquisition marketing programs

Provide clear direction, prioritization, and performance feedback to ensure high-quality campaign execution across channels

Partner with leadership to set individual goals, conduct performance reviews, and support career development of direct reports

Your Skills And Experience

5+ years experience in retention, CRM, or performance marketing

Strong understanding of lifecycle marketing including email, SMS, segmentation, and retention strategy

Experience managing CRM platforms (e.g., Klaviyo or similar) and automated marketing flows

Experience working with external agencies

Strong analytical skills with advanced Excel proficiency and experience using GA4 or similar analytics platforms

Experience with experimentation frameworks and A/B testing

Experience with Direct Mail/Catalog advertising

Financial acumen and comfort working with contribution margin, retention rate, and LTV models

Works effectively within a team environment while leading and developing direct reports and collaborating cross-functionally with other teams

Goal oriented and problem solving mindset

Eagerness to take on new challenges and create processes

THE FINE PRINT

Medical, Dental Vision plans

Company Paid Long Term Disability

Employee Assistance Programs

401k with Match

Generous paid time off policies

Gear test, perks and more

We provide competitive compensation packages, inclusive of base pay, incentives and benefits. The base salary range for this role is $80,000-$95,000. It would not be typical for someone to be hired at the top end of the range for the role, as actual pay will be determined based on several factors including experience, skills, and qualifications.

Stio is an equal opportunity employer of all qualified individuals, including minorities, BIPOC, LGBTQ+, veterans & individuals with disabilities

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