Senior Manager, Retention AMER (Smartwool & icebreaker)

At icebreaker and Smartwool, we are two unique brands that embody the same spirit of belonging, adventure, sustainability, and getting out there. We create products made for people who enjoy nature and want to go far and feel good. We do this all while keeping our planet and the impact of our products in mind.

So, before we get to the job details, take a minute to learn a little more about us – our values and our culture. If you can see yourself working side-by-side with a team of fun, adventure-loving people, icebreaker and Smartwool may be just the place for you.

To learn more about our values and our culture, visit www.icebreaker.com or www.smartwool.com.

Senior Manager, Retention AMER (Smartwool & icebreaker)

What will you do?

A day in the life of a Senior Manager of Retention Marketing at icebreaker and Smartwool is all about building meaningful, lasting connections with our customers.

In this role, you will lead the strategy and execution that keeps customers engaged, encourages repeat purchases, and grows lifetime value. Your day may include shaping email and text marketing plans, guiding loyalty program initiatives, partnering with Digital Technology Teams to create seamless customer touchpoints, and using data and insights to improve how we connect with our consumers across every platform. This role reports to the Director, Ecommerce Americas for Smartwool and icebreaker.

Let’s break down that day-in-the-life a bit more.

Email and Text Marketing

• Develop the strategy and oversee the execution for email and text marketing to encourage repeat purchase and to increase the lifetime value of each customer.

• Create and implement the lifecycle marketing strategy through customer segmentation, personalization, and messaging to drive repeat purchase through owned channels.

• Oversees all aspects of email delivery including creative, campaign list creation, email tests (including A/B testing), calendar and deployment for triggered series, campaigns, and brand emails

• Explore opportunities to measure, analyze and incorporate the use of behavioral data for optimizing email send and campaign performance to meet revenue goals.

• Own QA protocols, to ensure campaigns are deployed accurately and on-time.

• Create the forecast and report on results for retention marketing activities.

• Develop content plans for retention tactics that align to the overall integrated marketing calendar.

• Ensure key product styles are regularly marketed through evergreen content planning.

• Develop strategies for hitting revenue targets, especially when there is a gap outside of our normal plans.

• Write a test plan and develop a learning library to continually capture insights and optimize retention marketing activities.

• Develop new strategies for first-party data acquisition of new customers and continually find ways to personalize content.

Customer Relationship Management Technology Platform Leadership & Digital Technology Partnership

• Work with our VF Digital Technology (DT) partners to manage and deliver a best-in-class customer experience across the MarTech stack, including owning approvals and testing for Customer Relationship Management (CRM) related projects and enhancements.

• Own the relationship with all 3rd party CRM vendors and develop a strategic roadmap to ensure we hit our financial goals and consistently improve our email, SMS, and loyalty customer flows.

• Partner with the DT VF Analytics team to develop CRM dashboards to effectively understand the business and share insights with the broader SWIB organization around our consumers.

Management and Leadership

• Manage the budget, including forecasting, invoicing, and actualizing costs for retention tactics.

• Manage the CRM DT roadmap and project submission in partnership with the DT consumer acquisition and engagement team and Director of Ecommerce.

• Manage each brands’ loyalty program in partnership wi