Director of Retention & Loyalty

at  Knix

Knix is an award-winning intimate apparel and activewear brand that is re-inventing intimates for real life. Through our innovative products and our engaged community, we are empowering people everywhere to be unapologetically free. Launched in 2013, we are one of the fastest-growing intimate apparel brands in North America and are globally recognized as an innovator within the apparel space. We reach over 3 million customers through our online stores, Knix retail locations across North America and channels such as wholesale and Amazon. We are revolutionizing the apparel industry with our best-in-class customer experience, innovative products and brands Knix and Kt by Knix. Come join us if you are looking for a purpose-driven and authentic career!
As the Director of Retention & Loyalty at Knix, you will play a critical role in driving customer loyalty and lifetime value across our brand. Reporting directly to the Chief Marketing Officer (CMO), you will lead the strategy and execution of our customer retention initiatives, including segmentation, loyalty programs, and personalized marketing efforts. Your work will ensure that our customers are satisfied, engaged, and loyal, driving long-term growth and success for Knix. If you have a passion for data-driven strategies and a strong focus on enhancing the customer experience, this role offers the opportunity to make a significant impact in a fast-paced, innovative environment.

QUALIFICATIONS:

• 8+ years of experience in retention marketing, including a proven track record in developing and executing customer retention programs, loyalty programs, customer segmentation, and engagement initiatives.
• Strong people management experience leading high-performing teams.
• Strong analytical skills with proficiency in CRM tools, data analysis platforms (e.g., SQL, Excel), and A/B testing, with experience in using data to drive retention strategies.
• A background in e-commerce or retail, preferably within the fashion or apparel industry, with a solid understanding of online consumer behaviour and sales funnel optimization.
• Experience in leading and mentoring a team, with the ability to collaborate effectively across marketing, sales, and product teams.
• A customer-centric mindset with a strong focus on enhancing the customer experience, supported by experience in customer journey mapping and personalized marketing strategies.
• Familiarity with marketing automation tools and CRM systems (e.g., Klayvio, Segment, Attentive), and knowledge of email marketing platforms and campaign management.
• A logical thinker who is detail-oriented, with a can-do attitude, capable of working across the organization to drive results and move the business forward.
• An entrepreneurial spirit that aligns with the company’s values of resourcefulness, humility, and a collaborative team approach.

• Define and own goals, objectives, KPIs, and monthly budget and revenue forecasts while monitoring and achieving targets on a monthly, quarterly, and annual basis.
• Provide strong leadership and development to an existing team of Managers, Leads and Coordinators
• Undertake comprehensive customer journey mapping and work cross-functionally to implement solutions, improvements, and new strategies to optimize AOV, increase LTV, and expand the customer base.
• Lead and collaborate with the data team to perform customer segmentation analytics (behavioural, attitudinal, demographic) and develop a strategic segmentation approach within our customer base.
• Leverage deep analytical skills to analyze and predict customer cohorts by channel and geography, using data-driven insights to shape retention strategies.
• Oversee customer communications through complex behaviour flows via email and SMS while managing and enhancing retention efforts.
• Collaborate closely with the digital product team to build the right technology, programs, and features that support LTV enhancement.
• Monitor and optimize email and other campaign performances, making data-driven adjustments for maximum impact.
• Take a proactive approach to data exploration and opportunity identification to build new programs and initiatives, including new channels.
• Build, launch, and manage a loyalty program that rewards and retains high-value customers and drives upward migration.
• Launch a top-tier referral program and lead a team of customer loyalty, email, and SMS marketers.
• Ensure compliance with GDPR, CSPAM, and other relevant regulations while regularly identifying trends in targeted marketing and CRM strategies to glean insights and drive innovation.
• Drive continuous learning and optimization through experimentation, creative iteration, and testing.