Sr Marketing Manager

About

The Senior Marketing Manager is responsible for developing and executing integrated go-to-market (GTM) strategies that drive customer engagement, revenue growth, and brand impact. This role leads end-to-end campaign planning, with a strong focus on lifecycle marketing, email/SMS performance, and retention.

The Sr. Marketing Manager partners cross-functionally with creative, CRM, photography, and channel teams to ensure campaigns are delivered with precision, optimized for performance, and aligned to business goals.

Key Responsibilities

Campaign Management

• Manage the annual campaign calendar in collaboration Merchandising
• Identify campaign touchpoints across the customer journey and define KPIs—including impressions, clicks, conversions, and revenue targets
• Partner with cross-functional teams (Creative, Merchandising, Media) to align messaging and sequencing across channels

Email, SMS, & Push

• Serve as the channel lead for Email, SMS, and Push Notifications, driving best-in-class lifecycle strategy and performance
• Develop email briefs, including content strategy, creative direction, and testing opportunities
• Manage and evolve segmentation, personalization, and dynamic content strategies to improve customer engagement and retention

Content & Creative Collaboration

• Work with the Photography Team to develop shot lists that support owned channels (email, app, web, loyalty) and key campaign moments.
• Ensure all visual assets ladder up to channel needs, brand initiatives, and promotional strategies.

Growth & Retention Strategy

• Drive customer growth through targeted lifecycle programs, triggered journeys, and loyalty-based personalization.
• Develop retention strategies rooted in customer insights, visit frequency, and behavioral data.
• Partner with Analytics to track channel performance, identify improvement opportunities, and optimize for higher ROI.

Performance Tracking & Optimization

• Monitor channel and campaign KPIs; provide insights, forecasts, and recommendations to improve performance.
• Lead A/B and multivariate testing across messaging, subject lines, segmentation, and creative.
• Build dashboards or recurring reports that communicate performance to leadership and cross-functional teams.

Cross-Functional Collaboration

• Collaborate closely with Product, Digital, Media, Merchandising, and Loyalty teams to align programs to business priorities.
• Manage timelines, deliverables, and communication for all GTM and lifecycle initiatives.
• Present channel performance, learnings, and strategic recommendations to senior leadership.

Qualifications

• 5–7+ years in marketing, with experience in email/SMS/CRM and lifecycle marketing
• Strong understanding of segmentation, personalization, and customer journey mapping
• Experience with ESP/CRM platforms (e.g., Responsys, Salesforce Marketing Cloud, Braze,etc)
• Excellent project management and cross-functional collaboration
• Strong analytical ability; comfortable with KPIs, dashboards, and performance insights
• Experience with creative briefing, campaign planning, and content development
• Retail, e-commerce, or omnichannel experience preferred