Director of Retention & Lifecycle Marketing Job at Helzberg Diamonds (North Kansas City)

Job Description

The Director of Retention & Lifecyle Marketing is responsible for leading all retention, loyalty, and lifecycle marketing initiatives across our omnichannel touchpoints. This position will own the end-to-end customer journey post-acquisition—driving repeat purchase behavior, deepening brand affinity, and maximizing customer lifetime value (CLV) across e-commerce, retail stores, and emerging channels. Additionally, this leader will build and execute a unified CRM and lifecycle strategy that seamlessly connects digital and in-store experiences, turning one-time buyers into lifelong brand advocates. The ideal candidate blends customer journey orchestration with analytical rigor and thrives in a fast-paced, high-growth retail environment.

Job Responsibility

Develop and execute a comprehensive, omnichannel lifecycle marketing strategy spanning email, SMS/MMS, push notifications, direct mail, and clienteling programs
Design automated customer journeys—including welcome series, post-purchase nurtures, replenishment, re-engagement, winback, and milestone/occasion-based campaigns (anniversaries, birthdays, holidays)
Architect and operationalize sophisticated segmentation and personalization frameworks leveraging purchase history, browsing behavior, engagement signals, and predictive models
Own the strategy, P&L, and roadmap for a loyalty and rewards program, driving enrollment, active participation, and program-attributed revenue
Partner with Merchandising, Retail Operations, and Ecommerce to create exclusive loyalty experiences, early access events, and VIP clienteling touchpoints that differentiate the brand
Set the strategic vision and oversee day-to-day execution of all 1:1 marketing programs, including email, SMS, and direct mail
Partner with brand, merchandise, and external vendors to develop high-impact programs and messaging to improve omnichannel sales performance through continuous optimization of creative, subject lines, send times, and content personalization
Develop a unified channel orchestration framework that governs contact frequency, channel prioritization, and suppression logic to prevent fatigue while maximizing customer engagement across email, SMS, and direct mail
Ensure full compliance with CAN-SPAM, TCPA, CCPA, and other applicable privacy regulations across all 1:1 channels, partnering with Legal to maintain best-in-class consent and preference management
Ensure a unified customer experience across digital and physical channels, bridging online engagement with in-store interactions through integrated customer profiles
Collaborate closely with Retail Operations, E-Commerce, IT, and Customer Service to support clienteling efforts and outreach
Champion a single view of the customer by partnering with Analytics and IT to optimize the marketing tech stack
Partner with the Analytics team and external agencies to define and measure retention KPIS, including customer retention rate, repeat purchase rate, CLV, email/SMS revenue contribution, loyalty program ROI, and churn rate
Build robust A/B and multivariate testing programs to continually improve creative, cadence, channel mix, and offer strategies
Lead, mentor, and scale a high-performing team of retention and marketing professionals
Manage agency and technology vendor relationships, negotiate contracts, and evaluate new platforms to maintain best-in-class capabilities
Partner with Finance to manage a multi-million-dollar retention marketing budget, delivering measurable ROI and contributing to company revenue targets
Accomplish department objectives by directing and monitoring the work progress of direct reports and external vendors
Provide coaching and guidance to direct reports
Set expectations, annual goals and provide required quarterly touch base meetings with all direct reports.

Requirements

Bachelor’s degree in Marketing, Statistics, Analytics, or Business is required
a Master’s degree is preferred, or an equivalent combination of education and experience
10+ years of experience in CRM, lifecycle marketing, retention, or loyalty marketing
Proven experience in: conducting and guiding customer segmentation strategies, marketing test and learn methodology, and the ability to cull out actionable insights
measuring marketing performance and incrementality across campaigns and channels
enabling 1:1 marketing at scale across touchpoints: web, email, mobile, SMS, display, paid media, and others
managing promotional strategy and planning activities from an omnichannel lens
providing thought leadership on customer data management, identity, enrichment, and use
managing marketing compliance projects
High impact leadership skills, including setting a clear vision and strategy, motivating and coaching others, recruiting and developing analytic talent, driving urgency and results
Strong collaborator that works effectively across internal (IT, stores, ecommerce, marketing, strategy) and external partners
Strong communication skills and the ability to influence senior leaders
Ability to manage multiple and complex projects with proven ability to oversee schedules, scope, and budgets
Hybrid schedule with predictable onsite attendance required three or more days per week to perform essential functions involving interactive behaviors with co-workers and managers, operation or manipulation of equipment and/or materials located only on site, and direct interaction with internal and/or external customers.

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