Who we are

The future of ecommerce is Mobile and the future of Mobile is on Apps. Wayfair’s Mobile App is a key consumer touchpoint, uniquely positioned to instill a deeper, more persistent connection with our millions of active customers and to serve as the central thread uniting the Wayfair customer experience. Our App is a fast-growing and strategic platform, driving step-function improvements in long-term customer value. As such, Wayfair has ambitious, high-visibility plans to scale the platform - by sharing its loyalty-enhancing benefits more widely across our customer file and by further increasing platform incrementality via a stickier and more engaging experience. 

App Marketing is responsible for generating these business-wide loyalty outcomes across Wayfair and the four Luxury and Specialty Retail Brands (AllModern, Joss & Main, Birch Lane, Perigold). Our team operates as a well-funded startup, defining full-funnel App strategy (i.e., user acquisition and retention) and collaborating across functional disciplines to execute. This includes activities such as: managing digital advertising campaigns to drive installs (e.g., Facebook, Google), optimizing App Store listings, integrating App messaging across owned media touchpoints, and communicating new App features and offerings to our customers. We partner closely with a wide variety of internal teams (Data Science, Ad Tech, App Product, Promotions, Creative, etc.) to build the capabilities and tooling necessary to enhance our marketing efficacy and to provide a more personalized and sticky app experience to our users. We leverage advanced analytics, sophisticated in-house models, deep expertise in the platform and creative best practices, and rigorous testing to solve complex analytical and technical challenges and grow our App business.

We are seeking collaborative, analytical, and creative problem-solvers to drive forward the innovation necessary to scale our Apps and unlock the next phase of Wayfair’s growth.

What you’ll do

• Own the end-to-end App new user growth strategy for Wayfair North America, developing a comprehensive plan for introducing the App to our new and existing customers and driving adoption via the efficient delivery of high-quality installs.
• Lead the integration of App messaging into web and owned media placements (email, direct mail, site modals, social media, physical retail, etc.), partnering cross-functionally across Marketing, Brand, and Storefront teams to surface the App to the right customers, via the right touchpoint / time, and with contextually relevant messaging.
• Manage and optimize multi-million dollar advertising budgets, partnering closely with external vendors, including Google, Facebook and Apple, to test new growth products and advertising tools, and to influence their strategic roadmaps.
• Define roadmap to grow our digital advertising footprint and paid reach through vendor expansion.
• Build and manage a team of analysts to analyze and monitor program performance & ROI, identify trends, optimize performance, and react to deviations from plans quickly and strategically.
• Evolve app measurement framework, defining rigorous understanding of app incrementality and program benefits.
• Build business cases for new sources of user growth (e.g., winback / reinstall strategy, cross-device penetration).
• Work cross-functionally with Data Science, Ad Tech, and Creative to build scalable, automated capabilities (e.g., targeting models, bidding optimization, creative personalization) to enable growth.
• Institute rigorous reporting and test-and-learn methodology to achieve desired results.

Who you are

• 5+ years’ experience in a heavily analytical role or quantitative field
• Experience making data-based decisions / recommendations and being hands-on in the data analysis process (structuring approaches to challenging problems)
• Ability to develop and execute against a strategic roadmap, applying a customer-first mindset and a creative approach to problem solving
• Experience leading cross-functional teams to execute on plan, driving prioritization for yourself and others based on highest impact and interdependencies in a complex environment
• Effective verbal and written communication skills with the ability to tailor communication style based on the audience (including to executive level stakeholders)
• Dynamic self-starter with high operational acumen and an entrepreneurial mindset looking to make a big impact in a growing organization
• 1+ years of direct management experience or 2+ years of project leadership experience, demonstrated success coaching/upskilling direct team or mentees
• BA in quantitative field (e.g., finance, economics, statistics, mathematics, engineering, marketing)
• Familiarity with Excel, SQL, and Test and Learn practices