Sr Direct Mail Manager

Overview Frontdoor is reimagining how homeowners maintain and repair their most valuable asset – their home. As the parent company of two leading brands, we bring over 50 years of experience in providing our members with comprehensive options to protect their homes from costly and unexpected breakdowns through our extensive network of pre-qualified professional contractors. American Home Shield, the category leader in home service plans with approximately two million members, gives homeowners budget protection and convenience, covering up to 23 essential home systems and appliances. Frontdoor is a cutting edge, one-stop app for home repair and maintenance. Enabled by our Streem technology, the app empowers homeowners by connecting them in real time through video chat with pre-qualified experts to diagnose and solve their problems. The Frontdoor app also offers homeowners a range of other benefits including DIY tips, discounts and more. For more information about American Home Shield and Frontdoor, please visit frontdoorhome.com. Responsibilities Overview (Virtual/Remote Role) Frontdoor is seeking an experienced Senior Direct Mail Manager to lead and modernize our Direct Mail channel. This role will oversee the strategy, planning, execution, audience targeting, and performance optimization of a multi-million-dollar Direct Mail program spanning acquisition, retention, renewal, reactivation, and partnership initiatives. This individual will help evolve Direct Mail beyond a standalone channel and integrate it into a broader omnichannel marketing strategy, connecting customer and prospect audiences across Direct Mail, Paid Media, CRM, Connected TV, and other digital channels. The ideal candidate brings deep Direct Mail expertise combined with a modern marketing mindset, strong analytical skills, and experience leveraging audience data, identity solutions, and measurement frameworks to drive business growth. Direct Mail Strategy & Program Leadership Manage the operational execution of direct mail campaigns from planning through deployment, maintaining rigorous attention to detail across timelines, targeting, creative, production, and reporting. Oversee budget allocation and investment strategy, leveraging performance insights to maximize response, conversion, and return on marketing spend. Own the end-to-end Direct Mail strategy across acquisition, retention, renewal, win-back, and lifecycle marketing programs. Develop annual roadmaps, testing plans, and optimization strategies to improve customer acquisition, conversion, retention, and lifetime value. Identify new opportunities to modernize Direct Mail through audience expansion, personalization, automation, and digital integration. Collaborate with leadership to align Direct Mail investments with broader business and marketing objectives. Audience & Data Management Serve as the primary owner of audience strategy, segmentation, and targeting for Direct Mail campaigns. Build, manage, and optimize audience selections using third party data sources and other data sources. Pull audience lists and translate business objectives into actionable audience strategies. Partner with Analytics, CRM, and Data teams to develop audience recommendations, suppression strategies, and testing frameworks. Evaluate new audience sources and data providers to improve performance. Direct Mail + Digital Integration Develop integrated marketing programs that connect Direct Mail with paid (digital, broadcast, search, etc.) and owned channels (web and email). Create coordinated audience activation strategies to improve customer experience and marketing efficiency. Partner with media teams to explore audience onboarding, household targeting, suppression strategies, and retargeting opportunities. Partner with retention teams to explore member onboarding, engagement and renewal opportunities. Lead innovation efforts focused on creating seamless cross-channel customer journeys. Drive the development and continuous optimization of direct mail creative by partnering with Creative, Brand, Analytics, and Compliance teams. Lead testing and iteration of messaging, offers, format, and design elements to improve response rates, conversion, and overall campaign performance while maintaining brand consistency and regulatory compliance. Vendor & Agency Management Manage relationships with Direct Mail vendors, data providers, printers, and audience partners. Oversee agency and vendor performance, campaign execution, timelines, and service-level expectations. Evaluate emerging technologies and partners that improve targeting, production efficiency, and measurement capabilities. Measurement, Reporting & Optimization Establish performance frameworks and KPIs across all Direct Mail programs. Analyze results and provide recommendations to improve response rates, conversions, retention, and overall business outcomes. Develop and manage a robust experimentation framework for customer acquisition and retention programs, including testing of creative messaging, audience strategies, offer structures, and direct mail format decisions. Define measurement plans, ensure tests are appropriately sized for statistical confidence, and leverage insights to improve performance, inform investment decisions, and support profitable growth objectives. Partner with Analytics teams on attribution, incrementality testing, and Marketing Mix Modeling (MMM) efforts. Translate complex performance data into actionable recommendations for leadership. Cross-Functional Leadership Partner closely with Creative, Analytics, CRM, Finance, Brand, and Media teams. Lead campaign planning and prioritization across multiple stakeholders. Create clear documentation, workflows, and operating procedures to reduce operational risk and improve scalability. Support budget planning, forecasting, and monthly performance reviews. May assume other duties as assigned. Qualifications Required 7+ years of experience in Direct Mail, Lifecycle Marketing, CRM, Performance Marketing, or related marketing roles. Deep understanding of Direct Mail planning, audience targeting, segmentation, and campaign execution. Hands-on experience working with audience data platforms. Experience building and pulling audience selections from third-party and first-party data sources. Strong analytical skills with experience interpreting performance data and making optimization recommendations. Experience managing external agencies, printers, data providers, and marketing vendors. Proven ability to lead complex projects across multiple stakeholders. Preferred Experience integrating Direct Mail with digital media channels including Paid Social, Programmatic Display, CTV, Search, or Email. Experience with identity resolution, audience onboarding, household targeting, and customer data strategies. Familiarity with Marketing Mix Modeling, incrementality testing, and attribution methodologies. Experience in subscription, home services, insurance, retail, telecommunications, or direct-to-consumer businesses. Experience managing annual budgets of $10M+. Physical Role Requirements : Be seated at a computer intermittently for up to eight hours a day. Move up to 10 pounds occasionally, by lifting, carrying, pushing, pulling, or otherwise repositioning objects. Sitting for long periods of time while using office equipment such as computers and phones. Repetitive motions using hands and digits; such as movement of wrists, hands and fingers while picking, pinching and typing during your normal working environment. Minimum Education, Licensure and Professional Certification requirements: Bachelor’s degree required Minimum Experience required (number of years necessary to perform role) : 7+ years of experience required in Direct Mail, Lifecycle Marketing, CRM, Performance Marketing, or related marketing roles. Travel: Occasional travel Other/State Specific This role pays a base salary between $100,000 and $125,000 per annum, and your actual base pay will depend on your skills, qualifications, responsibilities, experience, and location. At Frontdoor certain roles are eligible for additional rewards and incentives. Speak directly to your recruiter to learn more. Our approach to benefits is holistic, and includes health, wellbeing and financial components including: insurance for medical/pharmacy, dental, vision, life, and disability, weight loss and smoking cessation programs, matching 401(k) and ability to participate in our employee stock purchase plan. Learn more about benefits (https://frontdoor.jobs/benefits/) at Frontdoor.