Location

The team is working remotely at this time but this role is located at The Sill’s headquarters in New York City. Candidates will need to be based in New York City, along with the rest of the team, at a to-be-determined date. 

Role Description

This role reports to the VP, Marketing. As Director of Lifecycle Marketing, you’ll combine analytical rigor with emotional intuition to deliver on a customer acquisition and retention strategy that ensures we’re delivering the right message, in the right channels, at the right time. To make this happen, you’ll develop a strong understanding of The Sill’s business and continuously assess all facets of the customer journey, ensuring growth is derived from optimization and efficiency, before scaling spend. 

You will oversee the brand’s full funnel marketing efforts, with a focus on:

1) driving cost-effective campaigns across online and offline channels, including: programmatic display, paid social, retargeting, affiliates, SEM, SEO, content distribution, email, SMS, direct mail and streaming video/podcasts 

2) understanding the LTV of various customer segments to build retention campaigns that keep customers engaged post-purchase and strengthen brand loyalty

As a result, this role is an opportunity to drive both growth and retention marketing for a consumer-loved brand and financially healthy start-up. We’re looking for a strong leader with an innovative mindset - one who will instill a customer-insights and data-obsessed culture within the team and throughout the organization. Our goal is to turn customers into brand evangelists. 

Overall Areas of Responsibility

• Create The Sill’s go-forward lifecycle marketing roadmap in partnership with The Sill’s Performance Marketing Manager - determine the optimal channel mix and budget allocation for all acquisition & retention campaigns via data-driven customer segmentation
• Define customer personas and audience segments, map buyer journeys, and lay out strategies to engage with the right content at moments that matter
• Partner with Brand, Creative and Merchandising to build full-funnel campaigns that appeal to our target customers segments, blending creativity and analytics to take a results-oriented, metrics-driven approach to campaign management
• Manage a multi-million dollar annual budget while achieving relevant company KPIs (revenue, CAC, LTV/CAC, ROAS, % new customers, repeat rate)
• Think outside of the box about innovative, non-traditional acquisition and retention strategies that are uniquely suited for The Sill and nurture these strategies with a disciplined test, measure and scale process

Acquisition

• Set the brand’s paid media strategy - leaning on experience in attribution modeling to inform channel investment and assess spend efficacy - with our agency to meet company KPI’s while regularly evaluating agency performance
• Partner with our VP, Marketing to ensure Customer Insights inform audience selection and in turn, leverage analytics to understand The Sill’s customer base and socialize learnings throughout the organization
• Analyze paid media campaigns to ensure resonance with customers, deliverance on KPI’s and team discussion to cultivate a culture of continuous improvement and insight-based decision making 
• Lead budgeting and monthly revenue forecasts with Finance, ensuring a deep understanding of marketing’s relationship to overall financials 

Retention

• Develop a deep understanding of LTV to deliver on a short and long-term roadmap for customer engagement and retention - determining areas of strength, weakness and opportunity - to meet company KPI’s 
• Lead the Performance Marketing Manager in optimizing current email & SMS retention channel programs through best-in-class content marketing and segmentation 
• Analyze retention channel programs weekly to ensure resonance with customers & deliverance on associated targets, partnering with Finance for a continual feedback loop
• Assess our drip marketing metrics and customer experience monthly to optimize and increase performance against key KPI’s
• Work closely with our Engineering team to impact the prioritization of the tech, data science and product roadmaps for marketing related initiatives

Qualifications & Key Traits

• 8+ years in an eCommerce lifecycle marketing role, specifically a mix of customer acquisition, segmentation, engagement, retention, and journey mapping in the DTC space. Experience in search is a plus.
• 4+ years experience managing, mentoring and growing a team
• 4+ years experience managing digital agencies & growing accounts
• A proven track record of efficient growth in rapidly-scaling environments, and experience both bootstrapping and managing an annual multi-million dollar budget
• Command of marketing technology and data analytics, including mastery of Google Analytics, Business Intelligence Tools, Customer Data Platforms (Segmentation), Excel and Data Visualization Tools
• You are a proven leader with exceptional project management skills and the ability to motivate cross functional teams.
• You are capable and willing to execute both strategically and tactically, and easily transition between macro- and micro-level thoughts, while managing multiple projects simultaneously. 

Benefits

• Company contribution to medical and dental 
• Company paid short term disability 
• Company paid life insurance 
• Unlimited discretionary time off 
• Company paid parental leave 
• Access to vision, 401k, long term disability and discounted gym memberships 
• Access to commuter benefits, HSA and other tax advantages 
• Company cell phone or stipend provided

About The Sill

The Sill is the first digitally native, direct-to-consumer plant brand. Our mission is to bridge the gap between people and plants, because Plants Make People Happy. Founded in 2012, The Sill is Series A funded and headquartered in New York City’s Seaport District. We ship potted plants nationwide from TheSill.com and have planted The Sill brick-and-mortar stores in New York City, Los Angeles, and San Francisco. Learn more at www.thesill.com.

Our Core Values

1. CUSTOMER HAPPINESS why we exist
   • We place the quality of the customer experience at the core of all we do. 
   • We act in the service of our promise: Plants Make People Happy.
2. ALWAYS A STARTUP even when we get big
   • We are excited to tackle big problems and change the world. 
   • We lead before we follow. 
   • We pride ourselves on achieving a lot with a little. 
   • We are optimistic, and have a can-do attitude. 
   • We are committed to the brand vision.
3. GROWTH just like our plant.
   • We are individually focused on learning and leveling up. 
   • We seek out feedback and expect radical candor.
   • We take risks and we’re not afraid to invent, innovate, or flat out fail*. 
   • We are open minded and welcome diversity — of people and ideas. 
   • And when the time is right, we give away our legos.                                                                                *so long as we learn from the experience
4. TEAM BEFORE ME
   • We are all responsible for The Sill’s success.
   • We hold ourselves accountable. 
   • What we take on, we own until it is completed. 
   • We bring up issues quickly and professionally, and have tough conversations respectfully. 
   • We only get there together.
5. THE GOLD STANDARD
   • We are rigorous in our work. 
   • We don’t accept inaccuracy or indecisiveness. 
   • We back up our actions with data, facts, and expertise. 
   • We communicate clearly and follow processes. 
   • We take time to understand the implications of our actions by thinking things through to the end.