Lisa Marcum
New York,
Summary
Strategic Retention Marketing Manager with expertise in ecommerce lifecycle marketing, customer retention, subscription growth, and CRM strategy. Experienced in building and optimizing scalable email and SMS programs, supporting new brand launches, and using data-driven insights to increase customer engagement, loyalty, and long-term revenue growth.
Overview
11
11
years of professional experience
Work History
Retention Marketing Manager
5280 Brands
09.2025 - 07.2026
- Spearheaded the launch of the retention marketing program for Livvy, building the email and SMS lifecycle strategy from pre-launch through launch.
- Configured and managed the retention marketing tech stack, including Shopify, email/SMS platforms, domain authentication, Skio Subscriptions, and Junip Reviews.
- Built and optimized automated lifecycle flows, including welcome, post-purchase, subscriber onboarding, win-back, and retention campaigns.
- Developed the subscription customer journey in Skio, supporting recurring revenue through subscriber onboarding, engagement, and retention strategies.
- Collaborated with creative, web, and leadership teams to execute cross-channel launch campaigns and ensure a seamless customer experience.
- Leveraged customer segmentation, A/B testing, and campaign analytics to optimize engagement, conversions, and long-term customer retention.
Retention Marketing Manager
Catbird
03.2022 - 09.2025
- Developed and executed the strategy for and manage the creation and optimization of customer-centric, omnichannel campaigns and user journeys to reduce churn and increase LTV
- Accountable for calendar creation, scheduling, testing, and deployment of all email and SMS.
- Established an internal loyalty program focused on customer and VIP offers and enhancing program growth and integration with regular messaging
- Conducted continuous A/B testing and segmentation to optimize email and SMS performance centered on user engagement driving toward KPIs
- Collaborated cross-channel to brainstorm and execute new campaigns that help to enhance the performance of the entire business, not just email and SMS
- Owned retention marketing reporting and analysis, sharing key finding and future recommendations with management on a regular basis. KPIs reported on include cohort analysis, customer retention rate, churn rate, AOV, repeat purchase rate, active profile growth rate, and more
Assistant Manager, Email Marketing & Retention
Catbird
03.2021 - 03.2022
Marketing/E-commerce Associate – Footwear Division
Global Brands Group
01.2017 - 03.2021
- Responsible for development and management of eCommerce site content and marketing
- Merchandise both sites, prioritizing new additions, best sellers and planning featured product
- Collaborate with in-house design team for seasonal campaign creation 4 times a year
- Drive the creation of new landing pages, coordinating between the creative team and the external development agency
- Monitor and analyze site metrics, KPI’s and sales trends weekly using Google Analytics
- Partner with Growth Team to identify and execute strategies and initiatives to drive more website traffic, conversion rates, revenue and profitability by leveraging analytics and A/B testing
Marketing Assistant – Footwear Division
Global Brands Group
04.2018 - 04.2019
- Assist with website updates, product uploads and imports, and website merchandising
- Help to analyze website and social media performance and develop solid plans to increase performance
- Oversee showrooms for all brands and handle all research and purchasing of furniture and accessories
Sales Assistant – Accessories Division
Global Brands Group
01.2017 - 04.2018
- Track and update the daily status of PO’s, shipments, inventories and ATS (available to sell)
- Monitor and analyze sales by style and by customer on a weekly basis; assessing customer purchase histories and current sales trends
- Partner internally with Production, Operations, Import and Shipping teams to ensure timely delivery of product
- Participate in market appointments with VP of sales, as well as run own appointments with buyers
Executive Assistant
Sydell Group
09.2015 - 12.2016
- Worked closely with the NoMad Hotel to coordinate off-site meeting and dinner
- Create power points to help promote and market company brand
- As needed, provide back-up support and work on special projects with associates, directors and executives
Education
Bachelor of Science - Mass Communications and English Literature
University of Colorado Boulder
Boulder, CO2015
Skills
Shopify
Klaivyo
Attentive
Looker
GA4
Asana
Magento
TripleWhale
Claud
Skio
Timeline
Retention Marketing Manager
5280 Brands
09.2025 - 07.2026
Retention Marketing Manager
Catbird
03.2022 - 09.2025
Assistant Manager, Email Marketing & Retention
Catbird
03.2021 - 03.2022
Marketing Assistant – Footwear Division
Global Brands Group
04.2018 - 04.2019
Marketing/E-commerce Associate – Footwear Division
Global Brands Group
01.2017 - 03.2021
Sales Assistant – Accessories Division
Global Brands Group
01.2017 - 04.2018
Executive Assistant
Sydell Group
09.2015 - 12.2016
Bachelor of Science - Mass Communications and English Literature
University of Colorado Boulder