Director Of Retention Marketing w/ a Sense of Humor LATAM

OVERVIEW: 

At Shinesty, our mission is to force the world to take itself less seriously. We make people laugh first and sell second. Our mothers don’t always approve of what we do, but the millions of people we’ve entertained over the years do.

This role is responsible for growing increasingly consistent and profitable LTV customer cohorts through high-performing product, experience, and retention marketing engines.

The Shinesty brand is as unique as the ideal candidate for this role. You/we are equal parts: 1) hard working, 2) data driven, 3) serious about smart growth strategies and tactics…and 4) are up to force the world to take itself less seriously.

The ideal candidate will pick up on our programs as they stand today, and work to craft and execute new strategies and tactics that will help retain more customers by increasing their lifetime value.

ROLE & RESPONSIBILITIES:

• Build and execute clear retention, subscription, and lifecycle strategy frameworks across the customer journey
• Identify the biggest retention and subscriber value levers (offers, UX friction, packaging, merchandising, onboarding, touch points, education, etc.) for different cohorts, customer archetypes, and product entry points 
• Align cross functional teams on priorities and tradeoffs across merchandising, product, acquisition, creative, CX and more
• Lead customer facing retention channels (Email, SMS, Loyalty, Direct Mail, Recurring Subscriptions, etc.) by optimizing existing efforts and implementing new strategies and tactics that grow engagement and ultimately lifetime value.
• Create and maintain segmentation frameworks and automations that scale and deliver incremental value
• Build, maintain, and execute on a retention marketing calendar
• Manage and optimize deliverability, creative best practices, frequency and personalization for owned CRM channels
• Own subscription onboarding, engagement, the digital products themselves (customer portal + recurring subscription tool), dunning/payment recovery, subscriber up/cross-sells, etc.
• Understand the drivers of subscription churn, and build strategies over time that decrease it
• Partner with merchandising and product to ensure subscription benefits and value propositions are irresistible
• Collaborate with other function owners that inherently impact customer LTV and retention potential (website/ecommerce, acquisition, creative, merchandising, product etc.) 
• Understand and cater to our various customer archetypes and product category shoppers through in depth understanding of the various channels and product journeys
• Regularly champion and develop new channels and tactics 
• Directly manage leaders of the CRM and Customer Service functions, and the teams that report up to them
• Nurture customer relationships by setting a vision and empowering the customer service team to provide standout support

Requirements

THE IDEAL CANDIDATE HAS:

• 5-10 years of direct experience in lifecycle, CRM channel management, and/or retention marketing. 
• Direct experience growing a digitally native brand and customer base 
• Experience managing a recurring subscription program, including deep experience with dunning, payment recovery, and product journey strategies
• Deep analytical skills, including direct experience with dashboarding, hands-on report building through a BI tool, and ad-hoc analyses…all of which help us identify issues and opportunities faster, and act on them. You don’t need a data scientist or dedicated analyst to get smart learnings.
• A robust understanding and appreciation of creative factors that impact business results. On brand creative for Shinesty seeks to entertain, engage, convert, and keep customers coming back for more

Benefits

Unlimited PTO: We trust you to manage your results and your recharge time—whether that’s a week in the mountains or a Tuesday afternoon off.