Director of Retention Marketing & CRM
Become Part of the VICI Team
VICI is a fashion destination for the modern woman, offering an on-trend assortment of women’s apparel, accessories, footwear, and handbags. Through weekly new arrivals, exclusive styles, influencer collaborations, and curated collections, we inspire our customers to express their personal style. Founded in 2012 as a small family-owned business, VICI has grown into a fashion brand with a strong online and social presence and an expanding retail footprint. From our Nashville retail store to the VICI Outlet in Fairfield, California, and our newest retail store in Walnut Creek, we continue to bring the VICI experience to more customers. At VICI, we value creativity, collaboration, and a shared commitment to delivering exceptional products and customer experiences as we continue to grow.
About The Role
As a Director of Retention Marketing & CRM, you will build the customer journey by leading the development and execution of retention marketing strategies, the CRM channel and managing a team that is responsible for VICI’s email, SMS, app & web push, and loyalty programs. This leader owns the end-to-end customer journey to deliver a cohesive online and app experience from onboarding new customers through repeat purchases, winback of lapsed customers, and loyalty program performance. This role will also be responsible for the strategy and vision to grow VICI's active customer file, subscriber conversion, and churn prevention tactics that increase purchase frequency and lifetime value across retention channels.
What You’ll Do
- Customer Growth & Retention: Own list growth, subscriber conversion, retention strategy and the active customer file end-to-end, including segmentation, across email, SMS, app & web push, and loyalty.
- Testing Roadmaps: Build and manage an ongoing A/B and multivariate testing roadmap across the customer lifecycle, winback, and loyalty programs, and translate results into go-forward strategy.
- Reactivation Campaigns: Build winback strategies and targeted reactivation campaigns to reduce lapsed customer files and to recover revenue.
- Email and SMS Campaigns: Lead end-to-end email and SMS campaign strategy, segmentation, execution, testing, deployment, analysis, and optimization across a high-volume send program with complex, multi-dimensional segmentation.
- Purchase Frequency: Increase c...
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