Digital Retention Manager

ABOUT THE ROLE

The Retention Manager is responsible for developing and executing strategic initiatives that enhance customer retention, loyalty, and lifetime value across multiple channels in Webloyalty’s subscription programmes, with a keen attention on ROI. You will report into the Director of Product and Lifecycle Marketing and oversee a team of four, including two direct reports, to implement effective retention and loyalty strategies that drive engagement and customer satisfaction. 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 minimise 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

1. Team Management and Leadership

• Team Oversight: Manage and mentor a team of four, including two direct reports, by providing guidance, support, and feedback to help each team member succeed in their roles.
• Performance Management: Set clear performance objectives and conduct regular check-ins, reviews, and assessments to ensure team goals align with retention targets and business objectives.
• Professional Development: Foster a collaborative and growth-oriented environment, encouraging team members to pursue professional development and expand their skills in retention, analytics, and marketing.
• Resource Allocation: Prioritize and delegate tasks within the team to ensure efficient project execution and balanced workloads.
• Cross-Functional Coordination: Act as the primary point of contact for the retention team in collaboration with other departments, ensuring alignment and shared focus on customer retention goals.

2. Retention KPI Management and Strategy

• Define and Track KPIs: Establish and manage key performance indicators (KPIs) for customer retention, including churn rate, customer lifetime value (CLV), and engagement metrics.
• End-to-End Campaign Development: Design, execute, and optimize retention campaigns from initial concept to final implementation, focusing on high-impact initiatives.
• Retention Marketing Strategy: Develop a comprehensive retention strategy that leverages multi-channel marketing approaches, such as email, SMS, in-app notifications, and social media, to enhance customer loyalty and lifetime value.
• Opportunity Identification: Analyze customer data to identify opportunities for growth and improvement within the retention funnel. Use insights to shape initiatives that extend customer lifecycles.

3. Personalization and Marketing Automation

• Segmentation & Targeting: Develop and maintain customer segments based on behavior, demographics, and preferences to deliver personalized, relevant, and persuasive marketing messages.
• Marketing Automation: Manage the marketing automation platform and workflows, ensuring continuous engagement and retention of subscribers through triggered messages, lifecycle campaigns, and automated flows.
• Content Strategy: Craft personalized content and messaging strategies that resonate with segmented audiences and reinforce brand loyalty.

4. Retention Initiatives and Multivariate Testing

• Retention and Loyalty Initiatives: Design and implement retention and loyalty campaigns, including copywriting, design, development, and reporting. Coordinate targeting, scheduling, and segmentation for each campaign.
• Multichannel Testing: Conduct A/B and multivariate testing on different channels (email, SMS, push notifications, etc.) to identify the most effective approaches and optimize retention metrics.
• Email Best Practices: Implement best practices for email communications, including deliverability, sequencing, segmentation, and automation. Oversee both one-off and transactional email campaigns to maximize engagement and retention.
• Performance Analysis: Regularly analyze and report on campaign performance, identifying trends, insights, and actionable recommendations for improvement.

5. Project Management

• Pipeline Management: Support the implementation of the project pipeline by coordinating with IT, development, and marketing teams. Ensure projects align with retention goals and timelines.
• ROI-focused Project Initiation: Launch new projects with a focus on return on investment (ROI), guiding each initiative from conceptualization through final delivery.
• Stakeholder Collaboration: Work closely with cross-functional stakeholders and other business units to drive alignment and secure necessary resources for retention projects.
• Innovation in Retention Programs: Explore and incorporate new tools and technologies that can enhance retention and loyalty programs, driving long-term customer engagement.

6. Communication and Documentation

• Clear Communication of Retention Activities: Implement processes to ensure transparency and alignment across departments by communicating retention strategies, goals, and results.
• Documentation: Support the creation and maintenance of documentation for all initiatives, projects, and tests, utilizing tools like Confluence for organized and accessible records.
• Knowledge Sharing: Share insights, learnings, and best practices across teams and with upper management to enhance organizational understanding of retention strategies.
• Team Collaboration: Actively engage with team members in a constructive manner, supporting collaborative efforts to achieve shared goals in retention and customer engagement.

QUALIFICATIONS

• BA/BSc/ Marketing degree or equivalent practical experience
• Email marketing & segmentation experience
• Excellent understanding of CRM architecture: marketing automation tools, tracking & measurement tools, reporting tools
• Ability to analyse data and provide detailed conclusions and suggestions
• Previous experience working in International eCommerce environment (B2B2C or B2B)
• Project management experience
• Multichannel digital marketing campaigns experience

Behaviour / Aptitude (eg self-reliant, creative…)

• Excellent communication and presentation skills
• Ability to work independently on projects as well as a being a strong team player
• Flexible and adaptable mind set
• Excellent organizational and delivery skills
• Deep knowledge of Word, Excel, Power Point
• Fluent in English. French, Spanish or any other European language is a plus