Manager, Lifecycle Marketing - Banana Republic

The Gap•Folsom, CA

About The Position

Banana Republic is seeking a dynamic, experienced Manager to support and continuously develop and optimize its CRM and retention strategies. This data-driven, customer-focused role is part of the CRM Retention marketing team, which works to understand customer behaviors that drive long-term value, loyalty, and engagement, and to identify opportunities for personalization across the customer lifecycle. The Manager owns the lifecycle roadmap and triggered-program portfolio across Email, SMS, and Push for Banana Republic Specialty and Factory. The role prioritizes high-value customer moments, coordinates lifecycle programs across channels, and partners with batch-communications teams to ensure customers receive appropriate messages. It also owns program-level reporting, performance diagnosis, test planning and recommendations, and contributes to customer-level contact strategy and personalization. The position executes program builds, launches, and quality assurance in partnership with Digital Production, Brand and Content, Analytics, technology, and vendor partners. It also manages the retention Direct Mail program end to end, from audience selection and creative briefing through execution and measurement of incrementality and ROI.

Requirements

Bachelor's degree.
At least 5 years of experience in lifecycle, CRM, or retention marketing.
Hands-on experience owning triggered or lifecycle programs in an email service provider or marketing automation platform, as well as SMS and Push platforms for retail.
Strong analytical skills, including advanced Excel skills and comfort working with large datasets.
Working knowledge of test design and incrementality, and the judgment to distinguish correlation from causation.
Clear, concise written and verbal communication, including the ability to simplify complex results for senior audiences.
Proven ability to work across teams and navigate a large company.
Customer-obsessed approach and bias toward action.

Nice To Haves

Experience in retail or e-commerce.
SQL.
Adobe Analytics.

Responsibilities

Own the lifecycle roadmap and triggered-program portfolio across Email, SMS, and Push, including behavioral triggers, post-purchase and order communications, low-in-stock messaging, and loyalty programs across Banana Republic Specialty and Factory.
Prioritize high-value customer moments and decide which programs to build, scale, fix, or stop.
Coordinate lifecycle programs across Email, SMS, and Push, and partner with batch-communications teams so communications complement one another.
Own program-level performance reporting; diagnose year-over-year and week-over-week changes and distinguish efficiency gains from mix shifts, volume effects, attributed demand, and incremental demand.
Reconcile data across sources and validate figures before sharing them with leadership.
Translate performance results into clear business implications for senior leaders, including what happened, why it matters, and recommended actions.
Build and run a testing agenda focused on incrementality, customer-message fit, and productive communication volume; interpret results and recommend whether to scale, modify, or stop programs.
Help shape customer-level communication decisions when customers qualify for multiple messages, evaluating demand, engagement, and file health together.
Partner with analytics and CRM teams to deepen personalization where it creates measurable value.
Manage program builds, launches, and quality assurance end to end with Digital Production, Brand and Content, Analytics, and technology and vendor partners.
Manage timelines, hold partners accountable, and escalate issues early with a recommendation.
Manage the retention Direct Mail program end to end, including audience selection, creative briefing, execution, and measurement of incrementality and ROI.