Sr. Marketing Manager, Lifecycle & Retention

Willow is looking for a Sr. Marketing Manager, Lifecycle & Retention who is data-driven, and

customer-obsessed to focus on email, SMS, and in-app marketing to unify the consumer journey and messaging across Willow’s digital touch points. You’ll be partnering with Marketing, App Product Management, Data Engineering,and Site Development teams to build a program that increases customer lifetime value and enhances customer experience, aimed at both prospects and existing customers. This is an exciting opportunity to build out a cross channel

marketing program that requires experience building end-to-end consumer experiences. The ideal candidate strives to ensure we deliver the right message, to the right audience, at the right time, and in the right channel, while keeping performance in mind. This role will report to Sr. Director, Growth and Performance Marketing, work closely with the broader Commercial team, and will manage agency support.

Roles and Responsibilities | What you will do

• Drive lifecycle communications strategy and messaging to engage prospects and the Willow mom across touchpoints, deepening brand awareness, consideration, conversion, and ultimately driving LTV
• Drive tangible business results in the form of traffic, revenue, and LTV across lifecycle touchpoints for our Direct to Consumer and channel business
• Identify customer pain points and brand differentiators, ideate solutions to improve user experience, and generate ongoing user-driven insights to inform campaign strategy and optimization
• Develop robust campaigns and automations through audience segmentation, journey building, content calendaring.
• Design iterative experimentation plans to continuously optimize and improve campaign effectiveness
• Partner with brand and content teams to ensure alignment on lifecycle strategy and the evolving marketing calendar
• Act as a bridge between the technical, marketing and customer service teams to ensure the lifecycle marketing campaigns are practical and meet the needs of the business as it grows and changes
• Develop high-level briefs for agency partner and provide clear, concise, and timely feedback to meet execution expectations.
• Review email designs and copy from agency partner and leverage brand voice and brand guideline knowledge in feedback
• Define what full-spectrum success looks like with real data, taking into account user experience, KPIs, and how to measure progress holistically post-delivery and for ongoing performance optimizations to deliver LTV
• Evaluate SMS program and maximize the full investment of our customer engagement platform, Braze

About you | Who you are:

• An entrepreneurial self starter who thrives in environments where you get to wear a lot of different hats
• Deeply rooted in Customer Engagement Platforms, CRMs or EMSs, specifically Braze.
• Love building projects from the ground up and seeing them through to execution. 
• Confident in leading and directing resources to meet deadlines and deliverables  
• A player-coach mindset with a thirst for balancing vision/strategy with the desire to roll up your sleeves
• Excellent communicator and extremely proactive. 
• Enthusiastic to learn, and a natural problem solver who works well in a team-oriented, collaborative, fast-paced environment
• Deeply passionate for what we do at Willow - bringing joy to motherhood. 

Experience | What you bring:

• 7+ years owning a lifecycle and/or email marketing calendar from conception to execution at a high growth eCommerce company and / or digital-first, direct-to consumer bran
• Deep knowledge of the email landscape and best practices (deliverability, privacy laws) and growth marketing concepts (attribution, incrementality)
• Experience working with a Customer Engagement Platform, ideally Braze, and delivering triggered campaigns and messages
• Experience with SMS strategy execution, experience with Attentive a plus
• Exceptional project management and organizational skills, with the ability to manage multiple projects simultaneously
• Excellent analytical and data-driven decision-making skills
• Proficient in GA4 and data visualization
• Experience with testing methodology and driving results through analytics
• Deep understanding of user segmentation, customer journeys, and lifetime value
• Deep knowledge of the email landscape and best practices (deliverability, privacy laws) and growth marketing concepts (attribution, incrementality)

Additional Information
Willow takes a market-based approach to pay, and pay may vary depending on the successful candidate’s location, job-related skills, experience, and qualifications. We regularly review and update our pay ranges and therefore, these ranges may be modified in the future.

Bay Area, Seattle Area : $115,000 - $185,000
All Other US Locations : $96,000 - $154,000

Benefits
We offer our full-time employees comprehensive health benefits (medical, dental & vision plans, and other health and wellness plans), 401k plan, flexible time off, stock options, extended parental leave, as well as an annual performance bonus program (based on individual performance and company performance). Take a look at our Careers site to learn more about our benefits.