POSITION: Email 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.

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

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

Campaign Strategy + Execution

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.

This position is 100% remote and full-time.

Email Retention Marketing Lead - Full Time

Apply for this position

Application submitted!