Manager, Lifecycle Marketing - Banana Republic

Banana Republic; San Francisco (CA); On-site; USD 119,000 - 155,000; Full time

Benefits offered by this job

Merchandise discount (50%)

Competitive PTO

Volunteer hours

401(k) with company match

Employee stock purchase plan

Medical, dental, vision insurance

Job summary

Banana Republic is seeking a dynamic Manager to own CRM and retention programs. You will drive lifecycle strategy across Email, SMS, and Push, aligning BR Specialty and BR Factory with a clear, measurable roadmap that improves loyalty and long-term value.

You will partner with analytics, digital production, and marketing teams to test, measure, and scale personalized communications. A strong background in retail CRM, data-driven decision making, and excellence in communication is essential to

Qualifications

• Bachelor's degree required.
• 5+ years in lifecycle, CRM, or retention marketing in retail/e‑commerce.
• Hands-on experience owning triggered or lifecycle programs in ESP/MA systems, plus SMS/Push.
• Strong analytical skills with Excel; SQL and Adobe Analytics a plus.
• Excellent written and verbal communication for senior audiences.

Responsibilities

• Own the lifecycle roadmap across Email, SMS, and Push for multiple brands.
• Diagnose program performance and translate insights for leadership.
• Lead test-and-learn agenda tied to strategic questions.
• Shape customer-level contact strategies when multiple campaigns qualify.
• Execute builds end-to-end with partners and QA processes.
• Direct Mail (Retention) end-to-end management including audience selection and ROI.

Skills

Lifecycle marketing

CRM/Retention marketing

Data analysis

SQL

Adobe Analytics

Excel (advanced)

Cross-functional collaboration

Education

Bachelor's degree

Tools

Email service provider

Marketing automation

SMS/Push platforms

Job description

About Banana Republic

Banana Republic is a storyteller's brand, outfitting the modern explorer with high-quality, expertly crafted collections made to inspire and enrich life's journeys. Founded in 1978 in San Francisco, we continue to evolve our heritage of exploration through thoughtfully designed apparel and accessories that blend timeless style with exceptional craftsmanship.

About Banana Republic

Banana Republic is a storyteller's brand, outfitting the modern explorer with high-quality, expertly crafted collections made to inspire and enrich life's journeys. Founded in 1978 in San Francisco, we continue to evolve our heritage of exploration through thoughtfully designed apparel and accessories that blend timeless style with exceptional craftsmanship.

Our team is made up of passionate, curious storytellers - creators and visionaries who seek out what's next and bring it to life through elevated design, immersive experiences, and a shared spirit of creativity and innovation.

About The Role

We are seeking a dynamic and experienced Manager to be an essential role in continuous development, optimization and support for Banana Republic's CRM and retention strategies. This data-driven, customer-focused individual will be an integral part of the CRM Retention marketing team whose objective is to understand customer behaviors that drive long term value, loyalty and engagement and identify opportunities for personalization across the customer lifecycle.

What you'll do

Own the lifecycle roadmap

• Own the lifecycle and triggered program portfolio across Email, SMS, & Push (including high-intent behavioral triggers, post-purchase and order communications, low in stock, and loyalty) across all verticals, including BR Specialty and BR Factory, with a distinct plan for each customer.
• Prioritize the highest-value customer moments over program count. Make the call on what to build, scale, fix, or stop.
• Own lifecycle across Email, SMS, and Push so programs work together across channels, not alongside each other.
• Partner with the teams that own batch communications so triggered and lifecycle programs complement them and customers get the right message at the right time.

Diagnose performance and tell the story

• Own program-level performance reporting and know it cold. Diagnose what is moving and why, including year-over-year and week-over-week changes.
• Separate real efficiency gains from mix shifts and volume effects, and attributed demand from incremental demand.
• Reconcile data across sources and validate your numbers before they reach leadership.
• Translate results into clear business implications for senior leaders: what happened, why it matters, and what we are doing about it.

Test and learn

• Build and run a test agenda tied to real strategic questions: what is incremental, which customer should receive what, and how much communication is productive.
• Read results carefully, know what a test actually proved, and make a clear scale, modify, or stop recommendation.

Move toward customer-level contact strategy

• Help shape how we decide the best communication for a customer when they qualify for several at once.
• Evaluate decisions on demand, engagement, and file health together, not demand alone.
• Work with analytics and CRM partners to deepen personalization where it creates measurable value.

Execute with rigor

• Run program builds, launches, and QA end to end with Digital Production, Brand and Content, Analytics, and our technology and vendor partners.
• Manage timelines and hold partners accountable. Escalate early, with a recommendation attached.

Direct Mail (Retention)

Full end-to-end management of our retention Direct Mail program, including audience selection, creative briefing, execution and measuring incrementality and ROI.

Who you are

What Great Looks Like

• Independent. You take an ambiguous problem from question to recommendation with minimal direction, and you bring solutions when you flag issues.
• Strategic. You connect the tactical decision to the bigger customer and business question.
• Analytical and precise. You are comfortable in the data, you check your own work, and you are careful not to claim more than the data supports.
• An owner. Results, quality, and follow-through are yours, and partners trust you to deliver.

Qualifications

• Bachelor's degree
• 5+ years in lifecycle, CRM, or retention marketing, preferably in retail or e-commerce
• Hands‑on experience owning triggered or lifecycle programs in an email service provider or marketing automation platform, as well as SMS and Push platforms for retail.
• Strong analytical skills, including advanced Excel and comfort working with large datasets. SQL and Adobe Analytics are a plus
• Working knowledge of test design and incrementality, and the judgment to separate correlation from causation
• Clear, concise written and verbal communication, with the ability to make complex results simple for senior audiences
• Proven ability to work across teams and navigate a large company
• Customer‑obsessed, with a bias toward action

Salary Range: $119,400.00 - $155,200.00

Employee pay will vary based on factors such as qualifications, experience, skill level, competencies and work location. We will meet minimum wage or minimum of the pay range (whichever is higher) based on city, county and state requirements.

Benefits at Banana Republic

• Merchandise discount for our brands: 50% off regular‑priced merchandise at Old Navy, Gap, Banana Republic and Athleta, and 30% off at Outlet for all employees.
• One of the most competitive Paid Time Off plans in the industry.*
• Employees can take up to five "on the clock" hours each month to volunteer at a charity of their choice.*
• Extensive 401(k) plan with company matching for contributions up to four percent of an employee’s base pay.*
• Employee stock purchase plan.*
• Medical, dental, vision and life insurance.*
• See more of the benefits we offer.
• For eligible employees

Gap Inc. is an equal‑opportunity employer and is committed to providing a workplace free from harassment and discrimination