Leap Director, Lifecycle Marketing in New York, New York
Leap is building the world's largest network of branded retail stores – powered by data, systems and scale. The Leap Platform enables brands to deploy stores that work in concert with eCommerce more rapidly and at significantly reduced cost and risk. Brand stores powered by Leap bring modern brands to life with compelling, immersive customer experience and data driven operations. At Leap, our diverse, growing team is excited by the opportunity to power the next generation of leading consumer brands with a vibrant presence in local communities throughout the country. We're one of the fastest growing companies in the retail/eCommerce space - since launch we've powered stores for dozens of brands, and we're adding more brands and stores each week.
In 2021, our third full calendar year in business, we grew 4x+ by every measure and are close to ending 2022 with 100 stores and a team of 300+. With new platform capabilities launching, an ambitious revenue plan and operational expansion across existing and new markets, this is a dynamic organization ready to scale its creative capabilities.
Our brand customers are modern brands who lead or aspire to lead their categories today and tomorrow, and outstanding people are literally at the core of our product. Our organization is composed of a diverse range of talented individuals and teams. With functions like Real Estate, Store Design & Development, Retail Operations, Marketing, Engineering, Product Management and Data Science, we are a unique company. Our shared ambitions and core values tightly align and drive us to succeed. Our staff are what make our organization so special and honoring our culture and values as we hire, onboard, engage, develop and support our teams is paramount. Come take this leap with us. Your ideas, thinking, and voice are wanted.
Mission for the position:
The Director, Lifecycle Marketing is responsible for strategies that drive awareness of and traffic to Leap-powered stores, resulting in higher omnichannel customer lifetime value (CLTV). You will play a key role in bringing Leap’s new B2C positioning to life across the customer lifecycle, helping shoppers understand what it means to shop Leap-powered brands and stores and as a result, driving traffic, sales, repeat for our brands and cross-shop across the Leap platform.
You will also concept and implement a full-funnel lifecycle marketing strategy. Today, Leap primarily communicates with shoppers via email; you’ll partner with the Engineering and Data Science team to evolve our marketing tech stack. You’ll select and onboard a customer data platform (CDP) that will enhance our email marketing capabilities and test into new channels, such as SMS and direct mail.
To be successful in this role, you must think like a 360 degree marketer and be able to flex between strategy and execution across multiple stakeholders — Leap as a platform, our 60+ brands and nearly 100 Leap-powered stores. The ideal candidate is a strong leader, with extensive experience building teams and managing cross-functional initiatives to drive both scale and revenue.
Position is hybrid out of our New York office
Define how Leap communicates to shoppers across all consumer-facing, digital touchpoints in partnership with the VP, Marketing & an outside agency — creating demand for and trust around “powered by Leap” stores
Build Leap’s lifecycle marketing capabilities to further distinguish our Universal Customer File as a key Platform value proposition
Assess and analyze Leap’s existing email flows & campaigns to inform a scaleable, strategic 2023 & beyond roadmap – one that grows the file, attributable revenue and builds the Leap B2C brand
Ensure Leap’s quarterly email calendar, build by your Lifecycle Marketing team, delivers on attributable revenue goals
Test into new, geo-targeted communication channels - from ads and direct mail to SMS
Rigorously analyze and report on performance to build a test-and-learn culture within the team
Scope and recommend strategies to drive shopper repeat and loyalty across all Leap-powered stores
Assess our current data structure and propose evolutions, as needed; ensure the team’s needs are accounted for in cross-functional OKRs
Manage and scale the team, budget and tools to position Leap for its next stage of hyper-growth
Communicate & demonstrate the power of our Universal Customer File, both internally and externally – creating brand facing recommendations, case studies and guides to help brands understand the impact of Leap’s lifecycle marketing strategies
Our ideal candidate:
10+ years experience in progressive lifecycle and/or growth marketing roles
An independent thinker and strategic builder with experience working at smaller, scrappy startup in the retail, DTC, luxury and fashion brands landscape
Seasoned manager known for motivating a team and driving results in a fast-paced, ever-changing environment
Expert in direct (non agency) email strategy, best practices and executions in ESPs such as Klaviyo
Exceptional leadership and written and verbal communication skills
Highly efficient and productive with high output
Extreme attention to detail; ability to understand the big picture while operating in weeds
Outcomes & measures of success:
Creation of successful lifecycle marketing strategy that drives traffic, sales, frequency and shopper loyalty
Consistent collaboration with VP, Marketing, cross-functional team, direct reports and data & analytics and staff to ensure the function delivers on company goals
Contribution to the development of a team-oriented high performance culture within the firm
Consistent and timely delivery of lifecycle marketing programs to drive performance
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