Director Of Retention

POSITION TITLE: Director of Retention
REPORTS TO: Chief Product Officer
LOCATION: Hybrid, 100 University Ave, Toronto, ON M5J 1V6
COMPENSATION RANGE: CAD $120,000-$150,000

Backcountry is looking for a Director of Retention to build and deliver data-driven retention initiatives, reinvent our loyalty program, and enhance the overall customer experience through personalized marketing efforts in order to drive repeat purchase, customer loyalty and long-term value. Our Director requires a special fit, someone that is tactical, scrappy, and embraces a small team environment; we are not a startup, but we operate with that creative and curious mindset. We want you to own Retention, be the in-house expert, and push the team to drive innovation and excellence.
This role is challenging – above and beyond the day-to-day responsibilities, you’ll have a big role within a fast-paced team.

What you get to do every day:
Retention Strategy Development

• Create and implement a comprehensive retention marketing strategy tailored to eCommerce customers.
• Use customer segmentation and behavior data to develop strategies that increase repeat purchase rates and reduce churn.
• Align retention goals with broader business objectives, such as revenue growth and customer lifetime value (CLV).

Lifecycle Marketing

• Design and execute lifecycle marketing campaigns (email, SMS, push notifications, and on-site) to engage customers at key stages (e.g., onboarding, post-purchase, reactivation).
• Develop personalized customer journeys using insights from shopping behavior and purchase history.

Loyalty Program Management

• Build or enhance loyalty programs to incentivize repeat purchases and foster brand advocacy.
• Track and optimize loyalty program performance, ensuring measurable impact on repeat purchase frequency and average order value (AOV).
• Collaborate with Product and UX teams to create seamless loyalty experiences on the eCommerce platform.

Data Analysis and Reporting

• Leverage eCommerce and customer analytics tools to track key metrics like purchase frequency, churn rates, CLV, and campaign ROI.
• Conduct A/B tests to optimize email, SMS, and on-site retention campaigns.
• Provide regular performance reports and actionable insights to leadership.

Customer Insights and Personalization

• Use data to deeply understand customer preferences, behaviors, and pain points.
• Implement advanced personalization strategies across all marketing channels to improve engagement and conversions.
• Stay ahead of eCommerce trends, tools, and technologies to continuously enhance customer experience.

Collaboration and Leadership

• Work closely with eCommerce, Product, and Customer Support teams to ensure a cohesive and customer-centric approach.
• Build, mentor, and manage a team of retention marketers and analysts
• Partner with eCommerce and Paid Marketing teams to align retention efforts with acquisition campaigns and product launches.

Success Metrics:

• Increased repeat purchase rate and average order value (AOV).
• Higher customer lifetime value (CLV).
• Growth in active loyalty program members and engagement.
• Improved customer retention rates and reduced churn.
• ROI from lifecycle marketing campaigns and loyalty initiatives.

What you bring to the role:

• Bachelor’s degree in Marketing, Business, or a related field
• 7+ years of experience in eCommerce retention marketing, with a strong track record of success in customer lifecycle management and loyalty program optimization.
• Proficiency in eCommerce platforms and marketing automation tools
• Strong knowledge of CRM systems and customer data platforms
• Expertise in data analysis and reporting tools
• Previous DTC eCommerce experience, preferably in a startup or emerging brand environment.
• Experience with A/B testing, segmentation strategies, and churn prevention.
• Results Driven with a passion for making change and improvements.
• Data Driven and can translate data into action.
• Strong UX/UI understanding with customer experience at the forefront.
• Strong marketing sensibility and the ability to balance commerce with content.
• Strong technical and operational skills.
• Strong communication skills, with the ability to communicate to a varied audience both strategy and detailed business requirements.
• Proven track record of driving growth and operational improvements.

ABOUT BACKCOUNTRY:
Our mission is to connect people to their passions. Our four online stores—Backcountry, Competitive Cyclist, MotoSportand SteepandCheap—aim to supply our customers with the gear, knowledge, and inspiration necessary to get out there and chase down life’s greatest moments. We do this by providing the biggest and best assortment of premium outdoor products, a superior shopping experience, personalized Gearhead expertise, lightning-fast and accurate fulfillment, and inspirational, informative, and community-centered content.

We take this concept seriously, both personally and professionally, which for employees translates to careers with growth potential and the ability to take ownership and make an impact daily. Perks such as an excellent gear discount, an annual summer Adventure Contest, summer barbecues, and a pet-friendly office make for a fun work environment. Backcountry employees will have the benefit of working with colleagues who are passionate about their careers as well as the outdoors. Benefits include medical, dental, vision, and disability & life insurance, paid parental leave, 401(k) matching, and Flexible Spending Accounts.

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