Senior Manager, Retention Marketing

About Free Fly:

Free Fly Apparel is a Charleston, SC-based performance clothing company specializing in unique bamboo material blends. Before launching in 2011, we spent over two years of research and development to come up with the softest performance fabrics imaginable. Our design philosophy is anchored in fun and adventure while superior design and craftsmanship remains our focus. Whether you’re on the water, exploring the mountains or hitting the gym, we’re confident this will quickly become your favorite shirt. Free Fly’s products are sold throughout 400+ specialty stores (domestic and international) and they are also available through our website at www.freeflyapparel.com.

Free Fly is seeking a highly innovative, data-driven, customer-focused senior marketing manager to drive its customer lifecycle and retention efforts. The person in this role will lead the charge to ensure that every Free Fly customer is properly nurtured throughout their lifecycle. Our ideal candidate is enthusiastic, motivating, influential, and has a passion for leveraging data insights into creative campaigns and programs that will add substantial value to the Free Fly customer experience. They will become the expert on our customer base and use tactics such as email, SMS, loyalty program, and package inserts to accomplish their objectives. They will be responsible for the measurement of those tactics and providing a feedback loop to internal stakeholders. They should also have experience collaborating cross-functionally. 

Job Tasks and Responsibilities

• Responsible for strategy and execution of retention programs (Email, SMS, Loyalty, Inserts)
• Responsible for weekly, monthly, quarterly channel performance reporting as well as tracking to key KPIs and forecasts
• Quantify the business impact of retention programs and continue to evaluate and refine program to maximize program effectiveness
• Identify trends in the data what can inform retention roadmap/longer term initiatives
• Develop customer forecasts, aligning goals with business priorities, but backed by actionable retention plans and initiatives
• Oversee the on-going campaign development, execution, and management of retention programs (i.e. loyalty, pro and corporate programs), executed across marketing channels and consumer touch points, to achieve customer and financial business goals
• Oversee and develop content strategy for retention programs in partnership with creative team
• Transform customer data into actionable insights, defining key KPIs, to track program effectiveness, customer migration and loyalty over time. Ensure data is interpreted and provided in an accurate, actionable, and consistent manner to internal teams
• Develop, manage, and scale lifecycle marketing – existing and new customer loyalty strategies to drive business goals, including but not limited to, customer retention, full price sales, promotions, etc.
• Develop playbooks for promotional versus non-promotional driven retention strategies and manage promo code strategy across all retention channels
• Partner closely with Customer Success team on VIP, loyalty, and ‘surprise and delight’ initiatives
• Ensure that campaign setup and execution support category strategy and goals, aligning with Growth Marketing team and cross-functional partners to make shifts to strategy to support
• Create and facilitate a formal process to report and update all key partners and senior leadership on all programs, initiatives, and customer KPIs
• Develop strong partnerships with cross-functional partners to support programs that will profitably grow the business, maximize customer retention, acquisition, and reactivation

Minimum Qualifications

• Bachelor’s Degree
• 5+ years of work experience in digital marketing
• Retention marketing experience in lifecycle programs, segmentation and automation strategy
• Retail/DTC organization experience is preferred
• Experience with Google Analytics is required
• Experience with Klaviyo, Attentive, CRM, and Loyalty software is preferred

Required Competencies

• Strong ability to assess competing priorities and multi-task
• Ability to quickly learn and navigate several internal processes, procedures, as well as data and content development processes
• Proven ability in synthesizing and interpreting data and customer insights into successful marketing strategies
• Enthusiastic, passionate, and creative; thrives on thinking outside of the box to create new best-in-class customer experiences
• Strong leadership skills, coupled with excellent interpersonal and relationship management skills
• Excellent verbal and written communication and presentation skills, plus ability to clearly articulate and express complex and sometimes technical ideas to a wide variety of people and groups at any level
• Strong strategy and analytics skills, with an advanced understanding of success metrics.



Free Fly is an equal opportunity employer. We are committed to creating a diverse and inclusive workplace for all employees.

Free Fly Apparel