Head of Retention

at  Oh Polly

ABOUT OH POLLY

Founded in 2015, Oh Polly is a fast-growing, social first fashion brand that creates trend driven, high quality premium products. With a focus on innovation, global responsibility, and ethics. We’ve built a combined social following of over 10 million across our brands, including Bo+Tee; our activewear line. Operating across multiple global offices, we are a dynamic team offering ambitious individuals the chance to thrive, grow, and take their careers to the next level.

SKILLS & REQUIREMENTS

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• Experience: 8+ years in retention marketing, CRM, or lifecycle marketing, with at least 3 years in a leadership role within a D2C brand, preferably in fashion or e-commerce.

• Analytical Skills: Advanced proficiency in analytics tools (Google Analytics, Tableau, CRM platforms) and experience working with customer data to inform decisions.
• CRM Expertise: Deep understanding of CRM systems and tools, with a strong track record in managing successful email, SMS, and loyalty programs.
• Customer-Centric Mindset: A strategic thinker with a deep understanding of the customer journey and

THE ROLE:

As the Head of Retention, you will be responsible for building and executing a robust customer retention strategy that increases customer lifetime value, enhances loyalty, and optimizes customer journeys. This role involves leading the retention team and working collaboratively with senior leadership and cross-functional teams to drive revenue through customer-focused initiatives, including email marketing, CRM, loyalty programs, and personalised customer experiences across multiple channels.

KEY RESPONSIBILITIES

• Retention Strategy Development: Design and implement a comprehensive retention strategy across CRM, loyalty, email marketing, SMS, and other channels to boost customer engagement and lifetime value.
• Team Leadership: Manage and mentor the retention team, fostering a data-driven and customer-focused environment. Ensure alignment with broader marketing and business objectives.
• Customer Lifecycle Management: Map and optimise the customer journey from onboarding to loyalty, identifying touchpoints and tactics that enhance engagement, repeat purchases, and brand loyalty.
• Data and Analytics: Develop and oversee the retention analytics framework, leveraging data to measure success, uncover insights, and inform strategic decisions.
• Cross-functional Collaboration: Work closely with digital marketing, creative, product, and e-commerce teams to ensure a seamless experience across all customer touchpoints.
• Loyalty Programs: Design, launch, and optimise loyalty programs that incentivize repeat purchases and enhance the customer experience.
• Personalization and Segmentation: Implement advanced segmentation strategies and personalize communications based on customer behavior, preferences, and purchasing patterns.
• Campaign Execution: Oversee end-to-end execution of retention campaigns, including email, SMS, and in-app messaging, ensuring messaging is timely, relevant, and impactful.
• A/B Testing and Optimization: Develop and implement testing methodologies to improve retention tactics and optimise key metrics, such as repeat purchase rates and average order value.
• Stay Current with Trends: Monitor industry trends and competitor strategies in retention and CRM, identifying new opportunities to enhance Oh Polly’s retention initiatives.