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Director of Media & Retention

San Francisco, CA

Clean luxury. Better for you. At Everlane, we believe luxury should be as effortless as it is conscious. We partner with ethical factories, work with premium, sustainably sourced materials, and strive to leave the industry cleaner than we found it. There's still much to do, and we're excited to grow a team of motivated humans ready for the challenge. The journey toward better continues.

The Growth team at Everlane is responsible for acquiring new customers by communicating our brand positioning and product offering in a compelling way. The Director of Media and Retention will lead our paid media program across both brand and performance media, driving customer growth through brand awareness, customer intent and conversion channels by leveraging best practices combined with rigorous customer and data analysis. This Director will focus on improving the effectiveness of our overall customer retention program, including our email & SMS channels.  You will oversee email in partnership with Creative, Merchandising, Analytics and the Engineering teams.   You will be responsible for understanding the overall landscape of the customer file, as well as ensuring the growth and health of that file over time by developing segmentation, content, contact strategies and process improvements.  Additionally, you will identify other opportunities to increase customer retention; this could range from how we manage our best customers to resurrecting lost high value customers or identifying high-value customers attributes to share with our acquisition team.

The right candidate is a self-starter, is comfortable creating test plans, launching new channels, being hands-on with data and experience with optimizing creative content. This is a high exposure, high impact role that will shape the company’s email and retention marketing efforts driving a consistent strategy and approach.  We are looking for someone who can lead our media & retention team as well as manage our agency partners.  In this role, you will be responsible for leading a sizable budget to acquire new customers at scale.

Your day-to-day:

  • Own Everlane’s customer growth engine, drive the strategy behind existing channels, identify and launch new channels that engage our target customer.
  • Build full funnel marketing approach to drive brand awareness, consideration and conversion.
  • Develop strategies for current and new channels including, but not limited to: CTV, video, OOH, social platforms, podcast, DM, search and SEO. 
  • Determine the optimal customer acquisition approach by channel, balancing CAC and customer LTV by product, category, and promotional vehicle.
  • Setting overall direction for mapping and execution of our email & SMS marketing strategy and calendars.  Align strategy with customer segmentation, merchandising calendars, etc.
  • Monitor retention channels to ensure optimized performance around customer engagement and conversion across different customer types.
  • Work closely with Creative and Brand teams on asset development for both performance and awareness campaigns. Develop creative testing plans that leverage best practices and iterate within Brand guidelines.
  • Partner closely with Brand teams and external agency partners to determine optimal media plans for awareness campaigns. Brief creative team on appropriate asset deliverables by channel. 
  • Manage a team of channel leads, guiding them to make informed optimizations and operate at a high level. Integrating performance across the team to support holistic performance that magnifies the individual parts. 
  • Own channel and customer acquisition KPIs, reporting, and presenting to senior management. Consistently push for new investment that supports growth.
  • Grow and develop relationships with our agency partners as well as key platforms. Pending results of an RFP, onboard a new agency partner.   
  • Collaborate with the Data team and external agencies and platforms on all things tracking and measurement. This includes Media Mix Modeling to determine optimal spend allocation across media channels, as well as lift tests to measure channel incrementality.
  • Partner with Product, Engineering, and Site Merch teams on tests to maximize conversion.
  • Stay on the pulse of the ad tech landscape, maintain close relationships with leading tools and platforms, and represent Everlane at industry events

We’d love to hear from you if you have:

  • 10+ years of experience in media and retention including upper funnel and performance marketing preferably in a consumer retail/ecommerce environment
  • Experience building and leading high performing digital and media marketing teams
  • Strategic leadership hiring and leading agency to deliver on brand goals
  • A track record of customer growth across organizations of different sizes and / or industries
  • Ability to analyze data, model channel and customer forecast to identify key opportunities for growth and improvement
  • Strong work ethic, intellectual curiosity, and commitment to continuous improvement
  • Strong understanding of attribution analysis including MMA and incrementality
  • Looker experience is a plus but not required
  • Already a fan of the Everlane

Fine Print:

California resident:  At Everlane, we carefully consider a wide range of compensation factors, including your background and experience. These considerations can cause your compensation to vary. The compensation range for this role is $150,000-$185,000. This range is based on the San Francisco geographic area and the actual pay may vary depending on your skills, qualifications, experience, and geographic location. 

HQ: This is a full-time role based at our San Francisco office headquarters in the Mission neighborhood. Our team is in our beautiful, sunny office Tuesday-Thursday each week.

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