Senior Manager, Lifecycle Marketing

Who We Are

The Farmer’s Dog is the fastest growing pet health service company in the US, and was born from a mission to change the landscape of pet health, providing dogs and their humans with honest, smart, and simple care – a fresh proposition in an industry riddled with manipulative and misleading marketing. We’re starting by radically improving the $100 billion pet food market, replacing bulk bags of highly-processed pellets with a personalized subscription service that sends healthy, freshly-made dog food, balanced by top veterinary nutritionists, directly to customers’ doors. Our ultimate goal is to create innovative, honest, and delightful experiences across all aspects of pet care, and we believe our direct-to-consumer business model, holistic approach to growth, and dynamic and forward-thinking culture uniquely position us to shepherd this backwards industry into the future. 

To date, The Farmer’s Dog has delivered hundreds of millions of meals nationwide and raised over $150M in funding to help us build a company as healthy as the dogs who are eating those meals. Join us as we continue to develop ways of bringing peace of mind to our customers, health to their companions, and much-needed change to the way people feed and care for their pets.

#LongLiveDogs

What We Stand For and Where You’ll Come In

We have big ambitions, our mission is to give dog lovers true peace of mind by helping them do the best for their dogs – this will require us to completely reimagine how we care for our dogs and drive meaningful shifts in an industry that is desperate for change. We don’t believe this is possible by implementing “best practices” or operating how the rest of the industry operates. 

That’s why we’re looking for a highly analytical and principles-driven Lifecycle & CRM Manager to holistically improve key moments in our customer experience. Reporting into our Director of Retention & Customer Lifecycle, your job will be to use any and all of the resources available to you (internal groups, data, operational levers, tools, etc.) to improve the customer experience and drive life-long retention. You’ll have the opportunity to take the foundation we have in place today and evolve it to deliver on our customer promise to turn unconditional love into uncomplicated care. 

What do we believe is important to achieve those goals?  

One Team: We don’t think of ourselves as “CRM Marketers”, “Engineers”, “Data Analysts”, or “Product Managers”. Beyond denoting skill sets and areas of expertise, we don’t think departments matter. We’d rather align ourselves to the goals we’re working to achieve and make sure we have necessary subject matter expertise to drive meaningful impact. We strive to orient ourselves around customer problems TOGETHER – getting the right people, with the right context, in the right rooms/Zooms to solve problems holistically. 

Where you’ll come in: Work with the TEAM to identify and solve problems, obsess over operational excellence – always working to improve our process, feedback loops, and organizational interfaces. Inspire groups with diverse skill sets to work together efficiently to change paradigms in pet health. 

We Love Our Customers: Many companies claim to be “customer first” or “customer obsessed”, but in reality it’s surface level proclamations where the first question is typically “what’s in it for us?” not “what can we do for our customers?”. At The Farmer’s Dog, we believe this is a false choice, what’s good for our customers and their dogs can and should also help us build a healthy business. To that end, we talk to customers every day – we sit in interviews, shadow customer service agents, use our own product, and use every form of data available to us to inform ways to improve our customers’ experience.

Where you’ll come in: Uplevel our customer decision making. Continue to foster a culture and develop a talent for routinely making excellent decisions on behalf of our customers and the business. 

We Execute For Impact: We don’t subscribe to “best practices” or “industry KPIs”. We’re uninterested in how we compare to “benchmarks”; instead we orient ourselves around being the best we can possibly be. Similarly, we don’t subscribe to rigid or classical expectations of roles – our CRM group can write software requirements, our engineers recommend and implement changes to the customer lifecycle, our data analysts talk to customers and so on. We don’t ask ourselves, “what  am I supposed to be working on today?”, we ask ourselves “what can I do today to have the biggest impact on our customers possible?”.

Where you’ll come in: Meaningfully improve customer retention. Use every resource, touchpoint, and opportunity available to you and the Team to meaningfully improve our customers’ lives and build a healthy business that will stand the test of time. 

We Are Focused and Work Without Assumption: We are not beholden to ideas. We have goals and believe everything beyond that is a series of hypotheses to validate. To that end, we seek to work in sequence and not in parallel. We constantly ask ourselves, “what’s the most important hypothesis I should be working on right now? How do I confirm or reject that hypothesis as fast as possible?”. We rarely have timelines/deadlines and are constantly taking in new information and adjusting our priorities accordingly. We don’t expect to be perfect the first time.

Where you’ll come in: Prioritize your time for impact. Create the right touchpoints, feedback loops, organizational interfaces to make impactful decisions quickly.  Create a culture that thrives in delivering value and iterations on a daily basis.

