Manager, Apparel CRM
THE ROLE
Peloton’s Apparel Team is seeking a Manager, Apparel CRM to join our growing team. The Apparel Marketing Team oversees the full customer lifecycle of our global apparel business. This position is responsible for consumer profiling (insights and analytics), lifecycle marketing, and segmentation strategy of the Peloton apparel consumer. Duties will include, but may not be limited to the following:
RESPONSIBILITIES
- Partner with Data Science Teams to create consumer reporting – acquisition funneling and retention/lifecycle metrics
- Create better efficiencies within current consumer data flows
- Assess and evaluate customer’s lifetime value, customer acquisition cost, consumer engagement, etc
- Develop consumer profile of Peloton’s global apparel consumer
- Create global consumer acquisition funnels
- Create market specific consumer pyramid/tiering
- Manage segmentation strategy - Use data and creativity to explore and test new segments.
- Identify opportunities for A/B testing in segmentation and messaging in order to optimize and drive improvements to KPIs (first-time sales, repeat sales, and offer redemption)
- Ensure the database/consumer list pulls are segmented effectively for targeted marketing initiatives
- Implement email welcome series and retention email campaigns based on consumer lifecycle
- Implement quarterly business reviews of the Peloton Apparel customer
QUALIFICATIONS
- Minimum 1-2 years experience in related fields: CRM, customer acquisition, or retention marketing
- Experience in using data to solve business problems and drive insights that inform marketing strategy
- Strong grasp of audience segmentation, mapping customer journeys and driving relevant personalization
- Analytical and thoughtful – open to testing new ideas and work towards validating results
- Experience with online/mobile CRM, campaign management tools and other SaaS solutions
- Experience with customer data flows and omnichannel integrations
- Expert knowledge of Google Analytics
- Experience with Simon Data a plus
- Experience with ‘Segment’ a plus
- Experience with Shopify a plus
- Understanding of data privacy and governance policies
- Strong Excel skills
ABOUT PELOTON
Peloton is the largest interactive fitness platform in the world with a loyal community of more than 3 million Members. The company pioneered connected, technology-enabled fitness, and the streaming of immersive, instructor-led boutique classes for its Members anytime, anywhere. Peloton makes fitness entertaining, approachable, effective, and convenient, while fostering social connections that encourage its Members to be the best versions of themselves. An innovator at the nexus of fitness, technology, and media, Peloton has reinvented the fitness industry by developing a first-of-its-kind subscription platform that seamlessly combines the best equipment, proprietary networked software, and world-class streaming digital fitness and wellness content, creating a product that its Members love. The brand’s immersive content is accessible through the Peloton Bike, Peloton Tread, Peloton Bike+, Peloton Tread+, and Peloton App, which allows access to a full slate of fitness classes across disciplines, on any iOS or Android device, Apple TV, Fire TV, Roku TVs, and Chromecast and Android TV. Founded in 2012 and headquartered in New York City, Peloton has a growing number of retail showrooms across the US, UK, Canada and Germany. For more information, visit www.onepeloton.com.