Director – Lifecycle, CRM, & Retention

About ByHeart

ByHeart is a fully integrated baby nutrition company dedicated to empowering parents with choice: we want all parents to feel amazing about feeding.

We build each product from the ground up: a team of pediatricians, breast milk researchers and nutrition experts at the forefront of immune, cognitive, digestive and microbiome health inform our next-to-nature approach. We hand-pick the most wholesome ingredients from partners and farms that we consider family. We take pride in what we put in and in what we keep out of each recipe. ByHeart is only the 5th FDA-registered infant formula manufacturer in the US, and the only new infant formula brand to complete its own clinical trial in over 15 years. Our formula is blended in proprietary small batch process in our owned facility in Reading, PA with rigorous quality and safety controls. Parents deserve farm-to-formula accountability. Innovation isn’t easy, but we believe in a better feeding future.

With over $190M in pre-market funding, we take our investors and board members as seriously as we take our formula: they come from a vast landscape of expertise, ranging from life sciences development to consumer media and direct to consumer disruption, and more. We launched our Whole Nutrition Infant Formula in March 2022, and are advancing a pipeline of mom and baby nutrition products & markets to follow.

About Our Culture

A committed team is (and always has been) the fuel that propels ByHeart forward. ByHeart is comprised of world-class doctors, seasoned formula experts, dedicated blendmasters, and passionate parents. Above all, we are people who believe in no-compromise nutrition, farm to formula accountability, parent partnership and net positive impact for babies (and their parents!), meaning all families (including those of our own ByHeart team) have the very best health choices – whenever and wherever they need them.

At ByHeart, we say people are our number one priority, but we want our actions to speak louder than our words: we offer a fully comprehensive benefits package to every employee on the team, plus flexibility to achieve personal work-life balance. Join us to empower parents with the very best nutrition choices for baby – from (even before) day one.

Role Description

Reports To: Victor Castro, General Manager – E-Commerce

Location: New York City, HQ

Start Date: ASAP

As we aspire to build a best-in-class customer lifecycle marketing program, ByHeart is looking for an experienced, strategic and operational leader who will be responsible for leading the vision, ownership, and implementation of our customer lifecycle marketing, customer retention, and loyalty and community strategy.

As a key partner to the Sr. Director of Customer Acquisition, VP of Brand, and Director of Parent Experience, this person will oversee all our multi-channel retention marketing programs across email, push, SMS, direct mail, and inserts with the goal of maximizing customer lifetime value and driving loyalty and brand affinity while increasing NPS and CES scores. The key metrics this role will be responsible for tracking and improving include: building and improving the health of our prospect lists, increasing conversion rate from prospects to customers, improving product refill rates, reducing customer churn, and increasing engagement with our brand and communities while building a fanatical customer base.

The right candidate must have a track record of successfully defining and executing short-and long-term customer retention and lifecycle marketing roadmaps and have an entrepreneurial, customer-focused mindset that always seeks to improve the status quo. Finally, as with any start-up, we need a leader and a do-er; someone who can develop a strategy and delegate appropriately but also get in the weeds and execute programs, no matter how tactical.

This leader should be passionate about leading, mentoring, inspiring and collaborating with a team. ByHeart is building a culture where agility, humility, courage, energy, passion, enthusiasm, collaboration, integrity, and an unwavering commitment to succeed and win as a team is without compromise.

Role Responsibilities

• Oversee, refine and manage the end-to-end engagement and promotional strategy for retained customer cohorts
• Lead all current owned marketing programs and initiatives to drive profitable sales and near-term incremental revenue while influencing longer term customer behavior
• Oversee and perform customer segmentation analytics (behavioral, attitudinal, demographic) and formulate a segmentation strategy within current customer base, in line with new customer segmentation output, and implement productive tactics to grow revenue and AOV through retention, cross-sell and win-back initiatives
• Own and lead the management of email, SMS, and overall contact lists – focusing on list health, growth, and engagement – while supporting acquisition and retention targets
• Undertake a thorough customer journey mapping initiative and work with Product Management, Brand Marketing, and Parent Experience teams to identify, understand and optimize key customer segments and layer on lifecycle marketing opportunities, leveraging UX journey mapping, LTV analysis, product innovation, and experimentation with emerging technologies to improve customer lifetime value
• Direct and monitor promo, email, sms, and campaign calendars; and implement plan modifications to optimize performance and quickly address shortfalls when they occur
• Partner and provide strong guidance to Product Management and Content teams to define targeted content and campaigns that increase customer engagement and purchase frequency
• Manage all retention marketing vendors, and as needed, onboard new third-party partnerships to enhance the end-to-end CRM marketing process across triggered, transactional, and ad-hoc campaigns
• Own, manage and enhance the ByHeart’s loyalty program strategy, and collaborate with growth marketing team to support referral program, to reward and retain our highest-value and most loyal customers, focused on participation and upward migration
• Ensure compliance with internal guidelines and best practices including CAN-SPAM and CCPA and similar, and help team manage resolution of issues as they arise
• Define and own goals, objectives, KPIs, and monthly budget and revenue forecasts, plus monitor & meet targets on monthly, quarterly and annual basis.
• Develop robust measurement strategies – both at the campaign level – and at the customer segment level, to measure short-term and long-term impact of Retention and CRM strategies
• Lead a rigorous testing strategy (A/B and multivariate tests) alongside the growth and digital product team to continually optimize all areas of the program, including identifying opportunities to better understand our customer segments and their lifecycle and behaviors through owned channels
• Support and collaborate on post-campaign testing/analysis, and iterate to maximize revenue contribution

Skills & Qualifications

• 5+ years of retention marketing experience across areas including email, CRM, loyalty/rewards, SMS, push, direct mail, customer segmentation, and promotions in a B2C environment
• Experience working in, and understanding the dynamics of consumer E-Commerce technologies a plus
• Expert knowledge of email / SMS / CRM marketing and reporting tools
• Results-oriented with an exceptional track record of developing profitable retention marketing programs and meeting and exceeding performance & revenue goals
• Strong leadership skills and a proven ability to manage high-performing teams and vendor relationships
• Highly motivated with an entrepreneurial spirit and ability to work independently, while also able to build strong internal relationships and build consensus on critical initiatives
• Excellent leadership skills and organizational savvy with a bias towards a high-collaboration, team-oriented, matrixed environment with proven success partnering with digital product, customer acquisition, brand and product marketing, creative, regulatory, commercial, and innovation teams
• Strong analytical and problem-solving skills; comfortable leveraging large amounts of data to drive decisions and a passion for continuous testing and optimizations
• Ability to operate in a fast-paced environment, managing multiple projects simultaneously and prioritizing time and resources based on business impact
• Passion for delighting and advocating for customers and an intimate understanding of how and when to influence customer behavior
• Bachelor’s Degree required in Business Administration, Marketing, or related field. MBA preferred.

The minimum annual salary for this position is $150,000 and the maximum is $165,000. The salary range for performing this role outside of New York City will differ. Additionally, you will be eligible to participate in our company’s equity program, plus our robust medical, dental, vision, retirement, and other benefits

ByHeart