Manager, Lifecycle Marketing - Banana Republic
Gap Inc. · SF
About the Role
We are seeking a dynamic and experienced Manager to be an essential role in continuous development, optimization and support for Banana Republic’s CRM and retention strategies. This data-driven, customer-focused individual will be an integral part of the CRM Retention marketing team whose objective is to understand customer behaviors that drive long term value, loyalty and engagement and identify opportunities for personalization across the customer lifecycle.What You'll Do
Own the lifecycle roadmap
- Own the lifecycle and triggered program portfolio across Email, SMS, & Push (including high-intent behavioral triggers, post-purchase and order communications, low in stock, and loyalty) across all verticals, including BR Specialty and BR Factory, with a distinct plan for each customer.
- Prioritize the highest-value customer moments over program count. Make the call on what to build, scale, fix, or stop.
- Own lifecycle across Email, SMS, and Push so programs work together across channels, not alongside each other.
- Partner with the teams that own batch communications so triggered and lifecycle programs complement them and customers get the right message at the right time.
Diagnose performance and tell the story
- Own program-level performance reporting and know it cold. Diagnose what is moving and why, including year-over-year and week-over-week changes.
- Separate real efficiency gains from mix shifts and volume effects, and attributed demand from incremental demand.
- Reconcile data across sources and validate your numbers before they reach leadership.
- Translate results into clear business implications for senior leaders: what happened, why it matters, and what we are doing about it.
Test and learn
- Build and run a test agenda tied to real strategic questions: what is incremental, which customer should receive what, and how much communication is productive.
- Read results carefully, know what a test actually proved, and make a clear scale, modify, or stop recommendation.
Move toward customer-level contact strategy
- Help shape how we decide the best communication for a customer when they qualify for several at once.
- Evaluate decisions on demand, engagement, and file health together, not demand alone.
- Work with analytics and CRM partners to deepen personalization where it creates measurable value.
Execute with rigor
- Run program builds, launches, and QA end to end with Digital Production, Brand and Content, Analytics, and our technology and vendor partners.
- Manage timelines and hold partners accountable. Escalate early, with a recommendation attached.
Direct Mail (Retention)
Full end-to-end management of our retention Direct Mail program, including audience selection, creative briefing, execution and measuring incrementality and ROI.
Who You Are
What Great Looks Like
- Independent. You take an ambiguous problem from question to recommendation with minimal direction, and you bring solutions when you flag issues.
- Strategic. You connect the tactical decision to the bigger customer and business question.
- Analytical and precise. You are comfortable in the data, you check your own work, and you are careful not to claim more than the data supports.
- An owner. Results, quality, and follow-through are yours, and partners trust you to deliver.
Qualifications
- Bachelor's degree
- 5+ years in lifecycle, CRM, or retention marketing, preferably in retail or e-commerce
- Hands-on experience owning triggered or lifecycle programs in an email service provider or marketing automation platform, as well as SMS and Push platforms for retail.
- Strong analytical skills, including advanced Excel and comfort working with large datasets. SQL and Adobe Analytics are a plus
- Working knowledge of test design and incrementality, and the judgment to separate correlation from causation
- Clear, concise written and verbal communication, with the ability to make complex results simple for senior audiences
- Proven ability to work across teams and navigate a large company
- Customer-obsessed, with a bias toward action