How You'll Make An Impact

• Drive TFD’s lifecycle strategy -- implementing high-impact initiatives across the customer lifecycle that focus on retention and revenue generation.
• Partner with departments across the business to deeply understand our customers and use those insights to launch relevant longitudinal experiments that improve dogs’ lives.
• Develop a deep understanding of challenges/areas of opportunity in the customer decision making journey through quantitative and qualitative data; translate complex business questions into concrete learning objectives and data solutions.
• Work closely with our Data, Engineering and Product groups to understand our customer’s experiences and identify what, when and how we can improve communication to our customers.
• Own strategy for winback and churned customers from top to bottom, work directly with our Treats group on new product launches and add on strategy
• Run the campaign deployment process to ensure impactful campaigns launch smoothly (and mistake free!).
• Partner closely with our Customer Experience (CX) department to bring to bear lifecycle automation to improve customer and agent experience, as well as identify growth opportunities within conversations and responses.

We're Excited About You Because

• You have at least 8 years of experience working in CRM/Customer Lifecycle with a demonstrated history of taking ownership beyond ‘just’ what is communicated to customers through channels like email, SMS, and push. You should have experience in direct ownership of the end-to-end customer experience and a history of driving key output metrics like reorder rates, lifetime value, etc.
• You have strong analytical skills and a consistent track record of working with data to drive email campaign conceptualization and business results. Bonus points for Looker and/or data transformation experience.
• You have excellent communication (written and verbal) skills, the highest attention to detail and ability to communicate clearly and productively to drive business results and improve the customer experience.
• You love the idea of being given the keys to an incredibly robust segmentation/personalization engine is incredibly exciting -- you probably already have ideas about what you’d like to implement.
• You're an expert in email & SMS automation. Bonus points for experience with CDPs like Simon Data, Iterable, Optimove, etc. Working knowledge of SQL is a plus.
• You have a solid understanding of HTML, Java-based template languages (Jinja, Django, ESP-specific, etc.).
• You are able to thrive in a fast-paced and ambiguous environment, are naturally curious and proactive self-starter, constantly on the lookout for new opportunities and solutions
• You have strong thought leadership, and business partnering skills at all organizational levels, with an ability to manage tight timelines and shifting priorities. You are an owner, have excellent problem-solving skills and can prioritize tasks effectively.
• Bonus points for deep winback experience!
• You love dogs

About The Growth Team 

We have five principles that describe our approach:

• Holistic thinking: We know that nothing exists in a silo.
• Disciplined prioritization: We need to bring perspective, clarity and guidance to the team.
• Data-driven decision-making: We use first principles and are skeptical. We establish context.
• Proactive collaboration: We build vast common knowledge and encourage synchronous, streamlined work from our colleagues and diversity in problem-solving.
• Execute for impact: We are responsible for the growth of the business and the perception of our brand. We are resilient, accountable and relentless.

Office Guidelines

The office is open and available for all Monday through Friday. We ask all team members to be in office a minimum of 2 - 3 days a week to build a collaborative and invested environment to foster our unique in-person culture we are proud to have. This office policy is subject to change at company discretion.

Our DEI Philosophy:

Our company’s mission is rooted in deep, genuine care for dogs – and for the people who love them. As an organization we are full of individuals who are unique in many ways, but all united in a mission of providing true peace of mind to dog lovers everywhere. Fixing this industry and improving the lives of pets and their people will be a difficult, decades-long endeavor. We believe the best use of our time, energy, and resources as a collective team is to focus on this mission, and on supporting our team to do their best work and be their best selves. In support of this we’re committed to hiring and supporting a diverse workforce, and investing in internal structures, opportunities, hiring/promotions processes, and training that create and sustain an inclusive team. We strive to provide an experience at TFD that will be invested, meaningful and memorable as we progress on the journey to reimagine how we feed and care for our pets.

A Few of Our Best Benefits

• Dog-friendly office in Greenwich Village
• Market-competitive compensation and equity packages
• Comprehensive Healthcare, Dental, and Vision
• Company supported mental health benefits
• 12 week paid parental leave
• Competitive 401k plan with company match
• Flexible PTO 
• Discounted fresh food for your pup
• Your pet interrupting video calls (and in-person meetings) is now a feature, not a bug

We commit to building a competitive compensation package and company environment for all individuals to thrive. We believe in competitive base compensation rooted in location specific market data and performance along with equity ownership in the company that allows every team member to build their personal wealth as the company grows, just as much as we believe in fostering a culture that supports our team members personally, professionally, and holistically. For this role the anticipated hiring base compensation range is $140,000 - $160,000 USD Annual and the compensation offered will include a robust market competitive package of base and equity. In addition to your base compensation offer you will also receive equity ownership in the company. More information about the value of this equity will be shared at the time of offer. This range is representative of NYC Market Data if you are applying to this role outside of the NYC area the range may change.

Equal Employment Opportunity Statement

The Farmer's Dog, Inc. is an equal employment opportunity employer and does not discriminate in hiring on the basis of sex, gender identity, sexual orientation, race, color, religion, creed, national origin, physical or mental disability, protected veteran status or any other legally protected characteristic or status. For more information, please visit Know Your Rights