About the position
The Lifecycle Marketing Manager will play a key role in developing Shake Shack's omni-channel marketing initiatives on the Digital Marketing team to help engage, retain and build loyalty with our guests. The Lifecycle Marketing Manager will own the execution of guest segmentation and campaign set up for messaging across email, push, app, and new digital channels. The right candidate will be highly driven and organized, strive for operational excellence, and have a guest-centric philosophy. This person will be crucial to the operational success of the team, supporting efforts across acquisition and retention channels. The Lifecycle Marketing Manager requires a motivated, organized, and highly detail-oriented individual that works exceptionally well with multiple stakeholders. Must live within commuting distance to our Support Center in New York City or our Support Center in Atlanta, Georgia.
Responsibilities
- Oversee the strategy, management and execution behind all limited time offer and regional campaigns across email, mobile push, in app and new owned channels.
- Oversee the O&O communications calendar across all owned channels and optimize message frequency across channels and by guest segment.
- Manage the campaign production pipeline: briefing copy and design, campaign setup, deployment of marketing messages to targeted audience segments.
- Partner closely with cross-functional teams, including Brand, Media, & Guest Insights, to execute omni-channel journeys to drive guest frequency and retention.
- Develop and implement segmentation strategies, making decisions supported by data to ensure we're targeting the right guests at the right time.
- Implement a rigorous testing roadmap to continually optimize these programs, including identifying opportunities for A/B testing.
- Create and maintain audience health and deliverability through segmentation.
- Work with vendors and Martech team to advance solutions and capabilities.
- Proofing and QA of campaigns and digital initiatives in partnership with IT/Martech to ensure flawless execution.
- Monitor in platform campaign reporting and segment growth trends.
- Partner with guest insights to track engagement trends, revenue reporting, and guest frequency impacts.
- Build annual roadmaps, including a testing calendar, to support marketing priorities and drive innovation.
- Maintain knowledge of guest lifecycle (CRM) best practices, tools, and industry trends.
- Support the team with ad-hoc requests as needed.
Requirements
- 5+ years of experience in customer lifecycle or direct marketing, at a brand, agency, or technology provider.
- Experience with owned channel marketing across multi-stage campaigns.
- Proficient in Microsoft Excel (intermediate) and PowerPoint.
- Results-oriented and data-driven mindset with a highly analytical view of A/B testing, multi-variant testing, and segmentation.
- A true team player with excellent interpersonal, oral, and written communication skills.
- Experience creating or managing a content calendar.
- Experience with an enterprise marketing automation platform.
Nice-to-haves
- Experience with Braze, mParticle & Branch.
- Loyalty program marketing experience a plus.
- Previous experience in a fast-paced DTC marketing environment - QSR/hospitality preferred.
- Experience working closely with MarTech and Digital Product cross-functional partners to enhance CRM capabilities.
- Experience with Alteryx and Tableau, or similar business intelligence and data science tools.
- Ability to successfully manage internal and external partner relationships and strategic roadmaps.
Benefits
- Weekly Pay and Performance bonuses.
- Shake Shack Meal Discounts.
- Exclusive corporate discounts for travel, electronics, wellness, leisure activities and more.
- Medical, Dental, and Vision Insurance.
- Employer Paid Life and Disability Insurance.
- 401k Plan with Company Match.
- Paid Time Off.
- Paid Parental Leave.
- Access to Employee Assistance Program on Day 1.
- Pre-Tax Commuter and Parking Benefits.
- Flexible Spending and Dependent Care Accounts.
- Development and Growth Opportunities.
