director, lifecycle marketing
Company Overview
Here at Equelle (www.equelle.com), we’re on a mission to change the conversation about how women 40+ should thrive. Every woman’s estrogen levels naturally decline with age, leading to the different stages of menopause, yet society still often treats this natural lifestage as a taboo medical condition. At Equelle, we believe women deserve open and honest conversation, high-quality education, and effective products to tackle the symptoms that come with estrogen decline. Equelle’s novel, plant-based ingredient, S-equol, is an innovative approach to estrogen decline symptom relief. S-equol has been scientifically studied for over 20 years, has been validated in three clinical trials and can provide relief to a range of symptoms like hot flashes, sleep, mood swings and more. Equelle is part of the Women’s Health portfolio within Pharmavite, which also include Uqora (www.uqora.com) and Bonafide Health (www.hellobonafide.com).
Role Overview
We are seeking a highly motivated and experienced Director of Customer Lifecycle Marketing to champion the leading the vision, ownership and implementation of our customer lifecycle strategy, which includes prospecting, customer retention, and customer success to help customers maximize their success, and as a result, further improve repeat sales and loyalty. Equelle is an eCommerce subscription business with more than 10,000 active customer subscribers with more than 90% of our sales from repeat buyers, and therefore strong customer lifecycle management is vital to our continued success. While science and product are at the core of what we do, providing a satisfying, thoughtful and seamless customer experience is at the core of who we are. We value each and every customer and seek to retain them for as long as they need the Equelle product to feel their best.
The key metrics this role will be responsible for tracking and improving include: reducing customer churn, increasing engagement and satisfaction with Equelle, increasing the average order value with the adoption of new products and services, and improving lifetime customer value.
The right candidate must have a track record of successfully defining and executing short-and long-term customer retention and lifecycle marketing roadmaps and have an entrepreneurial, customer-focused mindset that always seeks to improve the status quo. Finally, as with any start-up, we need a leader and a do-er; someone who can develop a strategy and delegate appropriately but also get in the weeds and execute programs, no matter how tactical.
Key Responsibilities
Customer Retention and Loyalty
Oversee, refine and manage the end-to-end promotional strategy for retained customer cohorts, and oversee all current email marketing programs and mailing inserts initiatives to drive profitable sales and near-term incremental revenue while influencing longer term customer behavior
Oversee and perform customer segmentation analytics (behavioral, attitudinal, demographic) and formulate a segmentation strategy within current customer base, in line with new customer segmentation output, and implement productive tactics to grow revenue and AOV through retention, cross-sell (future innovation) and win-back initiatives
Undertake a thorough customer journey mapping initiative and work with Product Management, and Customer Experience teams to identify, understand and optimize key customer segments and layer on lifecycle marketing opportunities, leveraging UX journey mapping, LTV analysis, product innovation, and experimentation with emerging technologies to improve customer lifetime value
Closely monitor promo calendar, email and other campaign performance and implement plan modifications to optimize performance and quickly address shortfalls when they occur
Manage all retention marketing vendors, and as needed, onboard new third-party partnerships to enhance the end-to-end email marketing process across triggered, transactional, and ad-hoc campaigns
Develop programs to reward and retain our highest-value and most loyal customers
Ensure compliance with internal guidelines and best practices including CAN-SPAM and help team manage resolution of issues as they arise
Customer Success
Oversee the vision, strategies and customer success efforts are executed against that vision with high degree of empathy and care to support our customer needs.
Build processes that support scaling customer support in an efficient manner while delivering high quality and differentiated customer care
Team Leadership
Lead and mentor a high performance team of marketing and customer success associates fostering a culture of creativity, collaboration, and continuous improvement.
Foster key cross functional relationships across the organization where you champion the “voice of the customer” and their needs to keep the customer needs at the “center of what we do”
Qualifications
Bachelor’s Degree; Master’s degree a plus
10 years of retention marketing experience across areas including email, CRM, loyalty/rewards, SMS< newsletters, customer segmentation, and promotions in a B2C environment.
Strong leadership skills with a minimum of 3 years leading teams and developing talent
Experience working in and understanding the dynamics of DTC technologies is a must
Expert knowledge of email marketing/CRM, SMS and reporting tools
Experience in working on brands in which customer service is at the core of customer retention and familiarity with the CS techstak such as Gorgias
Results-oriented with an exceptional track record of developing profitable retention marketing programs and meeting and exceeding performance and revenue targets
Understand how best to optimize for mobile and desktop experiences (desktop, mobile responsive and in-app marketing) and have experience creating app campaigns for Apple and Android devices
Highly motivated with an entrepreneurial spirit and ability to work independently, while also able to build strong internal relationships and build consensus on critical initiatives
Strong analytical and problem-solving skills; comfortable leveraging large amounts of data to drive decisions and a passion for continuous testing and optimizations
Ability to operate in a fast-paced environment, managing multiple projects simultaneously and prioritizing time and resources based on business impact
Passion for delighting and advocating for customers and an intimate understanding of how and when to influence customer behavior
Strong interest in women's health and a belief in Equelle's mission.
Location and Work Model
Our team is operating in a hybrid work model and this role will have the flexibility to work remotely part of the time and in our physical office in La Jolla two days a week (Wed-Thurs). There is a strong preference for a San Diego based candidate willing to meet this hybrid requirement. Exceptional candidates may be considered for fully remote positions; PST working hours and travel to San Diego, CA will be required.
Compensation and Benefits
We are committed to meeting the needs of our employees and their families with a Total Rewards package that's as comprehensive as the vitamins and supplements we deliver to consumers. With competitive compensation programs and standout benefits, we provide employees with optimal health and well-being -- as well as peace of mind. These rewards -- plus our new recognition program -- ensure employees feel supported both at work and home. This package includes:
Annual Salary: $143,800- $180,000
(This represents the minimum and maximum base salary range for this role, plus annual incentive. Various elements are used to determine a candidate’s starting salary such as job experience, specific skills, and comparison to internal incumbents currently in the role. This information is provided to applicants in accordance with state and local laws.)
Annual performance bonus
Flexible PTO policy
11 paid holidays per year
Medical, Dental, Vision benefits with generous employer contribution
Health and Dependent Care HSA/FSA
401K with employer match
Pet Insurance
Wellness discounts, programs, and free vitamins and supplements from Equelle, Uqora, and Nature Made
Parental Leave Policy for employees with 1 year+ of service
New Hire office stipend
Training and Development opportunities
Inclusivity at Equelle and Uqora
Diversity and inclusion are a priority for us. At Equelle, we’re committed to making our employees and community members feel seen, heard, and valued - while honoring what makes us different. We promise to remain focused on this journey of growth so we can become better advocates for our community, and we’d love for you to join us on that mission!
Disclaimer
The above information on this description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications of employees assigned to this job.