About Petite Plume:
Petite Plume is a high growth luxury sleepwear company sold primarily DTC with a presence in nearly 500 points of sale including Neiman Marcus, Maisonette, Nordstrom and more! We believe in empowering people and opening doors for new opportunities. We value our teams and want them to grow with us. If you’re looking for a place that values hard work, strong relationships, and diverse ideas – all while having fun together – Petite Plume is the place for you!
Position Overview:
The Manager of Lifecycle Marketing at Petite Plume will play a pivotal role in driving the brand’s customer growth and long-term loyalty. This position will be responsible for managing and optimizing key marketing initiatives, growth and retention, including paid media, lifecycle marketing (email, SMS), direct mail, and the loyalty program. The ideal candidate will work cross-functionally with brand marketing, creative, eCommerce, and analytics teams to execute data-driven strategies that improve customer acquisition, engagement, and retention. They will ensure that each customer touchpoint is personalized and effective, while leveraging insights to continuously optimize campaigns and drive ROI.
We're looking for a strategy-driven marketer with extensive knowledge of online marketing best practices and demonstrated experience managing multiple channels to drive growth while building brand equity. This role reports into the Chief Marketing Officer and the right candidate will have quick opportunities for growth.
The Impact You Will Have:
The Manager of Lifecycle Marketing will play a key role in driving growth and customer loyalty at Petite Plume. By optimizing paid media, growth and retention direct mail, and the loyalty program, this role will reduce acquisition costs, increase retention, and boost lifetime value. Through data-driven strategies and cross-functional collaboration, they will enhance the customer experience, turning one-time buyers into loyal customers, and contribute to sustained revenue growth and brand success.
What You Will Do:
Paid Media Management
- Lead and manage the paid media agency to drive efficient customer acquisition across digital channels (paid search, social, display ads).
- Work closely with the agency to optimize performance, track ROI, and ensure marketing spend is aligned with business goals.
Conversion Rate Optimization (CRO)
- Collaborate with the eCommerce and creative teams to continuously optimize the website for better conversion rates.
- Analyze site performance, conduct A/B testing, and implement best practices for user experience improvements that drive higher conversion.
Lifecycle Marketing (Email & SMS)
- Develop strategy, implement, and analyze email and SMS campaigns to engage customers throughout their journey, from onboarding to reactivation.
- Create personalized messaging that increases lifetime value, retention, and engagement.
Direct Mail Campaigns
- Manage the strategy, design, and execution of direct mail campaigns (catalogs and gatefolds) to enhance customer engagement and drive retention and acquisition.
- Work closely with direct mail partners to maximize impact. Use data to target the right customer segments with relevant, impactful content.
Loyalty Program Management
- Oversee the growth and optimization of the Petite Plume loyalty program.
- Develop strategies to increase program participation, improve customer satisfaction, and drive repeat purchases.
Analytics and Reporting
- Monitor key metrics such as Customer Lifetime Value (CLV), retention rates, and new customer acquisition costs.
- Provide actionable insights based on performance data to inform marketing strategies and budget allocation.
Customer Segmentation & Targeting
- Develop and manage customer segmentation strategies to ensure marketing efforts are personalized and effective.
- Work with data analytics teams to create data-driven segments based on customer behavior, preferences, and purchasing patterns.
Customer Journey Mapping
- Create and continuously optimize the customer journey to ensure that each touchpoint is personalized, relevant, and engaging.
- Identify opportunities for improvement across all channels, ensuring a seamless transition from acquisition to retention.
Post-Purchase Experience & Customer Retention
- Manage initiatives that enhance the post-purchase experience, including follow-up emails, thank-you notes, and satisfaction surveys.
- Implement programs designed to encourage repeat purchases, like targeted offers, re-engagement campaigns, or product recommendations.
Customer Feedback & Sentiment Analysis
- Collect and analyze customer feedback through surveys, reviews, and direct interactions to inform marketing strategies and improve the customer experience.
- Regularly assess customer satisfaction and loyalty, and implement improvements based on feedback.
A/B Testing & Campaign Optimization
- Continuously test and optimize campaigns across all channels (email, SMS, paid media, etc.) to improve conversion rates and overall marketing performance.
- Lead cross-channel testing initiatives to assess the best-performing strategie
What Experience You Need:
- Bachelor's degree in Marketing, Business, or a related field.
- 5+ years of experience in retention and acquisition marketing in eCommerce.
- Strong knowledge of email and SMS marketing platforms, loyalty program management, and direct mail strategies.
- Experience working with paid media agencies and managing paid campaigns.
- Proficient in analytics tools like Google Analytics, Klaviyo, or similar platforms.
- Ability to analyze data, optimize strategies, and communicate insights to various teams.
- Strong project management skills and attention to detail.
- Experience with brand marketing a plus but not required.
What Will Make You Successful:
- Excellent communication skills
- Highly analytical
- Being a team player with a contagious “can-do” attitude
- Resourcefulness, reliability, and self-motivation
- Customer-centric mindset, in tune with evolving consumer and market shifts
- Organizational skills, project management skills, and a keen ability to ruthlessly prioritize
- Obsession with growth and brand building, deep knowledge of marketing strategies and tools
- Ability to think out of the box and come up with creative solutions to complex problems
- Ability to be flexible and pivot quickly when needed
Our Benefits:
- Competitive salary
- 10 days PTO + 3 sick days
- 11 paid federal holidays
- A 401K and company profit sharing plan after one year of tenure
- Generous health, dental and vision insurance for you and your dependents
- Half-day “Summer Fridays” from Memorial Day to Labor Day
- 50% employee discount on petite-plume.com
- A remote-first culture: work from anywhere within the United States
- An inclusive, collaborative and dynamic work environment
- Opportunity to work at a company growing exponentially year over year
- Company offsites 1-2x a year for in-person collaboration and team building
- Travel: 10%
The Interview Process:
- Introductory call
- Case Study
- Hiring Manager Interview
- Team Interviews
- References
