Manager, Retention Marketing (DTC)
About the position As the Manager, Retention Marketing, you will own the full retention marketing strategy for FIJI Water Home Delivery. You will develop and execute programs that keep our subscribers engaged, delighted, and coming back. Reporting to the Director, DTC, you will lead lifecycle campaigns across email, SMS, and direct mail, using data and personalization to create experiences that feel distinctly FIJI. From onboarding and replenishment to churn prevention and reactivation, you will design every step of the subscriber journey to grow lifetime value and strengthen the connection between our customers and the FIJI brand.
Responsibilities
- Own the end-to-end retention marketing strategy and roadmap, setting clear objectives to reduce churn, drive reactivation, and grow subscriber lifetime value (LTV).
- Use behavioral data, cohort analysis, and segmentation to identify key retention drivers, high-value customer groups, and churn risks, and turn insights into actionable strategies.
- Define and manage retention KPIs such as retention rate, churn, reactivation, and LTV, and forecast their business impact in partnership with Analytics and Finance.
- Develop personalized retention initiatives informed by subscriber behavior, order cadence, and engagement patterns.
- Partner cross-functionally with CX, Tech, and E-commerce to enhance the subscriber experience, streamline account management, and improve billing and delivery communications.
- Champion the subscriber voice internally to ensure customer insights and feedback directly inform marketing and product improvements.
- Own the Home Delivery marketing calendar, aligning brand, promotional, and lifecycle moments that drive engagement and repeat purchase.
- Design, launch, and optimize automated journeys across email, SMS, and direct mail, including onboarding, replenishment, renewal, reactivation, and win-back.
- Develop lifecycle campaigns that celebrate hydration as a ritual and position FIJI Water as an everyday luxury for subscribers.
- Collaborate with Creative and Brand teams to craft messaging that feels premium, personal, and unmistakably FIJI.
- Build testing roadmaps for offers, cadence, and creative to continuously optimize engagement and conversion.
- Identify opportunities for cross-sell and upsell through personalized lifecycle programs.
- Partner with Data and Paid Media teams to create cohesive, omnichannel experiences across customer touchpoints.
Requirements
- 3-5 years of experience in retention or lifecycle marketing required, ideally within a DTC subscription or recurring-delivery business.
- Proven success developing retention strategies that drive measurable gains in LTV, repeat rate, and customer engagement.
- Strong analytical skills with hands-on experience in cohort analysis, segmentation, and performance measurement.
- Proficiency with E-commerce platforms such as Shopify, Klaviyo, and Ordergroove is preferred.
- Demonstrated ability to translate performance data into clear, actionable insights for cross-functional teams and leadership.
- Skilled in creating personalized, multi-channel customer journeys across email, SMS, and direct mail.
- Collaborative, organized, and comfortable leading cross-functional initiatives.
- Experience managing loyalty programs is a plus.
- Bachelor's degree in related field required.
Benefits
- Access to top-notch medical coverage comprehensive vision and dental plans, and a 401k with match eligibility.
- 24/7 online physician consultations.
- Virtual mental health resources.
- Life coaching.
- Engaging employee community groups.
- Cash rewards for healthy habits and fitness reimbursements.
- Library of on-demand fitness videos.
- Career
Advancement Opportunities.
- Focused Learning and Development.
- Empowering Mentorship Program.
- Continuous Improvement Training.
- Corporate social responsibility initiatives.
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