Email Retention & Marketing Manager

About the role:

You are responsible for owning the planning, coordination and execution of Sable Bebe's marketing

across strategy, campaigns, product launches, CRM, content, social, influencers, partnerships and

brand. This role takes genuine ownership of the marketing function and removes day-to-day

marketing management and coordination from the Director.

You take the broader commercial and growth direction set by the Director and independently turn it

into a marketing strategy, campaign plan, priorities and execution plan. You work closely with the

Director on growth and paid media priorities, and with the Ecommerce & Digital Experience

Manager on ecommerce, customer behaviour, product and retention opportunities.

This is a senior, hands-on role. You move between strategy and execution, proactively identify

opportunities, create clear plans, lead the marketing team and deliver outcomes without relying on

the Director to manage the detail.

What this role involves:

Marketing Strategy & Planning

• Develop and execute the annual and quarterly marketing strategy aligned with business and

commercial objectives

• Own the marketing calendar including product launches, promotions, brand and seasonal

campaigns, collaborations and partnerships

• Develop integrated marketing plans across CRM, content, social, influencers, partnerships

and paid creative requirements

• Identify growth opportunities through customer insights, competitor research, market

trends and campaign performance

• Translate broader business and commercial objectives set by the Director into clear

marketing plans, priorities, timelines and deliverables

• Bring proactive marketing recommendations and opportunities to the Director rather than

waiting to be told what to do

• Create clarity and direction for the marketing function rather than relying on the Director to

build the plan

CRM, Klaviyo & Retention

• Own Sable Bebe's CRM, email and SMS marketing strategy end to end

• Manage the Klaviyo account hands-on, including the EDM and SMS campaign calendar

• Plan and send approximately three email campaigns per week where appropriate, in line

with the marketing calendar

• Build, maintain and continually optimise automated flows, sign-up forms and lifecycle

campaigns

Create, test and refine customer segments to improve targeting and relevance

• Run A/B testing across subject lines, offers, messaging, timing, segments and campaign

formats

• Drive repeat purchase, retention and customer lifetime value through structured lifecycle

marketing

• Report on CRM performance and continually identify opportunities to improve results

Campaigns & Product Launches

• Lead the planning, coordination and execution of integrated marketing campaigns and

product launches

• Develop go-to-market strategy, positioning, messaging, offers and customer communication

for each launch and campaign

• Create and manage all campaign, promotion and launch projects in Asana with clear tasks,

owners, timelines, deliverables and deadlines

• Coordinate CRM, social, content, influencers, creators, partnerships, ecommerce

requirements and paid creative requirements into a single plan

• Set creative and shoot requirements for launches and campaigns, including ecommerce

imagery needs

• Work with the Ecommerce & Digital Experience Manager to align marketing activity with

product, inventory and website readiness

• Conduct post-campaign and post-launch analysis and apply the learnings to future activity

Content, Social & Brand

• Own the overall content strategy, organic social strategy and brand messaging for Sable

Bebe

• Set content themes, campaign storytelling, creative direction and social priorities

• Maintain a consistent Sable Bebe brand voice across all marketing touchpoints

• Set the approval structure for content and provide clear briefs and direction to the team

• Direct the Creative & Marketing Coordinator and the Socials, Content & Community

Assistant on the content required and why

• Review content and social performance and use the learnings to improve strategy

Influencers, Creators & Partnerships

• Own the influencer, creator, ambassador and affiliate strategy and direction

• Define creator profiles, gifting and seeding priorities and long-term ambassador and

partnership opportunities

• Provide direction on outreach, briefs, deliverables and relationship management

• Identify brand collaborations and partnerships that suit Sable Bebe's audience and

commercial objectives

• Ensure influencer and creator content supports both organic marketing and paid creative

• Review influencer, affiliate and partnership performance and use the learnings to improve

the program

• Direct the Creative & Marketing Coordinator, who carries out much of the hands-on

coordination and execution

Influencers, Creators & Partnerships

• Own the influencer, creator, ambassador and affiliate strategy and direction

• Define creator profiles, gifting and seeding priorities and long-term ambassador and

partnership opportunities

• Provide direction on outreach, briefs, deliverables and relationship management

• Identify brand collaborations and partnerships that suit Sable Bebe's audience and

commercial objectives

• Ensure influencer and creator content supports both organic marketing and paid

creative

• Review influencer, affiliate and partnership performance and use the learnings to

improve the program

• Direct the Creative & Marketing Coordinator, who carries out much of the hands-on

coordination and execution

Paid Creative & Growth Collaboration

• Work closely with the Director on paid performance, using paid learnings to inform

marketing and creative strategy.

• Understand Meta creative performance and identify winning messages, hooks, products and

formats

• Translate campaign priorities into clear creative briefs and ensure sufficient creative volume

and diversity

• Coordinate UGC and in-house paid creative with the Creative & Marketing Coordinator

• Oversee, write and review ad copy for in-house and creator-led paid creative

• Coordinate the upload and refresh of approved UGC and in-house creative across Meta

where appropriate

• Manage and refresh Google creative assets and copy, including updates for promotions and

new releases

• Paid media strategy, media buying, budgets, budget allocation and scaling decisions remain

with the Director

Marketing Performance & Commercial Insight

• Report on performance across CRM, campaigns, social, content, influencers and

partnerships

• Understand key commercial and growth metrics including revenue, MER, ROAS, conversion

rate, AOV, repeat purchase, retention and customer acquisition

• Work with the Ecommerce & Digital Experience Manager on ecommerce, customer and

product insights

• Use data and campaign learnings to set marketing priorities and shape future activity

• Provide the Director with clear recommendations and actions, not simply reporting numbers

Team Leadership & Development

• Lead the day-to-day marketing team, setting clear direction, priorities, deadlines and

accountability

• Establish clear approval processes and ways of working across the marketing function

• Coach and develop junior team members, including building the Creative & Marketing

Coordinator's broader marketing capability

• Manage performance and run regular marketing planning, workflow and performance

meetings

• Encourage initiative while ensuring agreed processes are followed

• Reduce the need for the Director to manage junior marketing staff day to day

People & Collaboration

• Report directly to and work closely with the Director

• Work closely with the Ecommerce & Digital Experience Manager across ecommerce, CRO,

customer insights, retention, product development and inventory planning, without taking

over these responsibilities

• Lead and provide day-to-day direction to the Creative & Marketing Coordinator, who owns

hands-on creative and marketing production including static and video ads, campaign and

social assets, packaging, swing tags, print assets, ecommerce imagery, shot lists, image

editing, blogs and influencer coordination

• Lead and provide direction, priorities, briefs and approvals to the Socials, Content &

Community Assistant, who executes organic social, daily content, community engagement

and content capture

Potential to manage additional creative and marketing direct reports as the business grows

About you:

• 5+ years marketing experience, ideally in DTC ecommerce, consumer, lifestyle, fashion,

beauty, baby or retail

• Strong hands-on Klaviyo experience, capable of working inside the account rather than

managing an agency

• Proven integrated campaign and product launch experience

• Strong understanding of ecommerce marketing, CRM and lifecycle marketing

• Good understanding of content, social and influencer marketing with strong creative

judgement

• Commercially minded and data literate, comfortable working with revenue, MER, ROAS and

retention metrics

• Strong project management skills and highly organised

• Experience leading and developing junior marketers

• Proactive, a strong communicator and comfortable making decisions

• Comfortable in a fast-moving, founder-led business and able to balance strategy and

execution

• Meta Ads Manager and performance marketing knowledge is desirable, but specialist media

buying is not required