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Lifecycle Marketing Manager, Food52

Food52

Food52

Marketing & Communications
Posted on Thursday, June 13, 2024
Description

Food52 is a next-generation cooking and home company, named one of the World's Most Innovative Companies by Fast Company, with a monthly reach of more than 30 million people. The digital hub challenges the models of traditional media and retailers, combining content, commerce, and community around the belief that the kitchen is the heart of the home and that food is the center of a well-lived life. Food52 connects a global community of experts and amateurs, supporting them with inspirational, helpful content — recipes, videos, podcasts, cookbooks, and more — and outfitting them with products that make them happy. In addition to a curated Shop that features hundreds of makers, the Food52 family of brands includes the lighting and lifestyle goods company Schoolhouse and the heritage home brand Dansk.

About the Role

The Lifecycle Marketing Manager at Food52 will assume a crucial position within our Growth team, reporting directly to the Director of Growth with a dotted line to GM of Food52. This role will drive strategic initiatives aimed at enhancing customer engagement, retention, and revenue generation throughout the customer lifecycle. The Lifecycle Marketing Manager will leverage data-driven insights to develop and execute targeted marketing campaigns, optimize customer touchpoints, and foster meaningful relationships with our audience.They will work closely with the Paid Media team on audience segmentation, personalization, creative and test roadmaps.

Key Responsibilities

  • Lifecycle Strategy Development: Devise comprehensive lifecycle marketing strategies to attract, engage, and retain customers across various touchpoints, focused primarily on email, and secondarily on social media, and onsite messaging.
  • Segmentation & Personalization: Utilize customer data and segmentation techniques to tailor marketing communications and offers, ensuring relevance and resonance with different audience segments. Work in tandem with Paid Channels to rollout segmentation and personalization, running concurrent tests and sharing learnings.
  • Campaign Execution & Optimization: Oversee deployment calendar and the end-to-end execution of lifecycle marketing campaigns, from ideation and creative development to deployment and performance analysis. Continuously optimize campaign performance based on key metrics and insights.Work alongside Paid Channels to align calendar for a cohesive cross-channel narrative, briefing integrated campaigns together.
  • Customer Journey Mapping: Collaborate cross-functionally to map out the customer journey and identify opportunities for enhancing the user experience and driving conversion at each stage.
  • Performance Analysis & Reporting: Monitor and analyze the performance of lifecycle marketing initiatives, providing regular reports and insights to inform decision-making and strategy refinement.
  • Collaboration & Stakeholder Management: Work closely with internal teams, including Marketing, Product, and Data Analytics, to align lifecycle marketing efforts with broader business objectives and initiatives.
  • People Leadership: Oversee CRM team, steering team projects and team development.

Success Metrics

The success of this role revolves around having an expert understanding of what levers drive efficient customer acquisition and retention. As such, overarching priority metrics will include CAC, ROAS, LTV, revenue, as well as growth of customer cohorts (i.e., new, existing, etc. counts). Channel-level health metrics will also be essential, especially across Email/SMS.

Qualifications & Requirements

  • Bachelor's degree in Marketing, Business Administration, or related field; Master's degree preferred.
  • 3+ years of experience in lifecycle marketing, CRM, or digital marketing roles, preferably within the e-commerce or direct-to-consumer space.
  • Proven track record of developing and executing successful lifecycle marketing campaigns, driving measurable business impact.
  • Strong analytical skills, with the ability to derive actionable insights from data and translate them into effective marketing strategies.
  • Experience with marketing automation platforms, customer segmentation tools, and campaign performance analytics.
  • Excellent communication and interpersonal skills, with the ability to collaborate effectively across teams and influence stakeholders at all levels.
  • Detail-oriented with a passion for delivering exceptional customer experiences and driving results.

Compensation

This is a full-time exempt position. The salary range for this role is $110,000 - $120,000 annually, based on experience and qualifications.

EEO STATEMENT

Food52 is proud to be an equal opportunity workplace, providing equal employment and advancement opportunities to all team members. We evaluate candidates without regard to race, color, religion, age, sex, sexual orientation, gender identity, national origin, disability, veteran status, or other protected characteristics as required by law and as a matter of our company values.

WORKING AT FOOD52

We are committed to providing our team with a competitive benefits package. Some of our benefits for include:

  • Up to 97.5% funded health benefits (medical, dental, and vision)Unlimited paid time off
  • Monthly fitness reimbursement
  • Citibike (NYC) or BikeTown (PDX) company-sponsored annual membership
  • Generous employee discount across our brand portfolio
  • 401K
  • FSA / HSA