Director of Retention

Backcountry is looking for a Director of Retention to build and deliver data-driven retention initiatives, reinvent our loyalty program, and enhance the overall customer experience through personalized marketing efforts in order to drive repeat purchase, customer loyalty and long-term value.  Our Director requires a special fit, someone that is tactical, scrappy, and embraces a small team environment; we are not a startup, but we operate with that creative and curious mindset. We want you to own Retention, be the in-house expert, and push the team to drive innovation and excellence. 

This role is challenging – above and beyond the day-to-day responsibilities, you’ll have a big role within a fast-paced team.  

What you get to do every day: 

Retention Strategy Development

• Create and implement a comprehensive retention marketing strategy tailored to eCommerce customers.
• Use customer segmentation and behavior data to develop strategies that increase repeat purchase rates and reduce churn.
• Align retention goals with broader business objectives, such as revenue growth and customer lifetime value (CLV).

Lifecycle Marketing

• Design and execute lifecycle marketing campaigns (email, SMS, push notifications, and on-site) to engage customers at key stages (e.g., onboarding, post-purchase, reactivation).
• Develop personalized customer journeys using insights from shopping behavior and purchase history.

Loyalty Program Management

• Build or enhance loyalty programs to incentivize repeat purchases and foster brand advocacy.
• Track and optimize loyalty program performance, ensuring measurable impact on repeat purchase frequency and average order value (AOV).
• Collaborate with Product and UX teams to create seamless loyalty experiences on the eCommerce platform.

Data Analysis and Reporting

• Leverage eCommerce and customer analytics tools to track key metrics like purchase frequency, churn rates, CLV, and campaign ROI.
• Conduct A/B tests to optimize email, SMS, and on-site retention campaigns.
• Provide regular performance reports and actionable insights to leadership.

Customer Insights and Personalization

• Use data to deeply understand customer preferences, behaviors, and pain points.
• Implement advanced personalization strategies across all marketing channels to improve engagement and conversions.
• Stay ahead of eCommerce trends, tools, and technologies to continuously enhance customer experience.

Collaboration and Leadership

• Work closely with eCommerce, Product, and Customer Support teams to ensure a cohesive and customer-centric approach.
• Build, mentor, and manage a team of retention marketers and analysts
• Partner with eCommerce and Paid Marketing teams to align retention efforts with acquisition campaigns and product launches.

Success Metrics:

• Increased repeat purchase rate and average order value (AOV).
• Higher customer lifetime value (CLV).
• Growth in active loyalty program members and engagement.
• Improved customer retention rates and reduced churn.
• ROI from lifecycle marketing campaigns and loyalty initiatives.

 What you bring to the role: 

• Bachelor’s degree in Marketing, Business, or a related field
• 7+ years of experience in eCommerce retention marketing, with a strong track record of success in customer lifecycle management and loyalty program optimization.
• Proficiency in eCommerce platforms and marketing automation tools
• Strong knowledge of CRM systems and customer data platforms
• Expertise in data analysis and reporting tools
• Previous DTC eCommerce experience, preferably in a startup or emerging brand environment. 
• Experience with A/B testing, segmentation strategies, and churn prevention.
• Results Driven with a passion for making change and improvements. 
• Data Driven and can translate data into action. 
• Strong UX/UI understanding with customer experience at the forefront. 
• Strong marketing sensibility and the ability to balance commerce with content. 
• Strong technical and operational skills. 
• Strong communication skills, with the ability to communicate to a varied audience both strategy and detailed business requirements. 
• Proven track record of driving growth and operational improvements.