Manager, Lifecycle Marketing - Banana Republic

Gap Inc.•San Francisco, CA

About The Position

Banana Republic is seeking a dynamic, experienced Manager to support the continuous development and optimization of its CRM and retention strategies. The role is part of the CRM Retention marketing team, which focuses on understanding customer behaviors that drive long-term value, loyalty, and engagement, and identifying opportunities for personalization across the customer lifecycle. The Manager owns the lifecycle roadmap and triggered-program portfolio across Email, SMS, and Push, including behavioral triggers, post-purchase and order communications, low-in-stock messages, and loyalty programs. The position prioritizes high-value customer moments, coordinates lifecycle programs across channels and with batch communications, and evaluates program performance through rigorous reporting, testing, and analysis. The role also helps shape customer-level communication strategies, partners with analytics and CRM teams to develop measurable personalization, and leads end-to-end program builds, launches, and quality assurance with internal and external partners. It includes full end-to-end management of the retention Direct Mail program, 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 retail SMS and Push platforms.
Strong analytical skills, including advanced Excel skills and comfort working with large datasets.
Working knowledge of test design and incrementality, with the judgment to distinguish correlation from causation.
Clear, concise written and verbal communication skills, including the ability to explain complex results to senior audiences.
Proven ability to work across teams and navigate a large company.
Customer-focused approach and bias toward action.

Nice To Haves

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

Responsibilities

Own the lifecycle roadmap and triggered-program portfolio across Email, SMS, and Push for Banana Republic Specialty and Factory, with a distinct plan for each customer.
Prioritize high-value customer moments and decide what programs to build, scale, fix, or stop.
Coordinate lifecycle programs across channels so they work together, and partner with batch communications teams to ensure customers receive appropriate messages at appropriate times.
Own program-level performance reporting; diagnose year-over-year and week-over-week changes and explain what is driving performance.
Distinguish efficiency gains from mix shifts and volume effects, and attributed demand from incremental demand.
Reconcile data across sources and validate reporting before it reaches leadership.
Translate results into clear business implications and recommendations for senior leaders.
Build and run a test agenda focused on incrementality, customer-message matching, and productive communication levels.
Interpret test results and recommend whether to scale, modify, or stop programs.
Help shape customer-level communication decisions when customers qualify for multiple communications; evaluate demand, engagement, and file health together.
Work with analytics and CRM partners to develop personalization where it creates measurable value.
Manage program builds, launches, and quality assurance end to end with Digital Production, Brand and Content, Analytics, technology partners, and vendors.
Manage timelines, hold partners accountable, and escalate issues early with recommendations.
Manage the retention Direct Mail program end to end, including audience selection, creative briefing, execution, and measurement of incrementality and ROI.