Director of Engagement Marketing

Company Description

We believe everyone is born creative. We’re a diverse tapestry of thinkers, dreamers, givers, DIYers, handi-workers, artisans, and forever and always architects of things.

At Cricut, we place the power of handmade into the hands of all. We give you beautiful, easy-to-master tools so you can make something unique, remarkable, perfect. We surround you with ideas, community, inspiration, and encouragement to take your creativity further than you ever imagined. And as a community, we celebrate the exhilarating act of making every single day.

So, make that handcrafted card that feels like a hug. Design a shirt for fun, for family, or for a full-blown business. Craft with a passion or for a purpose. Make something big and bold, itsy-bitsy, amazingly ambitious, or just plain silly. Whatever you make, just make your heart out. Because here’s the remarkable truth: When we all make together, we make all things possible.

Let’s make.

Job Description

We are seeking a seasoned and strategic Director of Engagement Marketing to lead our efforts in driving user retention and frequent interactions within our app. We are looking for someone with a proven track record in leading teams and delivering results. 

The Right Candidate: 

• Possesses an unwavering commitment to data analytics, consistently leveraging quantitative insights to inform and refine marketing strategies.
• Has extensive experience in developing and executing omnichannel strategies that drive users back into the app. This includes leveraging multiple touchpoints—push notifications, email campaigns, in-app messaging, and social media—to create a cohesive and personalized user experience.
• Has expertise in crafting marketing strategies that effectively integrate the app into the user’s daily or weekly lives, fostering long-term user retention and loyalty.

Key Responsibilities: 

• Engagement Strategy: Develop and execute a holistic engagement marketing strategy that drives platform usage, retention, and member reactivation.
• Personalization & Segmentation: Leverage data and behavioral insights to create personalized experiences that resonate with different customer segments.
• Lifecycle Campaigns: Own the end-to-end lifecycle marketing strategy, including onboarding, activation, engagement, and re-engagement campaigns.
• Seasonal & Thematic Campaigns: Deliver high-impact seasonal and thematic campaigns that align with key crafting moments, trends, and feature launches.
• Omni-Channel Execution: Lead wholistic engagement campaigns across push notifications, email, in-app messaging, social media, and other digital marketing channels.
• Cross-Functional Collaboration: Work closely with Product, Technology, Paid and Organic Marketing, Creative, and Analytics teams to align messaging, optimize content, and enhance user experience.
• Team Management: Lead, mentor, and inspire an awesome team of marketing professionals, fostering a collaborative environment that encourages innovation and excellence. 
• Analytics & Performance Measurement: Set KPIs and track performance across engagement channels, using A/B testing and data-driven insights to optimize impact.
• Technology & Tools: Work closely with the Marketing Technology team to enhance our engagement marketing tools, CRM platforms, and automation workflows to enhance efficiency and scalability.
• Budget Management: Manage the engagement marketing budget, ensuring efficient allocation of resources to maximize ROI. 

Qualifications

• 8+ years of experience in lifecycle, retention, or engagement marketing, preferably in a subscription, or digital product environment.
• Strong leadership and team management experience, with a collaborative and results-driven approach.
• Education: Bachelor's degree in Marketing, Business Administration, or a related field; MBA or advanced degree preferred. 
• Proven track record of designing and executing omni-channel marketing campaigns that drive engagement and retention.
• Strong analytical mindset with the ability to interpret data, identify trends, and optimize campaigns based on insights. Results vs activity obsessed.
• Hands-on experience with marketing automation, A/B testing, CRM, and engagement tools (Braze expertise is highly desired).
• Exceptional project management skills, with the ability to handle multiple priorities and deadlines.
• Ability to thrive in a fast-paced, dynamic environment, managing multiple projects simultaneously. 
• A passion for creativity, crafting, and community-building is a plus!

Additional Information

What to Do Next: 

Please attach your resume including links to your portfolio where applicable. If you want to show your super powers in other ways – include that information too. You can be sure that Cricut® is an employer who values individuality, equality and diversity, so tell us what you’re all about. If you are a Maker or a DIY enthusiast, whether you think you are a good one or not, we would love to hear about it when you send us your information!

At Cricut®, we celebrate inclusion and diversity. Cricut is an equal opportunity employer and makes employment decisions based on merit. Cricut prohibits discrimination based on race, color, religion, sex, sexual identity, gender identity, marital status, veteran status, nationality, citizenship, age, disability, medical condition, pregnancy, or any other unlawful consideration. All your information will be kept confidential according to EEO guidelines. Cricut participates in E-Verify.