Job Title: Director of Customer Retention & Lifecycle Marketing

Job Level: Senior Level

Job Type: Full-Time, Exempt

Job Location: Cotopaxi HQ: Salt Lake City, Utah (Remote or Hybrid)
Eligible for remote work in California, Colorado, Georgia, Idaho, Kentucky, Massachusetts, Minnesota, Montana, New Hampshire, New Mexico, New York, Ohio, Oregon, Tennessee, Texas, Utah, Washington or Wyoming.

Job Compensation: $120-150k plus annual bonus potential and equity.

About Cotopaxi:

Cotopaxi is a B Corporation that makes adventure travel gear to empower people to see the world and make it better. Our Gear for Good^Ⓡ promise is to make our products as ethically, sustainably, and durably as possible, while having a positive social, environmental, and economic impact. We dedicate 1% of revenue to the Cotopaxi Foundation, which supports nonprofit partners with proven track records of alleviating poverty. Through our Foundation to date, we have helped more than 4.25 million individuals experiencing extreme poverty. For more information, visit www.cotopaxi.com.

Cotopaxi is a company that values people, innovation, and adventure and our work environment reflects just that. Whether you are working from one of our retail stores, our headquarters, your couch at home, or even your van in the woods, you’ll feel the camaraderie of our amazing team of visionaries, builders and go-getters. We are a team of adventurous, mission-driven people looking to prove that business CAN be a force for good.

Job Overview (What You’ll Do):

As a pivotal member of our eCommerce and digital brand team, the Director of Customer Retention and Lifecycle Marketing will play a strategic role in nurturing customer retention, driving purchase frequency and profitable revenue growth, and maximizing customer lifetime value.

The ideal candidate is a dynamic, self-motivated and highly collaborative individual who has a proven track record of leveraging data and technology to develop consumer insights that influence multi-channel brand go-to-market strategies. This individual must have a deep understanding of customer retention and loyalty best practices and be able to increase lifetime value with compelling campaigns and both cash and non-cash incentives.

Reporting directly to the Vice President of eCommerce, this leadership position requires a blend of analytical prowess, strategic vision, and hands-on execution to create retention strategies and programs that maximize revenue from our existing customer base. This individual will lead a small and growing team of retention marketers and will collaborate closely with cross-functional teams including Brand Marketing, Creative Services, Product Design and Development, Merchandising, Engineering, and Finance.

Job Responsibilities (How You’ll Do It):

Customer Retention Strategy:

• Drive overall customer retention strategy including: establishing program goals, building performance tracking dashboards, leading campaigns from inception to execution, and optimizing campaigns that reach, engage and change the behaviors of new and existing customers across digital platforms.
• Provide strategic thought leadership to stakeholders on audience segmentation, lifecycle management, and LTV accretion.
• Continuously monitor customer retention leading and lagging metrics, analyze trends, and refine strategies to improve customer retention rates and LTV.
• Forecast and model business opportunities, in collaboration with brand finance, to identify scale, scope, and revenue potential of consumer engagement initiatives.

Lifecycle Marketing:

• Partner with internal teams and external agency team members to lead the design, development and implementation of data-driven lifecycle marketing campaigns to engage customers at every stage of their journey, from acquisition to retention, across all digital platforms (paid social, paid search, paid display, email, SMS, online store, direct mail, etc)..
• Collaborate with cross-functional teams to identify key drivers of customer churn and implement proactive measures to mitigate attrition.
• Leverage customer segmentation and behavioral data to personalize communications and enhance the overall customer experience while driving improvement in customer lifetime value.
• Optimize automated marketing workflows to deliver timely, relevant, and personalized messaging across multiple channels.
• Lead the development and drive the cross-functional execution of iterative test-and-learn campaigns to continually improve the customer experience, drive greater efficiency in marketing spend, and foster customer engagement and loyalty over time.

Customer Analysis and Insights:

• Establish customer lifecycle KPIs, lead program performance reporting and communicate results to leadership including lift and attribution models.
• Utilize analytics techniques to derive actionable insights from customer data, including segmentation, cohort analysis, and predictive modeling.
• Identify patterns, trends, and opportunities within customer behavior to inform strategic decision-making and campaign optimization.
• Collaborate with Dev Ops team and analytics agency to develop reporting dashboards and KPIs for ongoing performance measurement.

The Ideal Candidate (What You Need to Succeed):

• Bachelor's Degree in Marketing, Business Administration, or a related field, or equivalent experience.

• 7+ years of experience in eCommerce, digital marketing, or related fields, with a prior focus on customer retention and lifecycle marketing.
• Proven track record of developing and implementing successful customer retention strategies that drive measurable business results, ideally in a similar industry.
• Experience leading well-integrated paid media campaigns from conception to completion.
• Experience leading a small or cross-functional team to execute retention strategy and tactics.
• Excellent communication and collaboration skills, with the ability to influence cross-functional stakeholders.
• Strategic thinker with a results-oriented mindset and a passion for driving continuous improvement.
• Strong analytical skills and proficiency in data analysis tools such Excel and data visualization platforms.
• Experience with customer segmentation, cohort analysis, and predictive modeling techniques.
• Experience with Bloomreach and Dynamic Yield strongly desired.
• Familiarity with eCommerce platforms, CRM systems, and marketing automation tools.

Job Benefits (The Perks):

We deeply care about our employees and are proud of our commitment and investment in our team. We prioritize wages and benefits and always keep the employee experience in mind as we work to create a quality work-life balance for everyone.

Here is a snapshot of the benefits we provide:

• Medical, dental and vision benefits.
• Company paid basic life insurance.
• Company paid short-term disability coverage.
• Company paid life assistance program, with the election of medical coverage.
• Company paid mental health benefits.
• Company paid volunteer time.
• 401(k) plan with employer match.
• Unlimited responsible PTO.
• In The Wild Time: Dedicated paid time out of your week to spend outdoors.
• 60% off Cotopaxi products.
• Additional outdoor/adventure/lifestyle brand discounts.
• Annual company-wide outings and regular virtual/in-person celebrations.
• A fun, mission and people-first company culture!

As a mission-driven brand, Cotopaxi is not only hyper aware of but also deeply invested in putting people first and paving the way as a humanitarian brand. We welcome, embrace and celebrate all people regardless of gender, age, race, disability, nationality, ethnicity, faith, or sexual orientation. We believe in Doing Good, and how we’re involved with that has no limits.

No matter what experience you have within the outdoor industry we encourage you to apply. At Cotopaxi we believe that experience comes from a variety of places. We look for individuals who thrive on challenges, are passionate about doing good, and believe that collaboration and radical candor are necessary for success. Show us how your experiences have shaped you and how you can contribute to Cotopaxi in our mission to Do Good. We can’t wait for you to share with us your personal story!

Cotopaxi participates in E-Verify and will provide the federal government with your Form I-9 information to confirm that you are authorized to work in the U.S.