Welcome to the MILK MAKEUP FAM:
At Milk Makeup, we re all about good ingredients + effective formulas. We re cruelty-free, paraben-free, and 100% vegan. Always.
Born out of Milk, a creative studio in downtown New York City, community and self-expression is at the heart of everything we do. We believe beauty isn t about how you create your look, it s what you do in it that matters.
#LiveYourLook
Who YOU are:
Naturally curious: You re always thinking about how to improve your and your community s future. You value a forward-thinking space that encourages you to move the needle and take risks.
Confident but chill: You re flexible and ready to get the job done, but you re humble and make moves thoughtfully. You go after what you want, but always have your team and the greater good of the brand in mind.
Creatively minded: You re not afraid of the unknown and enjoy problem solving. You re down to disrupt the status quo and believe that an open mind is always a good place to start.
Inclusive + mindful of community: You embrace differences and help foster a safe working environment for yourself and your peers.
Champion of self-expression: You re genuinely you. You live your look and want to grow with people who champion self-expression.
The Role
The CRM + Ecommerce Manager is responsible for Milk Makeup s ecommerce site performance and business delivering forecasted sales through all owned channels. Responsible for developing campaigns that drive acquisition, retention, personalization, loyalty, and long-term relationships from ideation, planning and development to execution, tracking, and analytics. With a proven track record in running a successful ecommerce business that maintained significant YOY growth and hit retention goals. The CRM & Ecommerce Manager partners with all relevant in-house marketing, creative and operations teams to execute against set objectives for the ecommerce business growth.
What YOU LL do:
CRM Program Management:
- Define the customer relationship management (CRM) strategy for our shoppers and our loyalty program, including segmentation, targeting, and personalization efforts.
- Drive repeat customer rate growth, LTV, 1st party data segmentation, and cohort analysis.
- Manage all retention and lifecycle efforts, internal owner of email, SMS, lead gen, loyalty, referral, and other retention initiatives.
- Build and brief email + SMS campaigns to in-house creative team. (through the use of Klaviyo, Yotpo & Attentive)
- Have strong recommendations in Email + SMS optimization, list development and identify emergent, lapsing and high LTV segments.
- Responsible for improving customer lifetime value and growing repeat customer revenue, working with internal and external partners to optimize our email + SMS flows, web products, and loyalty programs.
- Work with brand and product teams to translate our mission, brand and product offering into a compelling marketing, product and content strategy for existing customers within CRM, loyalty, and other customer touchpoints
- Own sampling and subscription programs
- Increase user database via creative strategies, such as sweepstakes and collaborations
Loyalty Program Strategy:
- Lead our team in defining, developing, and deploying loyalty programs, including identifying product requirements, key customer segments, setting program goals and objectives, and defining program benefits and rewards.
- Create strong, clearly defined value propositions for customers.
- Leverage our community to create elevated reward experiences.
- Execute the long-term strategic plan for the loyalty program, aligning with business goals and customer needs.
- Create comprehensive visual tool box, including paid media, on site signage, targeted email and other communications to promote the loyalty program and drive engagement alongside other customer-facing initiatives
- Identify and evaluate new opportunities for the loyalty program, including partnerships and collaborations.
- Create elevated loyalty specific rewards and offerings within existing and new Milk Makeup initiatives.
Data Analysis and Insights:
- Help us develop deeper understandings of our customer cohorts through data.
- Analyze customer data and feedback to continuously improve the loyalty program and drive customer and tenant retention and loyalty.
- Set KPIs, build testing roadmaps, and own execution across customer marketing touchpoints.
- Serve as the internal champion of retention data and initiatives.
- Creates Ad hoc reports based on launches, key promotions and marketing ad hoc events. (ie post mortems)
- Own overall reporting on own channel sales, analytics and KPIs with special attention to performance, customer data and customer behavior.
- Own 1st Party Data cleanliness
- Leverage data across Marketing cohorts, Email / SMS cohorts and Platform user behavior cohorts
- Apply a logically driven approach to decision-making, with strong proficiency in web analytics, performance marketing analytics, customer segmentation, personalization, and testing/optimization techniques
- Monitor and report on KPIs, consumer behavior, and online trends; provide benchmarks and competitive analysis
We d like YOU to have:
- 5-6+ years experience in retention, CRM, lifecycle, and/or customer marketing in a DTC businesses (preferably in beauty, cosmetics, lifestyle or luxury sector)
- Be proficient in 1st party data analysis and relevant Apps.
- Can analyze data to understand customer behavior.
- Comfortable working in Looker, Google Analytics, and similar; advanced customer analytics skills preferred.
- Significant experience leading broad cross-functional initiatives with ecommerce, performance marketing, customer experience, product, and development teams.
- Applicants with direct experience in using Klavyio is essential, bonus if there is experience with Yotpo and Attentive.
- Applicants with experience in both CRM and loyalty/membership marketing strongly preferred. Direct experience in using Yotpo or a similar program is preferred.
- Is creative enough to create and write content, to send eye-catching email campaigns, and to work with social media.
- Stay on top of competitive activities, industry/consumer trends and innovation to adapt latest technologies to brand sites