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.

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

The 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 reactivat