Gap Inc.
Senior Director, Retention Marketing
Gap Inc., San Francisco, California, United States, 94199
About the Role The Sr. Director of Retention Marketing is responsible for developing and executing marketing strategies and plans to increase customer engagement and spend for Banana Republic. Reporting to the Head of Marketing, you will manage retention strategy across Banana Republic’s owned digital consumer engagement channels (email, SMS, app, push) to engage and retain customers. As the Sr. Director, Retention Marketing, you will be charged with developing and executing integrated retention strategies structured to drive loyalty program enrollment and credit card sign-ups. In this role, you will work closely with the broader Banana Republic Marketing, Audience Intelligence, Direct Marketing, CRM/Personalization and Central Loyalty teams, ensuring a cohesive and data-driven approach to messaging across the customer lifecycle. What You'll Do
Architect holistic retention marketing strategies for Banana Republic that effectively engage and retain customers, driving customer health and long term valuePartner with the Audience Intelligence organization in defining and understanding existing and lapsed customer segments and their corresponding actions, infusing data-driven insights into retention strategies and tacticsOversee execution across Banana Republic’s owned digital consumer engagement channels (email, SMS, app, push) in partnership with the Direct Marketing team, targeting Banana Republic’s existing and lapsed customersDrive loyalty program enrollment and credit card sign-ups in collaboration with Social, Loyalty, and Affiliate teams and networksPartner with CRM/Personalization on Banana Republic’s testing strategy across owned touchpoints, focusing on personalization and optimization in service of retention strategiesCollaborate with the Banana Republic Brand Strategy & Marketing Organization in developing briefs for paid full funnel campaigns, optimizing the existing customer journey across paid and owned touchpointsAnalyze key performance metrics to measure the effectiveness of retention marketing initiatives, providing regular reports and insights to the leadership team and identifying opportunities for improvementPartner closely with commercial planning and promotional strategy teams – own consumer expression and execution of key brand promotions.Who You Are
10+ years marketing experience with 7+ years experience
in Retention Marketing5+ years of experience managing teams, with a proven track record of collaborative leadership, coalition building, and driving unity among disparate teamsExperience architecting and executing holistic retention strategies across the customer lifecycleExperience advancing loyalty and rewards programsExperience partnering with Marketing leadership to directly influence outcomes in a matrixed environmentExceptional communication and interpersonal skills, with the ability to collaborate and drive consensus across multiple teams and functionsChange agent and motivator, with the ability to build bottoms-up teams and approaches, and foster positive culture change at GapEntrepreneurial spirit with the ability to work through ambiguity, transform enterprise-wide ways of working, and infuse strategic thinking across levels
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Architect holistic retention marketing strategies for Banana Republic that effectively engage and retain customers, driving customer health and long term valuePartner with the Audience Intelligence organization in defining and understanding existing and lapsed customer segments and their corresponding actions, infusing data-driven insights into retention strategies and tacticsOversee execution across Banana Republic’s owned digital consumer engagement channels (email, SMS, app, push) in partnership with the Direct Marketing team, targeting Banana Republic’s existing and lapsed customersDrive loyalty program enrollment and credit card sign-ups in collaboration with Social, Loyalty, and Affiliate teams and networksPartner with CRM/Personalization on Banana Republic’s testing strategy across owned touchpoints, focusing on personalization and optimization in service of retention strategiesCollaborate with the Banana Republic Brand Strategy & Marketing Organization in developing briefs for paid full funnel campaigns, optimizing the existing customer journey across paid and owned touchpointsAnalyze key performance metrics to measure the effectiveness of retention marketing initiatives, providing regular reports and insights to the leadership team and identifying opportunities for improvementPartner closely with commercial planning and promotional strategy teams – own consumer expression and execution of key brand promotions.Who You Are
10+ years marketing experience with 7+ years experience
in Retention Marketing5+ years of experience managing teams, with a proven track record of collaborative leadership, coalition building, and driving unity among disparate teamsExperience architecting and executing holistic retention strategies across the customer lifecycleExperience advancing loyalty and rewards programsExperience partnering with Marketing leadership to directly influence outcomes in a matrixed environmentExceptional communication and interpersonal skills, with the ability to collaborate and drive consensus across multiple teams and functionsChange agent and motivator, with the ability to build bottoms-up teams and approaches, and foster positive culture change at GapEntrepreneurial spirit with the ability to work through ambiguity, transform enterprise-wide ways of working, and infuse strategic thinking across levels
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