Director of Retention Marketing – LATAM
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Job Description
Director of Retention Marketing at Shinesty, driving customer engagement and retention strategies. Grow customer lifetime value through innovative marketing initiatives across LATAM.
Responsibilities:
- Build and execute clear retention, subscription, and lifecycle strategy frameworks across the customer journey
- Identify the biggest retention and subscriber value levers (offers, UX friction, packaging, merchandising, onboarding, touch points, education, etc.) for different cohorts, customer archetypes, and product entry points
- Align cross functional teams on priorities and tradeoffs across merchandising, product, acquisition, creative, CX and more
- Lead customer facing retention channels (Email, SMS, Loyalty, Direct Mail, Recurring Subscriptions, etc.) by optimizing existing efforts and implementing new strategies and tactics that grow engagement and ultimately lifetime value.
- Create and maintain segmentation frameworks and automations that scale and deliver incremental value
- Build, maintain, and execute on a retention marketing calendar
- Manage and optimize deliverability, creative best practices, frequency and personalization for owned CRM channels
- Own subscription onboarding, engagement, the digital products themselves (customer portal + recurring subscription tool), dunning/payment recovery, subscriber up/cross-sells, etc.
- Understand the drivers of subscription churn, and build strategies over time that decrease it
- Partner with merchandising and product to ensure subscription benefits and value propositions are irresistible
- Collaborate with other function owners that inherently impact customer LTV and retention potential (website/ecommerce, acquisition, creative, merchandising, product etc.)
- Understand and cater to our various customer archetypes and product category shoppers through in depth understanding of the various channels and product journeys
- Regularly champion and develop new channels and tactics
- Directly manage leaders of the CRM and Customer Service functions, and the teams that report up to them
- Nurture customer relationships by setting a vision and empowering the customer service team to provide standout support
Requirements:
- 5-10 years of direct experience in lifecycle, CRM channel management, and/or retention marketing.
- Direct experience growing a digitally native brand and customer base
- Experience managing a recurring subscription program, including deep experience with dunning, payment recovery, and product journey strategies
- Deep analytical skills, including direct experience with dashboarding, hands-on report building through a BI tool, and ad-hoc analyses…all of which help us identify issues and opportunities faster, and act on them. You don’t need a data scientist or dedicated analyst to get smart learnings.
- A robust understanding and appreciation of creative factors that impact business results. On brand creative for Shinesty seeks to entertain, engage, convert, and keep customers coming back for more
Benefits:
- **Unlimited PTO:** We trust you to manage your results and your recharge time—whether that’s a week in the mountains or a Tuesday afternoon off.
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