Manager, Lifecycle Marketing

THIS IS BLUE APRON
Chefs around the world wear blue aprons when learning to cook, and for us it has become a symbol of lifelong learning. Our highly motivated group of food enthusiasts are inspired to work on complex business problems with creativity and passion, always looking to learn something new. We take preparation seriously, embrace a spirit of excellence, and put in the extra effort in everything we do. We are thrilled to be part of our customers’ lives, cooking and creating experiences in their home kitchens.

WHO’S IN THE KITCHEN
Blue Apron is looking for an experienced Manager of Lifecycle Marketing to lead the development of programs that will increase retention, boost cross-selling / up-selling and friend referrals. The right candidate must have a track record of successfully defining and executing short-term and long-term customer retention roadmaps and have an entrepreneurial, customer-focused mindset that always seeks to improve the status quo. Partnering closely with our Growth, Product, Insights and Data teams, you will be responsible for understanding the needs of our customers to create communication programs that engage and delight them.

WHAT’S ON THE MENU

INSIGHTS

• Leverage existing customer insights and analytics to inform retention initiatives

• Analyze leading indicators of churn, cancellation reasons and customer reviews to identify retention trends to address

• Identify opportunities to increase LTV throughout the entire customer journey – inclusive of early tenure, upsell, cross sell, churn prevention, renewals and winback

• Work to refine and deepen our understanding of the Blue Apron customer segments, leveraging our rich behavioral data to craft personalized, relevant touchpoints for our customers

LIFECYCLE MARKETING STRATEGY & IMPLEMENTATION

• Partner with Sr. Director to develop, manage and enhance Blue Apron’s retention strategy, collaborating with growth marketing and product teams to develop friend referral program, retention/churn interventions and winback initiatives

• Develop onboarding and reactivation programs that drive long-term retention, combining data-driven insights with a fun and creative approach to communications.

TESTING & PERFORMANCE ANALYSIS

• Partner with growth and digital product teams, to develop a rigorous testing strategy (A/B and multivariate tests), 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

• Collect, monitor, and analyze metrics, working with analytics to develop dashboards, and reporting to relevant business stakeholders on business evolution

NECESSARY INGREDIENTS

• 5+ years of retention marketing experience with track record of identifying opportunities and developing programs to drive customer-focused retention from early tenure management, engagement, upsell and win-back

• Passion for delighting and advocating for customers and an intimate understanding of how and when to influence customer behavior

• Results-oriented with an exceptional track record of developing profitable retention marketing programs and meeting and exceeding performance & revenue goals

• 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

• Strong analytical and problem-solving skills; comfortable leveraging 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

• Experience working in, and understanding the dynamics of a subscription business is a plus

• Experience developing loyalty programs a plus
• Familiarity with Looker Google Analytics, and Amplitude

WHY WE LOVE THIS DISH

• Competitive compensation range: $100,000 – $130,000

• Annual Performance based Bonus

• Employee Discount Program

• Health, dental and vision benefits

• 401(k) with company match

• Generous Paid Time Off

• Excellent opportunities for advancement

Blue Apron provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, genetics, marital status or veteran status. In addition to federal law requirements, Blue Apron complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

Blue Apron