Senior Marketing Manager, Retention

ABOUT US Stio® is an omni-channel mountain brand that designs, develops and sells beautiful, functional, and innovative apparel, footwear and other accessories infused with the soul of the mountain lifestyle. With headquarters in Jackson, Wyoming, Stio draws inspiration from the surrounding Teton Range and offers product via Stio.com, catalog, B2B and its Mountain Studio® retail locations. We live and love mountain life, and as such see ourselves as caretakers of the resources that provide it. We are proud partners of Protect Our Winters and the Conservation Alliance among many other organizations. We have a strong preferred materials platform, use Bluesign® approved textiles wherever possible, audit our supply chains for best practices, and operate our workplaces responsibly. We think that outside is the best side and that you can’t improve on nature. It’s good for mind, body and soul, and it’s our responsibility to help enable access for all people, regardless of race, gender, beliefs, background or ability. We strive for inclusion at Stio and in our local and national communities. YOUR ROLE The Senior Marketing Manager, Retention is responsible for driving profitable customer retention, repeat purchase behavior, and customer lifetime value across all buyer-facing marketing channels. This role owns repeat revenue performance, reactivation strategy, and retention investment allocation across email, buyer catalog, paid media remarketing, loyalty initiatives, and affiliate/influencer retention efforts. This leader will not only execute lifecycle tactics but will also help define retention strategy, allocate budget across buyer marketing channels, evaluate incrementality, and provide clear recommendations on how marketing dollars should be deployed to maximize customer lifetime value and contribution margin. Success in this role requires strong analytical rigor, customer segmentation expertise, and a deep understanding of lifecycle marketing strategy. YOUR RESPONSIBILITIES Own Retention Growth & Financial Outcomes Accountable for repeat revenue and customer retention performance across ecommerce Own retention marketing investment strategy and buyer marketing efficiency Develop and manage monthly, quarterly, and annual retention forecasts Partner with Finance to evaluate retention efficiency using contribution margin, repeat rate, reactivation rate, and LTV metrics Monitor pacing and recommend budget reallocations across buyer marketing channels as needed Lead Cross-Channel Retention Strategy across email, buyer catalog, remarketing, affiliate and influencer Own lifecycle marketing strategy including segmentation, frequency, and personalization Lead email and SMS marketing calendar strategy including campaigns and automated lifecycle flows Own buyer catalog strategy including segmentation, circulation strategy, and incremental ROI evaluation Oversee paid media remarketing strategy in partnership with internal teams and agencies Evaluate affiliate and influencer partners based on repeat customer and LTV contribution Recommend changes to buyer marketing spend allocation based on incremental performance Customer Segmentation & Lifecycle Optimization Develop and refine customer segmentation strategy (RFM, LTV tiers, Pro/loyalty segments) Design onboarding, post-purchase, cross-sell, and win-back strategies Identify opportunities to improve second purchase rate and purchase frequency Lead reactivation initiatives for lapsed customers Optimize marketing frequency to balance engagement and profitability Retention Creative & Messaging Strategy Define messaging strategy for repeat customers across lifecycle stages Partner with Brand and Creative teams to ensure retention messaging is personalized and performance-driven Develop loyalty and community-based messaging strategies to deepen engagement Provide creative performance insights and feedback loops to internal teams Lead Retention Experimentation & Incrementality Testing Build and manage a retention testing roadmap across email, catalog, and paid remarketing Design and execute incrementality tests for buyer catalog mailings and remarketing efforts Evaluate performance beyond last-click attribution to determine true incremental lift Use insights to inform strategic budget reallocations Reporting & Strategic Insights Provide weekly and monthly reporting on retention performance Deliver actionable insights on repeat rate, AOV, LTV, and reactivation trends Communicate performance clearly to cross-functional stakeholders and leadership Identify risks and opportunities within the buyer file proactively Team Leadership and People Management Manage and develop a direct report responsible for supporting day-to-day execution of acquisition marketing programs Provide clear direction, prioritization, and performance feedback to ensure high-quality campaign execution across channels Partner with leadership to set individual goals, conduct performance reviews, and support career development of direct reports YOUR SKILLS AND EXPERIENCE 5+ years experience in retention, CRM, or performance marketing Strong understanding of lifecycle marketing including email, SMS, segmentation, and retention strategy Experience managing CRM platforms (e.g., Klaviyo or similar) and automated marketing flows Experience working with external agencies Strong analytical skills with advanced Excel proficiency and experience using GA4 or similar analytics platforms Experience with experimentation frameworks and A/B testing Experience with Direct Mail/Catalog advertising Financial acumen and comfort working with contribution margin, retention rate, and LTV models Works effectively within a team environment while leading and developing direct reports and collaborating cross-functionally with other teams Goal oriented and problem solving mindset Eagerness to take on new challenges and create processes THE FINE PRINT Medical, Dental Vision plans Company Paid Long Term Disability Employee Assistance Programs 401k with Match Generous paid time off policies Gear test, perks and more We provide competitive compensation packages, inclusive of base pay, incentives and benefits. The base salary range for this role is $80,000-$95,000. It would not be typical for someone to be hired at the top end of the range for the role, as actual pay will be determined based on several factors including experience, skills, and qualifications. This job description is not necessarily an exhaustive list of all responsibilities, skills, duties, requirements, efforts, or working conditions associated with the job. While this is intended to be an accurate reflection of the current job, we reserve the right to revise the job or to require that other or different tasks be performed. Stio is an equal opportunity employer of all qualified individuals, including minorities, BIPOC, LGBTQ+, veterans & individuals with disabilities.