Retention Marketing Lead

Overview

Gentle Fawn is a women’s fashion brand that designs feminine, effortless pieces, perfect for your everyday wardrobe. As our Retention Marketing Lead, you’ll play a key role in driving customer engagement and loyalty through best-in-class email and retention campaigns. You’ll be hands-on with the day-to-day planning, building, and execution - ensuring every send is timely, on-brand, and delivers a seamless experience.

Reports To

Director of Marketing

Scope of Work Initial Audit

• Email Flows Audit
  • Review all existing automated flows.
  • Identify optimization opportunities across key flows including Welcome, Abandoned Cart, Browse Abandonment, Post-Purchase, and Customer Win-Back.
  • Identify optimization and personalization opportunities across Loyalty Program flows.
  • Implement improvements based on audit findings and recommend additional flows where appropriate.
• Campaign Email Audit
  • Review current campaign strategy, structure, and performance.
  • Provide recommendations to improve campaign structure, messaging, and performance.
  • Implement recommended changes to campaign setup and workflow.
• List Health
  • Review current list structure and overall list health.
  • Identify opportunities to improve segmentation, engagement, and deliverability.
  • Implement optimizations where needed.

Ongoing Support

• Plan and execute approximately 3 campaign emails per week, tailored for both the Canadian and U. S. markets.
• Collaborate with the Ecommerce Manager on the monthly content calendar and campaign timing.
• Own the process of briefing, copywriting, building, scheduling, and deploying emails.
• Conduct quality assurance testing, A/B testing, and UTM tracking for all campaigns.
• Work with the internal team for graphic design support.
• Email Optimization + Reporting
  • Identify opportunities for segmentation and personalization.
  • Provide ongoing recommendations related to campaign timing, messaging, and performance optimization.
  • Share monthly performance reporting including:
  • Key metrics and trends
  • Testing results
  • Strategic recommendations and action items
• Loyalty Program Email Support
  • Collaborate with Ecommerce Manager on loyalty-focused email and retention campaigns to encourage point earning, redemption, and repeat purchases.
  • Collaborate with Ecommerce and Marketing teams to integrate loyalty messaging across email, onsite experiences, and promotional campaigns.

Additional Items

• Provide recommendations for lead capture improvements and list growth strategies.
• Identify opportunities to improve overall list quality and engagement.

Goal

• Increase Canadian revenue contribution from 20% to 30%.
• Rebuild and grow US email channel.

Required Skills and Qualifications

• Strong understanding of customer lifecycle marketing, segmentation strategies, and retention-focused campaigns.
• Analytical mindset with the ability to interpret marketing data, identify insights, and translate findings into actionable improvements.
• Excellent written English and copywriting skills with the ability to adapt and articulate a consistent brand voice.
• An eye for design and the ability to create branded email marketing assets, optimized with best practices.
• Experience with graphic design and image editing tools (Adobe Creative Suite or Photoshop).
• Experience building and optimizing segmentation, automated email workflows, and A/B testing strategies.
• Highly organized with strong attention to detail and the ability to manage multiple campaigns and deadlines simultaneously.
• Collaborative mindset with the ability to work cross-functionally.
• Experience marketing to the North American market (Canada and U. S.).
• Experience within the apparel or fashion industry is considered an asset