Director, Owned Media – Email, SMS, Push, Direct Mail
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Job Description
Director of Owned Media for Torrid responsible for lifecycle marketing across email, SMS, push, and direct mail. Leading strategy and execution to enhance customer engagement and retention in retail.
Responsibilities:
- Develop and lead a comprehensive owned media strategy aligned to brand, merchandising, and revenue goals.
- Own the customer contact strategy and lifecycle roadmap across email, SMS, push, and direct mail.
- Establish channel-specific KPIs and performance benchmarks focused on customer acquisition, retention, reactivation, and LTV.
- Partner cross-functionally with Merchandising, Creative, Digital, CRM, Loyalty, Analytics, and Store Operations to align messaging to business priorities.
- Serve as the company’s subject matter expert in email marketing strategy and best practices.
- Lead the development of compelling, on-brand messaging that drives engagement and conversion while maintaining a strong customer-first perspective.
- Optimize subject lines, content strategy, personalization, frequency, and deliverability.
- Oversee campaign calendars and ensure cohesive storytelling across channels.
- Design and implement advanced segmentation frameworks leveraging behavioral, transactional, and demographic data.
- Develop targeted lifecycle programs (welcome, post-purchase, replenishment, win-back, loyalty, high-value customers, etc.).
- Drive personalization initiatives using dynamic content, predictive modeling, and customer insights.
- Lead testing strategies including A/B and multivariate testing to improve open rates, CTR, conversion, and revenue per send.
- Monitor channel performance and provide actionable insights to senior leadership.
- Optimize contact cadence to balance revenue goals with customer experience.
- Ensure compliance with data privacy and messaging regulations (CAN-SPAM, TCPA, GDPR as applicable).
- Build, mentor, and lead a high-performing owned media team.
- Oversee agency and technology partners to ensure strong execution and innovation.
- Manage budget allocation across channels to maximize ROI.
Requirements:
- 8–12+ years of progressive experience in lifecycle marketing, CRM or owned media within the retail industry (apparel or specialty retail preferred).
- Deep expertise in email marketing strategy and customer messaging.
- Proven success developing advanced segmentation and personalization strategies.
- Strong understanding of retail KPIs including AOV, conversion rate, retention, repeat rate, and customer lifetime value.
- Experience managing SMS, push notifications, and direct mail in addition to email.
- Demonstrated success driving measurable revenue growth through owned channels.
- Proficiency with ESPs and CRM platforms (e.g., Salesforce Marketing Cloud, Braze, Iterable, Klaviyo, etc.).
- Strong analytical mindset with ability to translate data into strategic action.
- Exceptional leadership, collaboration, and communication skills.
Benefits:
- Competitive compensation, 401k with company matching contribution, plus potential to earn company performance-based bonuses.
- Comprehensive wellness package including, medical, dental, vision, and Flexible Spending Account
- Generous 50% employee discount and access to employee-only sales.
- Support the causes you’re passionate about. We pay you up to 32 hours annually for volunteering your time in the community.
- Tuition reimbursement program
- Employee Assistance Program (EAP) - Aimed at helping employees address a variety of personal and family issues including legal financial consultations, mental health services and more.
- Discounts on cell phones, and computer purchases, entertainment tickets and more.
- Pet insurance for your fur babies.
- Work and learn alongside industry-leading executives while making huge strides in impacting the lives of women.
- Opportunity for upward mobility is available at all levels of the organization.
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