Manager, Lifecycle Marketing

We are looking for a Manager of Customer Re-Engagement & Win-back to own the strategy, execution, and optimization of customer win-back tactics. This role will focus on re-engaging lapsed and inactive customers through targeted campaigns, testing, and data-driven optimization.

In this role you’ll partner closely with Marketing Technology & Automation, Analytics, Data, Technology and Brand & Creative teams to identify opportunities, develop campaigns, and measure results. You will own end-to-end development, from ideation and concept to audience strategy and campaign development through execution, reporting and optimization.

Detailed Responsibilities

• Own campaign management and end-to-end execution for all re-engagement and win-back campaigns, from strategy and audience development through launch, measurement, and optimization.
• Develop campaign briefs, timelines, requirements, and execution plans in partnership with cross-functional stakeholders.
• Coordinate with Creative, Marketing Technology & Automation, Analytics, and other partners to ensure campaigns are delivered accurately and on time.
• Manage campaign setup, audience selection, content, offers, testing, QA, deployment, and post-campaign analysis.
• Partner with Marketing Technology & Automation to leverage CDP capabilities to uncover customer insights, build and refine audience segments, and enable targeted, automated winback campaigns.
• Proactively identify and resolve campaign dependencies, execution issues, and operational challenges in partnership with Marketing Technology & Operations.

• Develop and execute a test-and-learn roadmap focused on improving customer re-engagement and winback performance.
• Test and optimize messaging, offers, creative, timing, frequency, segmentation, channels, and customer journeys.
• Optimize channel performance across owned channels, including email, push, and SMS, as well as paid channels, including paid media and direct mail.
• Evaluate channel mix, timing, frequency, targeting, and spend to drive performance.
• Use channel-level performance and customer insights to inform investment and prioritization across segments and tactics.
• Partner closely with Technology to identify and remove friction across the onsite/digital experience specific to reactivation.
• Create tailored experiences for re-engaged customers based on lifecycle stage, prior purchase behavior, channel source, product/category affinity, and propensity to reactivate.
• Explore opportunities to leverage AI, real-time decisioning, personalization, and automation to dynamically tailor the digital experience for returning customers.
• Use campaign and customer-level insights to continuously refine targeting and engagement strategies.
• Translate test results into actionable recommendations and incorporate learnings into future campaigns.

• Own the measurement and performance reporting for customer winback campaigns.
• Synthesize campaign results and share noteworthy findings, trends, and actionable insights with stakeholders.
• Monitor key performance indicators including reactivation rates, email engagement, etc.
• Develop regular reporting and performance reviews (Weekly team meeting; QBRs) to communicate progress against goals and identify opportunities for improvement.

• Collaborate with Marketing Technology & Automation to ensure audiences, journeys, automation, and campaign capabilities support winback objectives.
• Work with Data and Analytics partners to improve customer insights, segmentation, measurement, and attribution.
• Partner with Creative and Brand teams to develop compelling, relevant messaging and experiences for returning customers.
• Partner with Technology to develop a best-in-class digital experience.
• Partner with Paid Media to monitor Meta campaign performance and identify opportunities to improve efficiency.

This position requires 0% travel 

Qualifications

The requirements listed below are representative of the knowledge, skill, and/or ability needed for this role. Reasonable accommodations may be made to enable individuals with disabilities.

• Completion of a four-year degree program in a related field
• 5-7 years of experience creating and implementing data-driven lifecycle marketing campaigns and experiences using iterative A/B test designs
• Experience with handling complex metrics, building campaign reporting, and analyzing campaign performance
• Ability to operate independently and efficiently with effective strategic thinking, problem-solving, and analytical skills
• Ability to comfortably present ideas and results to leadership. Excellent leadership, interpersonal, and written/verbal communication skills
• Experience with enterprise level ESPs (i.e. Salesforce MC/ExactTarget) and/or other marketing automation software
• Ability to work with many cross-functional stakeholders at different levels

We are humble team players.
We are warm and gracious with team members and customers. We seek feedback to improve ourselves - and respectfully listen to and accept input.

We are pragmatic next-level thinkers.
We come up with novel and unique ideas. We explore new strategies to avoid being constrained by conventional thinking.

We take ownership.
We approach ambiguous problems, prepared to dive in, get curious, and learn more. We are results-driven, always challenging ourselves to exceed goals.

We all show up authentically at Home Chef. Our team includes individuals with a variety of identities, backgrounds, and perspectives. You can trust that you’ll be able to bring your whole self to an inclusive and enjoyable workplace.

We welcome people of all races, colors, religions, national origin or ancestry, sex (including sexual identity), age, physical or mental disabilities, pregnancy, veteran or military status, unfavorable discharge from military service, genetic information, sexual orientation, marital status, order of protection status, citizenship status, arrest record or expunged/sealed convictions, or any other legally recognized protected basis under federal, state, or local law.

Home Chef is committed to the full inclusion of all qualified individuals. As part of this commitment, Home Chef will ensure that persons with disabilities are provided reasonable accommodations. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, or to receive other benefits and privileges of employment, please contact our People team at hr@homechef.com.