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
- 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

- 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.

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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📌 Retention Marketing Lead (México)
🏢 Creative Work Club
📍 México