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Director of Lifecycle Marketing

Director of Lifecycle Marketing
Posted
Jun 20

Bright Cellars is now a Work from Anywhere company. This means work outside of an office will be the primary experience for all employees, and the location of all roles is flexible. 

Who We Are Bright Cellars is the monthly wine subscription startup designed to help new wine drinkers discover and define their taste in wine! We curate wines from around the world with the goal of making wine fun, accessible and educational. 

Our Mission is to inspire and educate a new generation of wine lovers by delive...Read more

Bright Cellars is now a Work from Anywhere company. This means work outside of an office will be the primary experience for all employees, and the location of all roles is flexible. 

Who We Are Bright Cellars is the monthly wine subscription startup designed to help new wine drinkers discover and define their taste in wine! We curate wines from around the world with the goal of making wine fun, accessible and educational. 

Our Mission is to inspire and educate a new generation of wine lovers by delivering a transformative, personalized wine experience.

Our Values

We are obsessed with creating a member-centric wine journey.

We value smart, sustainable growth.

We are curious and humble learners.

We cultivate a diverse, collaborative, and transparent workplace.

We identify our challenges quickly and solve them thoughtfully.

We hold each other accountable to success.

We back our intuition and experience with data-driven insights. 

We love wine and work to share that love with our members.

 

How Bright Cellars Works 

Our members join Bright Cellars by taking a 7 question-quiz to share their taste preferences. The Bright Points learning algorithm evaluates these preferences to determine the best wine matches for each member’s taste. Each month, members receive four or six unique bottles in the mail, which they are then able to rate and provide personalized feedback on their profile. Similar to Netflix’s collaborative filtering algorithm, Bright Cellars’s algorithm uses this feedback to improve members’ monthly matches going forward. 

 

A Little About This Role

Bright Cellar’s is looking for a Director of Lifecycle Marketing to join our growing team. This role will lead Lifecycle Marketing at Bright Cellars. 

 

What You'll Do:

  • Develop a strategy to understand and influence the Bright Cellar’s member journey across all stages of the lifecycle from acquisition, nurture/conversion, retention and advocacy (referral)
  • Develop relevant, meaningful and outcome oriented communication across channels including email, push messaging, site and SMS
  • Orchestrate lifecycle, transactional, triggered, and promotional communication to fuel myriad business and marketing objectives
  • Gather and implement insights from customer interviews and feedback channels, product and engagement data, and other sources to understand consumer mindset/barriers, identify behavioral cues and develop customer centric communication aligned to business objectives
  • Implement a best-in-class Referral program and other, related Advocacy initiatives
  • Create consumer value propositions and mechanics that expand the Bright Cellar’s marketable universe via email, SMS, and push opt ins
  • Develop the Bright Cellars customer segmentation for Marketing
  • Maintain a testing and learning plan; continuously experiment, learn and iterate to evolve the lifecycle strategy and elevate segmentation, content and messages
  • Evolve our data and signals to continuously understand the customer and the effectiveness of our lifecycle marketing efforts
  • Communicate key insights and findings cross functionally
  • Leverage marketing automation tools to develop trigger, journey and transactional campaign strategies in order to optimize user lifecycle
  • Collaborate with the customer support team, product and channel owners to better understand the customer experience and influence optimal customer contacts

 

Experience We're Looking For:

  • 8+ years of strategic, hands-on experience developing lifecycle programs
  • Confident with segmentation, automation strategy, messaging, conversion optimization, and other facets of marketing using email, push, site, etc
  • Strong leadership skills, including setting a clear vision and strategy, motivating and coaching others and managing direct reports
  • Empathy for customers and understanding of value drivers 
  • Experience developing and executing A/B experiments for email, push, and site initiatives
  • Ability to translate data into actionable business and consumer insights
  • Comfort level with data that extends into validation, hygiene, appending and transformation
  • Experience managing and building teams
  • Experience at a D2C subscription company a plus

 

Who You Are:

  • You’re Member Focused - You prioritize the personalization of wine, and enjoy thinking about the member journey
  • You’re Analytical - You are data driven, and understand how to use data to retain members 
  • You Enjoy Your Work - You love customer lifecycle marketing from data all the way up to strategy and making big bets
  • You Aim High - You hold yourself to high standards and elevate the people around you

 

Perks of Working at Bright Cellars

  • Competitive total compensation offerings
  • Unlimited paid vacation 
  • Flexibility & work/life balance
  • Medical, dental and vision insurance  
  • Heavily discounted monthly wine memberships 
  • Opportunity to attend wine tastings led by our resident sommelier
  • Opportunity to build something incredible while being surrounded by intelligent, hardworking and motivated coworkers 

 

Bright Cellars is a fun, fast-growing startup with a work hard, play hard attitude. We look for smart, motivated individuals who are excited to build something incredible from the ground up!

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