Email Retention & Marketing Manager

About the role:You are responsible for owning the planning, coordination and execution of Sable Bebe's marketingacross strategy, campaigns, product launches, CRM, content, social, influencers, partnerships andbrand. This role takes genuine ownership of the marketing function and removes day-to-daymarketing management and coordination from the Director.You take the broader commercial and growth direction set by the Director and independently turn itinto a marketing strategy, campaign plan, priorities and execution plan. You work closely with theDirector on growth and paid media priorities, and with the Ecommerce & Digital ExperienceManager on ecommerce, customer behaviour, product and retention opportunities.This is a senior, hands-on role. You move between strategy and execution, proactively identifyopportunities, create clear plans, lead the marketing team and deliver outcomes without relying onthe Director to manage the detail.What this role involves:Marketing Strategy & Planning• Develop and execute the annual and quarterly marketing strategy aligned with business andcommercial objectives• Own the marketing calendar including product launches, promotions, brand and seasonalcampaigns, collaborations and partnerships• Develop integrated marketing plans across CRM, content, social, influencers, partnershipsand paid creative requirements• Identify growth opportunities through customer insights, competitor research, markettrends and campaign performance• Translate broader business and commercial objectives set by the Director into clearmarketing plans, priorities, timelines and deliverables• Bring proactive marketing recommendations and opportunities to the Director rather thanwaiting to be told what to do• Create clarity and direction for the marketing function rather than relying on the Director tobuild the planCRM, Klaviyo & Retention• Own Sable Bebe's CRM, email and SMS marketing strategy end to end• Manage the Klaviyo account hands-on, including the EDM and SMS campaign calendar• Plan and send approximately three email campaigns per week where appropriate, in linewith the marketing calendar• Build, maintain and continually optimise automated flows, sign-up forms and lifecyclecampaignsCreate, test and refine customer segments to improve targeting and relevance• Run A/B testing across subject lines, offers, messaging, timing, segments and campaignformats• Drive repeat purchase, retention and customer lifetime value through structured lifecyclemarketing• Report on CRM performance and continually identify opportunities to improve resultsCampaigns & Product Launches• Lead the planning, coordination and execution of integrated marketing campaigns andproduct launches• Develop go-to-market strategy, positioning, messaging, offers and customer communicationfor each launch and campaign• Create and manage all campaign, promotion and launch projects in Asana with clear tasks,owners, timelines, deliverables and deadlines• Coordinate CRM, social, content, influencers, creators, partnerships, ecommercerequirements and paid creative requirements into a single plan• Set creative and shoot requirements for launches and campaigns, including ecommerceimagery needs• Work with the Ecommerce & Digital Experience Manager to align marketing activity withproduct, inventory and website readiness• Conduct post-campaign and post-launch analysis and apply the learnings to future activityContent, Social & Brand• Own the overall content strategy, organic social strategy and brand messaging for SableBebe• Set content themes, campaign storytelling, creative direction and social priorities• Maintain a consistent Sable Bebe brand voice across all marketing touchpoints• Set the approval structure for content and provide clear briefs and direction to the team• Direct the Creative & Marketing Coordinator and the Socials, Content & CommunityAssistant on the content required and why• Review content and social performance and use the learnings to improve strategyInfluencers, Creators & Partnerships• Own the influencer, creator, ambassador and affiliate strategy and direction• Define creator profiles, gifting and seeding priorities and long-term ambassador andpartnership opportunities• Provide direction on outreach, briefs, deliverables and relationship management• Identify brand collaborations and partnerships that suit Sable Bebe's audience andcommercial objectives• Ensure influencer and creator content supports both organic marketing and paid creative• Review influencer, affiliate and partnership performance and use the learnings to improvethe program• Direct the Creative & Marketing Coordinator, who carries out much of the hands-oncoordination and executionInfluencers, Creators & Partnerships• Own the influencer, creator, ambassador and affiliate strategy and direction• Define creator profiles, gifting and seeding priorities and long-term ambassador andpartnership opportunities• Provide direction on outreach, briefs, deliverables and relationship management• Identify brand collaborations and partnerships that suit Sable Bebe's audience andcommercial objectives• Ensure influencer and creator content supports both organic marketing and paidcreative• Review influencer, affiliate and partnership performance and use the learnings toimprove the program• Direct the Creative & Marketing Coordinator, who carries out much of the hands-oncoordination and executionPaid Creative & Growth Collaboration• Work closely with the Director on paid performance, using paid learnings to informmarketing and creative strategy.• Understand Meta creative performance and identify winning messages, hooks, products andformats• Translate campaign priorities into clear creative briefs and ensure sufficient creative volumeand diversity• Coordinate UGC and in-house paid creative with the Creative & Marketing Coordinator• Oversee, write and review ad copy for in-house and creator-led paid creative• Coordinate the upload and refresh of approved UGC and in-house creative across Metawhere appropriate• Manage and refresh Google creative assets and copy, including updates for promotions andnew releases• Paid media strategy, media buying, budgets, budget allocation and scaling decisions remainwith the DirectorMarketing Performance & Commercial Insight• Report on performance across CRM, campaigns, social, content, influencers andpartnerships• Understand key commercial and growth metrics including revenue, MER, ROAS, conversionrate, AOV, repeat purchase, retention and customer acquisition• Work with the Ecommerce & Digital Experience Manager on ecommerce, customer andproduct insights• Use data and campaign learnings to set marketing priorities and shape future activity• Provide the Director with clear recommendations and actions, not simply reporting numbersTeam Leadership & Development• Lead the day-to-day marketing team, setting clear direction, priorities, deadlines andaccountability• Establish clear approval processes and ways of working across the marketing function• Coach and develop junior team members, including building the Creative & MarketingCoordinator's broader marketing capability• Manage performance and run regular marketing planning, workflow and performancemeetings• Encourage initiative while ensuring agreed processes are followed• Reduce the need for the Director to manage junior marketing staff day to dayPeople & Collaboration• Report directly to and work closely with the Director• Work closely with the Ecommerce & Digital Experience Manager across ecommerce, CRO,customer insights, retention, product development and inventory planning, without takingover these responsibilities• Lead and provide day-to-day direction to the Creative & Marketing Coordinator, who ownshands-on creative and marketing production including static and video ads, campaign andsocial assets, packaging, swing tags, print assets, ecommerce imagery, shot lists, imageediting, blogs and influencer coordination• Lead and provide direction, priorities, briefs and approvals to the Socials, Content &Community Assistant, who executes organic social, daily content, community engagementand content capturePotential to manage additional creative and marketing direct reports as the business growsAbout you:• 5+ years marketing experience, ideally in DTC ecommerce, consumer, lifestyle, fashion,beauty, baby or retail• Strong hands-on Klaviyo experience, capable of working inside the account rather thanmanaging an agency• Proven integrated campaign and product launch experience• Strong understanding of ecommerce marketing, CRM and lifecycle marketing• Good understanding of content, social and influencer marketing with strong creativejudgement• Commercially minded and data literate, comfortable working with revenue, MER, ROAS andretention metrics• Strong project management skills and highly organised• Experience leading and developing junior marketers• Proactive, a strong communicator and comfortable making decisions• Comfortable in a fast-moving, founder-led business and able to balance strategy andexecution• Meta Ads Manager and performance marketing knowledge is desirable, but specialist mediabuying is not required