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
o review all existing automated flows.
o identify optimization opportunities across key flows including welcome, abandoned cart, browse abandonment, post-purchase, and customer win-back.
o identify optimization and personalization opportunities across loyalty program flows.
o implement improvements based on audit findings and recommend additional flows where appropriate.
* campaign email audit
o review current campaign strategy, structure, and performance.
o provide recommendations to improve campaign structure, messaging, and performance.
o implement recommended changes to campaign setup and workflow.
* list health
o review current list structure and overall list health.
o identify opportunities to improve segmentation, engagement, and deliverability.
o 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
o identify opportunities for segmentation and personalization.
o provide ongoing recommendations related to campaign timing, messaging, and performance optimization.
o share monthly performance reporting including:
o key metrics and trends
o testing results
o strategic recommendations and action items
* loyalty program email support
o collaborate with ecommerce manager on loyalty-focused email and retention campaigns to encourage point earning, redemption, and repeat purchases.
o 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
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