Description

Shopbop.com is looking for a strategic Head of Lifecycle Marketing to lead and evolve our lifecycle programs across channels. This role is critical to driving revenue growth and customer engagement through a best-in-class customer marketing experience.

The Head of Lifecycle Marketing will own the strategic vision for Shopbop’s lifecycle marketing initiatives, leading a team that includes established marketers. Partnering closely with CRM, they will architect comprehensive customer journey strategies that segment audiences by lifecycle stage (new, retained, reactivated) and deliver tailored experiences that drive long-term customer value.

This leader will oversee the evolution of our personalization and automation capabilities, transforming how we engage customers at scale. The Head of Lifecycle Marketing will own reporting and goal-setting for the Email, Push, and App channels, drive the strategy to launch new channels (SMS) and advocate for innovations that drive long-term growth. The right candidate will be analytical, customer-focused, thrive in a fast-paced environment with many competing priorities, and partner across teams effectively. They will bring strategic vision, analytical depth, and cross-functional leadership skills to transform our customer engagement. This role sits within the Marketing organization, reporting to the Head of Digital Commerce & Content

Key job responsibilities
• Define comprehensive strategic vision for Email, Push notifications, and App channels aligned with Shopbop’s business goals and growth targets.
• Guide the evolution of our lifecycle marketing program across all stages of the journey (acquisition, retention, lapsed, etc.) informed by customer insights, strategic testing, and optimization
• Lead strategic planning, forecasting, and goal-setting across channels, providing executive-level insights and recommendations.
• Architect next-generation personalization and automation strategies to enhance customer lifetime value
• Lead customer journey mapping and segmentation strategies to improve targeting and relevancy of campaigns
• Champion innovation and platform enhancements to enable advanced capabilities
• Collaborate on the evolution of customer loyalty initiatives, improving program value and driving engagement across customer segments
• Design framework for testing, measuring, and optimizing channel performance and customer engagement
• Develop strategic partnerships across CRM, Product, Tech, and Creative to drive transformation initiatives
• Maintain a high bar for marketing creative and copy across all messaging touch points
• Own the marketing budget for Email & Push channels, including 3rd party vendor relationships and contracts
• Stay abreast of industry trends in email/push marketing, CRM, and marketing automation
• Mentor and develop team members while fostering a culture of innovation and customer obsession