The Challenge
American Girl needs someone to build a retention machine. You'll own the entire lifecycle strategy—email, SMS, loyalty, direct mail—across their DTC business and drive repeat purchase and customer lifetime value for a legacy brand modernizing its playbook.
Your Mission
Map current customer lifecycle touchpoints, identify gaps in retention strategy, and document baseline KPIs across email, SMS, loyalty, and direct mail channels
Assess loyalty platform capabilities and vendor performance; create prioritized roadmap for H1 optimization initiatives
Establish retention reporting framework with clear KPI definitions (repeat purchase rate, retention cohorts, lifetime value, engagement by segment)
Build alignment with cross-functional stakeholders (Product, Data, Retail, Customer Care) on retention strategy and quarterly planning
Launch 2-3 high-impact lifecycle campaigns demonstrating 15%+ lift in repeat purchase or engagement vs. baseline
Implement loyalty program enhancements tied to member tier progression and engagement; track incremental retention impact
Develop and operationalize attribution model connecting email/SMS/loyalty touchpoints to repeat purchase behavior
Lead team to 95%+ on-time campaign delivery with established governance, workflows, and project management discipline
KPIs You'll Own
Customer Retention Rate
Percentage of customers who repurchase within defined cohort windows; tracked by acquisition source and lifecycle stage.
Repeat Purchase Rate
Customers making 2+ purchases within 12 months; measure lift from retention initiatives vs. control groups.
Customer Lifetime Value (CLV)
Total net revenue attributed to a customer relationship; improve through lifecycle optimization and loyalty participation.
Email/SMS Engagement
Open rates, click rates, and conversion rates by segment; optimize send strategy and content relevance.
Loyalty Program Penetration & Tier Progression
% of DTC customers enrolled; % progressing to higher tiers; correlation to repeat purchase and AOV.
Campaign ROI
Revenue generated per marketing dollar spent across retention campaigns; track by channel and initiative.
Tools & Stack
Your Team
Your Manager
VP or Director of Marketing / CRM
Current Team
Direct reports likely 2-4 (email specialist, SMS/loyalty manager, analyst); matrixed with Product, Data, Retail teams
Backfill or new expansion (not specified; assume backfill given 'Sr Manager' title)
The Package
Salary
$140K-$175K base
Variable
10-15% bonus (estimated)
Remote
On-site: El Segundo, CA (Mattel HQ). No remote flexibility indicated.
Benefits & Perks
Company Intelligence
Mattel is a global toy and entertainment company (iconic brands: Barbie, Hot Wheels, Fisher-Price, American Girl). American Girl is a premium DTC brand targeting children and collectors. The company is modernizing its marketing and e-commerce capabilities.
Founded
1945
Team Size
30,000+
Funding
Public (NASDAQ: MAT)
Customers
B2C: Parents, kids, collectors; B2B: Retailers
Culture
Emphasis on creativity, inclusion, and diverse perspectives; values employee voice and belonging.
Is This Role For You?
- You've managed multi-channel CRM or retention programs at DTC brands (apparel, beauty, kids, collectibles) and can tie campaigns to repeat purchase and LTV metrics
- You're comfortable with ambiguity and leading cross-functional initiatives without direct authority; you drive alignment through data and clear communication
- You love optimizing loyalty programs and lifecycle workflows; you see retention as a strategic lever, not just a cost center
- You can operate at 30,000 feet (strategy, roadmap, stakeholder management) AND in the weeds (campaign execution, analytics, vendor management)
- You need flexibility or remote work; this role is on-site in El Segundo and requires frequent cross-functional meetings
- You're analytical but hate people leadership; you have direct reports to hire, coach, and develop
- You're a campaign tactician only; this role demands strategy, process design, and organizational alignment
Interview Process
Phone Screen
Recruiter confirms background in DTC retention, CRM, loyalty; cultural fit and relocation feasibility
Hiring Manager Interview
Deep dive on retention strategy, cross-functional leadership, and how you'd approach American Girl's lifecycle roadmap
Take-Home Case
Analyze sample customer data or campaign results; recommend retention optimizations and present findings
Cross-Functional Panel
Meet with Director of CRM/Analytics, Product Lead, and Finance stakeholder; discuss collaboration style and problem-solving approach
Final Interview
Senior leader (VP or CMO-level) conversation on vision, culture fit, and long-term growth opportunity
Interested in this role?
Apply now and hear back within days, not weeks.
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About CRM & Lifecycle Roles
CRM & lifecycle marketers own the post-acquisition journey. They design onboarding sequences, retention campaigns, win-back flows, and loyalty programs that maximize customer lifetime value.