Director of Retention and Engagement

ABOUT THE ROLE

The Director of Retention and Engagement will spearhead the strategic direction and execution of initiatives that enhance customer retention and engagement across multiple channels in Webloyalty’s subscription programmes, with a keen attention on ROI. This role will lead and grow a high-performing team, collaborate cross-functionally to optimize the customer lifecycle, and leverage data-driven insights to drive measurable improvements in key retention metrics. This position will play a pivotal role in shaping customer experiences and ensuring long-term business success.

As part of the Product & Lifecycle Marketing team, you will work side by side with Customer Services and Product, and work closely with all other business units (Merchandising, Innovation, IT/Dev, Reputation, Billing, Creative, Legal, Data) to deliver and execute multichannel campaigns, projects and strategies to minimize cancellations, improve customers’ engagement and loyalty and drive revenues. Success in this position will be measured by improvements in key retention metrics, engagement rates, and overall customer satisfaction.

KEY RESPONSABILITES

Strategic Leadership and Team Management

• Build, mentor, and lead a retention and engagement team, fostering a culture of collaboration, innovation, and accountability.
• Develop team members’ expertise through regular coaching, training, and professional development initiatives.
• Define the vision and objectives for the Retention and Engagement team in alignment with broader company goals.
• Oversee workload prioritization, resource allocation, and project timelines, ensuring efficient delivery of initiatives.
• Act as a key advisor to the executive team on retention and engagement trends, sharing insights and recommendations.

Retention and Engagement Strategy

• Develop and execute a holistic retention strategy tailored to various customer segments, emphasizing personalization and loyalty-building efforts.
• Identify trends, pain points, and opportunities within the customer lifecycle to inform retention interventions and key initiatives.
• Introduce cutting-edge tools, technologies, and frameworks to improve customer retention and engagement outcomes.
• Monitor, Share and act on retention and engagement-related KPIs.
• Stay ahead of retention and engagement trends in subscription-based and cashback businesses.

Lifecycle Management and Personalization

• Collaborate with the customer journey team to identify high-impact retention touchpoints and recommend enhancements to drive loyalty.
• Develop advanced segmentation frameworks based on user behaviors, preferences, and demographics to personalize campaigns.
• Launch and oversee targeted lifecycle marketing initiatives, including onboarding, retention, and churn-preventive campaigns.

Marketing Automation and Campaign Execution

• Oversee the implementation and optimization of marketing automation workflows to nurture customer relationships.
• Design and execute multi-channel campaigns to maximize engagement.
• Use A/B, multivariate testing, and predictive models to continuously refine messaging, creative, and offers for optimal results.
• Promote a test-and-learn mindset within the team to foster continuous improvement and innovation.

Performance Analytics and Reporting

• Analyze campaign performance, churn patterns, and customer feedback to inform strategy and improve retention metrics.
• Track the financial impact of retention initiatives, ensuring alignment with business objectives and optimizing for maximum ROI.
• Regularly present findings, insights, and recommendations to stakeholders and leadership teams.

Cross-Functional Collaboration

• Work closely with Product, Data, Customer Care, and Marketing teams to deliver seamless customer experiences and address retention pain points.
• Advocate for customer needs by bringing insights from retention efforts into product development and customer support strategies.
• Collaborate with acquisition teams to ensure seamless transitions from onboarding to long-term engagement.

QUALIFICATIONS

• 10 years of experience in customer retention, engagement, or lifecycle marketing, with 5 years in a leadership role.
• Proven track record of reducing churn and increasing customer lifetime value in a subscription-based business.
• Strong analytical skills.
• Advanced proficiency in CRM and marketing automation platforms.
• Exceptional communication and leadership abilities with experience presenting to executives and influencing cross-functional teams.