At Mia Aesthetics, we are not just leading the way in plastic surgery—we're redefining it.
Our goal is simple: to ensure everyone has access to the highest quality plastic surgery without the premium price tag. With an elite team of plastic surgeons across the U.S. and a family of over 100,000 satisfied patients, we're on a mission to make beauty accessible to all.
Be a part of a team transforming lives and supporting dreams every day!
Position Overview:
The Director of Lifecycle Marketing will lead the development and execution of innovative, breakthrough and data-driven retention strategies to drive loyalty/retention, sales growth, and brand advocacy. This person will have a customer-first mindset, with a deep understanding of the end-to-end customer journey and will be responsible for understanding who our customer is, what drives their behavior, and how best to turn a customer into a passionate brand advocate.
This role will be responsible for developing and implementing strategies around communication, loyalty, and lifecycle marketing, including welcome, trigger and post-purchase follow-ups to re-engagement campaigns, as well as cross channel retention strategies. This will include creating strategies and execution in the following channels: email, SMS, direct mail, as well as conceiving and executing a customer loyalty program. The Director of Lifecycle Marketing will design and drive the strategy of a unique loyalty program that drives growth, engagement, and retention of our customers.
We are looking for a collaborative, analytical, and customer-centric thinker who leads cross-functional teams, harnesses customer data insights, and employs retention marketing techniques to craft tailored, impactful strategies. This role will embody our player-coach culture, taking on a dynamic role that combines hands-on contributions to projects and teams with leadership and coaching responsibilities. This is a new role to the organization which will help shape the future of Mia Aesthetics’ customer journey.
Responsibilities
Retention Strategy and Email Marketing: Develop and implement a comprehensive, best-in-class retention strategy with a primary focus on email marketing campaigns to engage, retain, and nurture existing customers.
Customer Lifecycle Management: Create and manage customer journeys to maximize customer lifetime value, from onboarding and post-purchase follow-ups to re-engagement campaigns, as well as cross channel retention strategies.
Segmentation & Personalization: Drive new strategy for personalization within the jewelry category and manage segmentation of customer files to drive retargeting in digital channels.
Email Campaign Development: Lead the planning, execution, and optimization of email marketing campaigns, including segmentation, increased personalization, content creation, and automation.
Innovation & Testing: Develop testing roadmap to experiment with different email elements, such as subject lines, content, images, calls to action, timing, automation, and frequency through A/B testing. Stay updated on industry trends, competitive strategies, email marketing best practices, and emerging technologies to drive innovation in customer retention strategies.
Customer Advocacy: Architect customer-first communications (e.g., email trigger flows, overlays, SMS, post-purchase, etc.) based on insights and deep understanding of customer journeys.
Customer Insights: Develop a deep understanding of our customer through data analysis and extracting insights on acquisition sources, order patterns, cohort behavior, and churn. Partner with the Analytics team to find actionable insights, including surveys and focus groups. Collect and analyze customer feedback, identifying opportunities to enhance the overall customer experience through email marketing initiatives.
Data Analysis and Insights: Utilize data analytics to track email campaign performance, customer behavior, and ROI, making data-driven decisions for continuous improvement. Define key metrics for retention success, develop dashboards, monitor and report regularly to leadership. Monitor key email metrics like open rates, click-through rates, conversion rates, and unsubscribe rates.
High Quality Outputs: Establish QA processes, analytics and performance monitoring practice to make data driven decisions.
Manage vendor/partner relationships to ensure accountability and strategic alignment. This includes engaging in re-negotiation and RFP process to ensure optimal partnership.
Team Leadership: Lead, mentor, and develop a team of retention and email marketing professionals, fostering a culture of innovation and customer-centricity. Continue to elevate internal processes including QA, reporting, cross-channel communication.
Qualifications
Proven experience (10+ years) in a customer marketing or adjacent role, preferably with background in CRM, customer analytics, retention marketing, marketing or customer strategy, with a strong emphasis on email marketing strategy and execution.
Deep understanding of email marketing best practices, ESPs, and automation tools.
Data-driven decision-maker with continuous desire to analyze and further improve performance
Robust experience in concepting initiatives, managing projects with little direction, and driving measurable results
Experience in developing and delivering loyalty, referrals and rewards programs
Passionate people manager with an emphasis on coaching and development
Excellent communication and interpersonal skills.
A strategic thinker who approaches challenges with thoughtfulness, drive, and appropriate urgency, who works well under pressure and thrives in adapting environments.
Bachelor's degree in Marketing, Business, or a related field (Master's degree preferred)
Employment type
Full-time
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