ABOUT THE ROLE
Lead Fleur du Mal’s retention growth engine across email and SMS through advanced segmentation, lifecycle architecture, personalization, testing, and measurement. This is a quantitative role focused on building scalable systems that increase repeat rate, AOV, and LTV, while decreasing churn and protecting brand experience and deliverability.
KEY RESPONSIBILITIES
Lifecycle strategy + automation architecture
• Lead end-to-end lifecycle programs: welcome/activation, browse/cart/checkout abandon, post-purchase, cross-sell, replenishment, VIP, winback.
• Define customer-state logic (new/active/lapsing/lapsed/VIP) and trigger frameworks.
• Set channel governance: cadence, frequency caps, suppression logic, and contact strategy.
Advanced segmentation + personalization
• Build segmentation models: RFM, cohorts, category affinity, discount dependency, engagement, predicted LTV propensity.
• Deploy personalization: dynamic modules, product recommendations, send-time optimization, channel preference.
• Create segment playbooks and messaging strategy inputs for Creative/Merchandising partners.
Loyalty Program management:
• Operationalize loyalty across lifecycle: integrate loyalty status, and tier progression into segmentation, automation, and personalization (e.g., tier-triggered journeys, points-expiry flows, VIP concierge moments, winback offers tied to loyalty value).
• Measure and optimize loyalty performance: track incremental lift vs non-members (repeat rate, frequency, AOV, LTV, redemption rate, breakage, cost per retained customer), run A/B tests on benefits and messaging, and manage vendor/tool performance if applicable.
Analytics, experimentation + incrementality
• Own KPI framework and reporting: repeat purchase rate, retention rate, time-to-2nd purchase, incremental revenue, contribution margin impact, LTV lift.
• Build and run an experimentation roadmap (A/B, holdouts where feasible); operationalize learnings.
• Produce decision-grade insights (what changes, what scales, what stops).
Deliverability + list health + compliance
• Own deliverability strategy, list hygiene, complaint/unsubscribe management, and consent compliance (especially SMS/TCPA).
• Protect customer experience through fatigue management and preference strategy.
Data + systems rigor
• Partner with Data/Engineering to ensure event tracking and identity resolution are accurate.
• Own retention tech roadmap (ESP/SMS/CDP capabilities, audience sync, automation tooling).
Success metrics
• Repeat purchase rate, retention rate, churn reduction
• Automated lifecycle revenue + incremental lift (not just attributed)
• LTV and contribution margin lift
• Experiment velocity + measurable winners adopted
• Deliverability health, unsubscribe/complaint rates, list quality
QUALIFICATIONS
• 7+ years retention/lifecycle ownership with strong analytics depth
• Demonstrated advanced segmentation + automation design at scale
• Strong measurement discipline and comfort partnering with Data/Engineering
• Hands-on expertise in ESP/SMS platforms (Attentive and Klaviyo a plus) and CRM analytics
SALARY // $120,000+ BOE (based-on-experience)
NYC BASED // IN-OFFICE MON-FRI
HEALTH INSURANCE, 401K, FSA, EMPLOYEE DISCOUNT
To express your interest in the opportunity, you are encouraged to apply on LinkedIn and/or send a note to [email protected] sharing more about yourself and why you would be a fit for this opportunity. Thank you so much for your interest in Fleur! xx
