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Retention Marketing Manager

Company: Lucchese Bootmaker
Location: Garland
Posted on: January 13, 2022

Job Description:

We're looking for a curious, analytical, and customer-centric marketer to lead our Retention strategy and execution. As the Retention Marketing Manager , you'll report directly to the Head of Marketing and work closely with leaders across the company in order to set and execute the Lucchese customer retention vision, strategy, and roadmap. We believe our customers are the most critical element of our business and you'll be tasked with finding ways to continually deliver value for them. This role is responsible for building out thoughtful and cohesive omni-channel customer journeys. You will work from ideation to execution on creating a best-in-class journey.

The ideal candidate will be comfortable thinking strategically as well as rolling up their sleeves and executing. This role will suit an individual who is analytical, detail oriented, organized, and a self-starter who works well cross-functionally and is an excellent communicator.


Responsible for the development and execution of strategies to increase customer retention, loyalty and lifetime value.
Develop a comprehensive retention strategy and own its implementation, execution, and ongoing performance measurement and improvement
Work to grow audience size for email and SMS, both digitally and in-store
Manage segmentation strategy and optimize based on testing and performance
Analyze customer data and generate actionable insights and retention strategy based on cohorts, customer segments and lifetime value.
Create and share consistent insight into customer behavior across cohorts based on time, items, seasons, sources and more
Leverage all Lucchese customer touchpoints including email, text messages, package inserts, retail stores, and other paid media to craft a seamless journey that maximizes our customers' experience and lifetime value
Design digital (and even some physical) customer experiences that reinforce Lucchese's brand positioning, provide value for customers, and increase customer loyalty
Build roadmaps for testing, measuring, iterating, and scaling high impact Retention initiatives that may include third party services & technology
Design, implement, and optimize a successful customer VIP program based on customer behavior with a multitude of touchpoints (website, text, email, digital ads, direct mail, etc.); establish a rigorous process that effectively measures and improves customer engagement and lifetime value via the VIP Program
Assist and inform new product development strategy, based on customer behavior, category trends, and customer sentiment
Perform extensive qualitative and quantitative analyses that share a deep understanding of our customer's lifecycle journey, purchase behavior, and preferences


3-5 years experience in retention, lifecycle, or email marketing in a direct-to-consumer and/or eCommerce environment, with at least three years focused on loyalty and retention.
Ability to own a Retention strategy from 'day 1,' with minimal guidance needed to perform all of the ownership tasks described above
Deeply analytical and comfortable using data to drive actionable strategy and tactics
Comfortable working with ESPs (preferably Klaviyo) to draft, deploy and report on email campaigns and build audiences and segments
Experience with Shopify ecosystem a plus
Proven ability to manage campaign lists to account for response rates and deliverability
Deeply analytical and comfortable using data to drive actionable strategy and tactics
Masterful ability to operate, lead, and manage projects efficiently and effectively across functions
Independent, results-driven work ethic

Texas-based Lucchese is a legendary bootmaker and iconic brand of the American West. Applying the same craftsmanship principles and techniques since 1883, Lucchese artisans use only the finest leathers, preeminent materials and a proprietary twisted cone last to construct boots of unrivaled quality, fit, comfort and style.

Keywords: Lucchese Bootmaker, Garland , Retention Marketing Manager, Executive , Garland, Texas

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