Gap Inc.
Associate Manager, Retention & Loyalty
Gap Inc., San Francisco, California, United States, 94199
About the Role In this role, you will be responsible for the day-to-day execution and optimization of marketing campaigns across email, SMS, and app (push & in-app messaging) ensuring each customer has an engaging and cohesive experience that drives business performance. You will liaise with internal partners (Brand Marketing, Commercial Planning, Loyalty, etc) and external vendors managing calendars, segmentation, personalization and channel strategy.
The unique value the retention marketing team brings is a deep understanding of personalization and segmentation strategy, a holistic view of market and customer experience, and analytical prowess to make messaging recommendations, drive strategy, and highlight channel innovation needs. What You'll Do
Support the development of marketing acquisition and retention strategies across email, SMS, and app (push and in-app messaging) to achieve brand objectives and goals.
Use personalization and segmentation strategies to increase customer retention, frequency, and overall customer lifetime value.
Maintain the SMS and app marketing calendars to ensure customers receive a cohesive and meaningful experience across owned channels; partner with cross-functional teams to ensure seamless execution from brief to deployment.
Develop creative briefs for loyalty marketing assets across multiple platforms and channels; collaborate with creative to ensure loyalty content is coming to life in a way that will resonate with customers.
Support commercial plan execution of credit card and loyalty offers, ensuring a seamless omni-channel customer experience.
Help design and optimize loyalty triggers/journeys to enhance the lifecycle framework across owned channels.
Develop and support implementation of a test and learn agenda for continuous improvement and optimization across channels.
Work closely with the eCommerce and Product Management teams to implement new functionalities in owned channels.
Analyze channel and campaign performance weekly, quarterly, and annually, providing hindsight analyses and recommendations to inform and optimize future marketing and testing strategies.
Understand direction from central loyalty and marketing effectiveness teams on annual and seasonal targets, monitoring performance weekly.
Who You Are
Ability to assess relatively complex situations and analyze data to make judgments and recommend solutions.
Strong written communication skills; presentation skills and problem solving skills with ability to build strong cross functional partnerships and influence change.
Financial acumen and analytical curiosity--comfortable with numbers and conducting hindsight analysis; strong Excel skills; experience in Adobe Analytics (Omniture) is a plus.
Flexible and able to adapt solutions to evolving business trends, customer needs, and leadership styles.
Strong time management skills--able to handle a high volume of simultaneous responsibilities.
Results-oriented with timeliness, attention to detail, and accuracy being critical.
Familiarity with CRM marketing tools and technology preferred (e.g. Salesforce Marketing Cloud, Braze, Movable Ink).
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The unique value the retention marketing team brings is a deep understanding of personalization and segmentation strategy, a holistic view of market and customer experience, and analytical prowess to make messaging recommendations, drive strategy, and highlight channel innovation needs. What You'll Do
Support the development of marketing acquisition and retention strategies across email, SMS, and app (push and in-app messaging) to achieve brand objectives and goals.
Use personalization and segmentation strategies to increase customer retention, frequency, and overall customer lifetime value.
Maintain the SMS and app marketing calendars to ensure customers receive a cohesive and meaningful experience across owned channels; partner with cross-functional teams to ensure seamless execution from brief to deployment.
Develop creative briefs for loyalty marketing assets across multiple platforms and channels; collaborate with creative to ensure loyalty content is coming to life in a way that will resonate with customers.
Support commercial plan execution of credit card and loyalty offers, ensuring a seamless omni-channel customer experience.
Help design and optimize loyalty triggers/journeys to enhance the lifecycle framework across owned channels.
Develop and support implementation of a test and learn agenda for continuous improvement and optimization across channels.
Work closely with the eCommerce and Product Management teams to implement new functionalities in owned channels.
Analyze channel and campaign performance weekly, quarterly, and annually, providing hindsight analyses and recommendations to inform and optimize future marketing and testing strategies.
Understand direction from central loyalty and marketing effectiveness teams on annual and seasonal targets, monitoring performance weekly.
Who You Are
Ability to assess relatively complex situations and analyze data to make judgments and recommend solutions.
Strong written communication skills; presentation skills and problem solving skills with ability to build strong cross functional partnerships and influence change.
Financial acumen and analytical curiosity--comfortable with numbers and conducting hindsight analysis; strong Excel skills; experience in Adobe Analytics (Omniture) is a plus.
Flexible and able to adapt solutions to evolving business trends, customer needs, and leadership styles.
Strong time management skills--able to handle a high volume of simultaneous responsibilities.
Results-oriented with timeliness, attention to detail, and accuracy being critical.
Familiarity with CRM marketing tools and technology preferred (e.g. Salesforce Marketing Cloud, Braze, Movable Ink).
#J-18808-Ljbffr