Senior Manager, Retention AMER (Smartwool & icebreaker)

Senior Manager, Retention AMER (Smartwool & icebreaker) At icebreaker and Smartwool, we are two unique brands that embody the same spirit of belonging, adventure, sustainability, and getting out there. We create products made for people who enjoy nature and want to go far and feel good. We do this all while keeping our planet and the impact of our products in mind. So, before we get to the job details, take a minute to learn a little more about us – our values and our culture. If you can see yourself working side‑by‑side with a team of fun, adventure‑loving people, icebreaker and Smartwool may be just the place for you. To learn more about our values and our culture, visit ( or ( What will you do? A day in the life of a Senior Manager of Retention Marketing at icebreaker and Smartwool is all about building meaningful, lasting connections with our customers. In this role, you will lead the strategy and execution that keeps customers engaged, encourages repeat purchases, and grows lifetime value. Your day may include shaping email and text marketing plans, guiding loyalty program initiatives, partnering with Digital Technology Teams to create seamless customer touchpoints, and using data and insights to improve how we connect with our consumers across every platform. This role reports to the Director, Ecommerce Americas for Smartwool and icebreaker. Let’s break down that day‑in‑the‑life a bit more. Email and Text Marketing Develop the strategy and oversee the execution for email and text marketing to encourage repeat purchase and to increase the lifetime value of each customer. Create and implement the lifecycle marketing strategy through customer segmentation, personalization, and messaging to drive repeat purchase through owned channels. Oversee all aspects of email delivery including creative, campaign list creation, email tests (including A/B testing), calendar and deployment for triggered series, campaigns, and brand emails. Explore opportunities to measure, analyze and incorporate the use of behavioral data for optimizing email send and campaign performance to meet revenue goals. Own QA protocols, to ensure campaigns are deployed accurately and on‑time. Create the forecast and report on results for retention marketing activities. Develop content plans for retention tactics that align to the overall integrated marketing calendar. Ensure key product styles are regularly marketed through evergreen content planning. Develop strategies for hitting revenue targets, especially when there is a gap outside of our normal plans. Write a test plan and develop a learning library to continually capture insights and optimize retention marketing activities. Develop new strategies for first‑party data acquisition of new customers and continually find ways to personalize content. Customer Relationship Management Technology Platform Leadership & Digital Technology Partnership Work with our VF Digital Technology (DT) partners to manage and deliver a best‑in‑class customer experience across the MarTech stack, including owning approvals and testing for Customer Relationship Management (CRM) related projects and enhancements. Own the relationship with all 3rd party CRM vendors and develop a strategic roadmap to ensure we hit our financial goals and consistently improve our email, SMS, and loyalty customer flows. Partner with the DT VF Analytics team to develop CRM dashboards to effectively understand the business and share insights with the broader SWIB organization around our consumers. Management and Leadership Manage the budget, including forecasting, invoicing, and actualizing costs for retention tactics. Manage the CRM DT roadmap and project submission in partnership with the DT consumer acquisition and engagement team and Director of Ecommerce. Manage each brand’s loyalty program in partnership with the Director of Ecommerce and marketing teams. Monitor competitive marketing activities and provide a perspective to the marketing and ecommerce teams. Lead and develop two direct reports, the Smartwool Email Marketing Coordinator and icebreaker CRM Coordinator, by setting clear priorities, providing ongoing coaching, and supporting their growth. Create an environment where team members have the context, feedback, and resources they need to do their best work and continue building their skills. Support team development through regular check‑ins, goal setting, and thoughtful delegation that builds ownership, confidence, and capability. What do you need to succeed? We all have unique skills that we bring to work and celebrate every day. For this role, there are foundation skills you’ll need to succeed and excel. Additionally, while formal education in a related field is great to have, we are most interested in your 8‑10 years of experience and professional achievements. The foundation skills you will need in this position are: Email, text, and retention marketing strategy Lifecycle marketing, customer segmentation, personalization, and A/B testing Loyalty program management and strategy Retention forecasting, budget management, and financial acumen Creative brief writing and experience managing creative from brief through execution Project management, organization, and comfort using tools such as Asana, DAM platforms, Excel/Google Sheets, Coupa, Salesforce, and Bluecore Experience managing outside partners, team leaders, and cross‑functional partners People leadership, including managing direct reports, coaching team members, and supporting team development Clear and direct communication, including presentation skills Strategic thinking, adaptability, agility, curiosity, and a proactive mindset There are also a few skills that are not required but preferred: Experience working in Bluecore as the Email Service Provider (ESP) and Short Message Service (SMS) Provider Experience working in an Ecommerce business, especially in the Clothing/Footwear industry Familiarity working within Blueconic or other Customer Data Platforms (CDPs) to manage customer segments and/or deep dive into consumer reporting Now WE have a question for YOU. Are you in? Hiring Range $111,456.00 USD – $139,320.00 USD annually Incentive Potential This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. Specific details of the additional compensation eligibility for this position will be provided during the recruiting and interview process. Benefits at VF Corporation You can review a general overview of each benefit program offered, including this year’s medical plan rates on and by clicking looking to Join VF? Detailed information on your benefits will be provided during the hiring process. Please note, our hiring ranges are determined and built from market pay data. In determining the specific compensation for this position, we comply with all local, state, and federal laws. At VF, we value a diverse, inclusive workforce and we provide equal employment opportunity for all applicants and employees. All qualified applicants for employment will be considered without regard to an individual’s race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, domestic partner status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws. If you require accommodations during the application process, please contact us at View email address on click.appcast.io. VF will provide reasonable accommodations for qualified individuals to the extent required by applicable law. Pursuant to all applicable local Fair Chance Ordinance requirements, including but not limited to the San Francisco Fair Chance Ordinance, VF will consider for employment qualified applicants with arrest and conviction records. VF Diversity Vision Statement: VF is committed to creating an inclusive environment that welcomes and values the differences among all of our associates, customers, suppliers and the communities in which we live and conduct business. The continued success and growth of VF is enhanced through initiatives that promote diversity throughout VF around the world. VF is an equal employment opportunity/affirmative action employer of minorities, females, protected veterans and the disabled. VF is committed to providing equal opportunities in employment, and treating our VF associates and VF applicants without discrimination on the basis of their race, color, gender, age, national origin, religion, sexual orientation, gender identity or expression, marital status, citizenship, disability, protected veteran status, HIV/AIDS status, or any other legally protected factor. #J-18808-Ljbffr VF Corporation