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Dickies Sr. Manager, Retention Marketing

Company: VF Corporation
Location: Fort Worth
Posted on: September 24, 2022

Job Description:

Sr. Manager, Retention MarketingAs the Senior Manager of Retention Marketing you will be instrumental in evolving and executing the personalization roadmap for Dickies. This position will play a critical role in the development and rollout of our CRM and retention strategy, managing and analyzing customer and transaction data to help make key business decisions to promote customer loyalty. You will shape long and short-term strategies focused on multi-channel customer journeys for engagement, retention, growth, and re-activation lifecycle campaigns that build long lasting customer relationships. You will work closely with many teams including, but not limited to Product, Analytics, Marketing and outside vendors to monitor and evaluate campaign results across all channels to understand the efficacy of strategies and tactics for delivering an optimal customer experience. Your ability to tailor the Dickies brand to individual customer preferences will contribute to an industry leading digital experience. Passion and expertise within storytelling, the consumer and digital will be key to success in this position.Join the Dickies FamilyDickies has spent nearly a century crafting innovative workwear known for its performance, durability and comfort. Since 1922, Dickies continues its long legacy of designing quality workwear and work-inspired apparel at a price anyone can afford. What began as a humble denim bib overall company has grown into a worldwide force, weaving together cultural movements with a rigorous commitment to straightforward style and long-lasting ingenuity.In 2017, Dickies was acquired by VF Corporation, the parent company of global powerhouse brands such as Vans, The North Face and Timberland. Powerful brands that are fueled by insights and innovation put us at the heart of our consumers lives. Many of our brands lead their respective categories, and some have risen to iconic status. VF is the ideal steward to honor the Dickies heritage while providing a platform for growth that ensures continued success for another century. We are a purpose-led company that seeks not only to succeed in business, but also to leverage our success and resources to make the world better. We power movements of sustainable and active lifestyles for the betterment of people and our planet.*As of October 18, 2021, this position requires proof of being fully vaccinated for COVID-19 on the first day of employment, absent need for medical or religious accommodations or other exemptions as allowed by state and local law. Further information is provided during the recruitment process.How You Will Make a DifferenceWhat you will do:

  • Responsible for daily management and leading CRM/Multi-channel plan to increase consumer LTV, build lasting consumer relationships, drive engagement, retention, and personalization
  • Apply customer segmentation and marketing automation tools to deliver personalized customer marketing journeys across multiple touchpoints
  • Support the execution of outbound communications for all growth initiatives
  • Monitor and evaluate campaign results across all channels to understand the efficacy of strategies and tactics for improving engagement and retention. Work with Data Analysis team to understand lift of campaigns against critical metrics
  • Runs the creation, production, scheduling, and deployment of all email, push, text, paid retention/engagement campaigns and programs on SFMC with the support of a direct reportHow you will do it:
    • Partner with product, engineering, and operations teams to develop our email/push/SMS roadmap and define, design, and implement features and technology that improve our ability to activate, engage and retain customers
    • Work with the Content team to improve customer engagement and ensure synced messaging & branding across all touchpoints
    • Partner with the Analytics team to improve audience segmentation, CLTV, and campaign performance reporting & optimizationWhat success looks like:
      • Develop a rigorous testing strategy (A/B and multivariate tests) alongside the team to continually optimize all areas of the programs, including identifying moments to better understand our customer segments and their lifecycle and behaviors across multiple channels.
      • Develop and implement all multi-channel customer journeys for engagement, retention, growth, and re-activation lifecycle campaigns (email, SMS, push notifications, retargeting, etc.)
      • Create and implement personalization roadmap
      • Develop, test, and document email development, setup and query data extension, marketing automation, journeys, and campaign configuration
      • Implement loyalty program
      • Define measurable metrics and regularly review campaigns against strategic objectivesFree To Be, Inclusion & DiversityAs a purpose-led, performance driven company, we strive to foster a culture of belonging based on respect, connection, openness and authenticity. We are committed to building and maintaining a workplace that celebrates the diversity of our associates, allowing them to bring their authentic selves to work every day.Skills for SuccessYears of Related Professional Experience:7+ years CRM lifecycle marketing, Email management, and other retention practices and channels.Educational Position Requirements:A formal education and subsequent undergraduate/graduate degrees are nice to have, but we are most interested in your total experience and professional achievements.
        • What we expect you already know:
        • Extensive experience and proven results implementing triggered campaigns and automated lifecycle journeys to drive engagement and retention
        • Advanced skills in SQL, AMP Script, HTML, and CSS to fully customize email and mobile Marketing
        • Solid understanding of IT systems, including system design, Object Oriented Design, databases, and programming concepts
        • Knowledge of CRM platforms, including Salesforce Marketing Cloud (Email Studio, Journey Builder, Mobile Studio, Advertising Studio, and Social Studio)
        • Expertise in email compliance and privacy legislation, both domestic and international (specifically: CAN-SPAM; GDPR; CASL; CCPA)
        • Strong understanding of managed channel execution concepts and metrics
        • Highly analytical and capable of deriving meaning from data through testing and optimization
        • Experience presenting high-quality documents to leadership
        • What we will teach you:
        • Internal systems at Dickies and across VF.
        • Cross-functional partners
        • VF Guiding Principles: Live with Integrity, Act Courageously, Be Curious, Act with Empathy, and Preserve.Whats in it For YouWere in the business of unleashing human potential, driven by the ideas, energy and commitment of our people. Thats why we offer comprehensive benefits that encourage mental, physical and financial well-being for all VF associates. When it comes to benefits, were the total package. Go to and click on Looking to Join VF? to learn more.Our Parent Company, VF CorporationVF is one of the worlds largest apparel, footwear and accessories companies connecting people to the lifestyles, activities and experiences they cherish through our family of iconic outdoor, active and workwear brands. At the heart of our journey lies our company-wide purpose: We power movements of sustainable and active lifestyles for the betterment of people and our planet. This is our purpose. Its the reason we come to work every day. Its a commitment shared by our global associates across all brands. Our purpose unites us and leads us to pursue our goals, together. This is our calling. Learn more at vfc.comWe just have one question. Are you in?Vaccine Requirement:Unless prohibited by applicable law, this position requires proof of being fully vaccinated for COVID-19 on the first day of employment, absent need for medical or religious accommodation or other exemption as allowed by state or local law. Further information will be provided during the recruitment process.R-20220713-0055VF Diversity Vision StatementVF is committed to creating an inclusive environment that welcomes and values the differences among all of our associates, customers, suppliers and the communities in which we live and conduct business. The continued success and growth of VF is enhanced through initiatives that promote diversity throughout VF around the world.VF is an equal employment opportunity/ affirmative action employer of minorities, females, protected veterans and the disabled. VF is committed to providing equal opportunities in employment, and treating our VF associates and VF applicants without discrimination on the basis of their race, color, gender, age, national origin, religion, sexual orientation, gender identity or expression, marital status, citizenship, disability, protected veteran status, HIV/AIDS status, or any other legally protected factor.

Keywords: VF Corporation, Fort Worth , Dickies Sr. Manager, Retention Marketing, Executive , Fort Worth, Texas

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