LIFECYCLE MARKETING MANAGER COVER LETTER TEMPLATE

• Understand the lifecycle of current and prospective customers to improve their journey by delivering engaging marketing messages that are relevant and personalized
• Run lifecycle marketing programs from inception to execution
• Designing campaign strategy, developing key objectives and measuring results
• Collaborate with teams across realtor.com, including sales, account management, and product
• Identify how to provide a better customer experience, drive engagement, and increase retention
• Develop automated nurture programs for leads and customers at various stages of the funnel and own associated metrics
• Maintain the master campaigns calendar and lead the campaign planning process
• Drive customer advocacy through customer referral programs, cross-sells, and up-sells

Skills: Lifecycle Understanding, Campaign Execution, Strategy Design, Cross-Team Collaboration, Customer Engagement, Automated Nurtures, Campaign Planning, Customer Advocacy

• Create meaningful database segmentation to tailor campaigns/messages to targeted audiences
• Drive content development for assets in campaigns, including email copy, success stories, blog posts and support articles
• Collaborate with copy and the design teams to bring vision to life
• Build and introduce content and tools that enable customer success teams to best support and onboard new partners
• Establish cross-channel programs that work together to tell a story
• Partner with campaign operations to test and implement new communication channels, including chat, SMS and more, to drive increased action and conversions
• Partner with the analytics team to continuously analyze, personalize, and test marketing campaigns
• Collect and report on KPIs and present business updates

Skills: Segmentation Development, Content Creation, Design Collaboration, Success Enablement, Cross-Channel Programs, Channel Testing, Campaign Analysis, KPI Reporting

• Defines the goals, priorities and success metrics, and develops the experimentation roadmap, in line with the long-term vision
• Work backward from customer pain points and build relevant and helpful CX to educate customers and entice engagement
• Develop the future vision for the lifecycle framework and further scale the initiatives
• Manages a high level of ambiguity to tie back macro-level outputs to individual initiatives and measure the impact on the CX and the business
• Collect and analyze customer data to identify new opportunities to drive customer engagement
• Understand, measure and evaluate the impact on the CX and business outcomes
• Drive learnings and insights, and apply for ongoing marketing measures or adjustments to the experimentation roadmap, and recommend scalable automated solutions
• Work effectively with stakeholders across business, regions and levels

Skills: Goal Setting, Customer Experience, Lifecycle Vision, Ambiguity Management, Data Insights, Impact Evaluation, Insight Application, Stakeholder Collaboration

• Develop strategy and planning to support commercial objectives, adopting a test and learn mindset
• Ownership of commercial KPIs related to areas such as Inactivity/Retention and or Pre to Post/Post to Pre KPI’s
• Working with internal stakeholders, providing weekly health metrics of defined KPI’s and diagnostics
• Work closely with segment/product marketing teams and the finance team to identify and answer important commercial questions
• Exploring and examining data from multiple disparate sources, applying appropriate statistical techniques and developing behavioural hypothesis
• Identify profitable commercial experiments, based on sound analytics, ensuring the results are accurate and adaptable for future campaigns
• Translate data-driven insights into tangible campaigns that will influence customers' experience and decision-making
• Lead the development of predictive customer analysis (specifically propensity modelling) for use in base management (i.e., outbound campaigns, inbound next best action and retention activity)
• Define and direct input to the CLM operations team to change adaptive models and direct changes to decision frameworks for inbound marketing and retention activity
• Lead a culture of efficiency, championing the use of the data visualisation tool, Qlik
• Collaborate on the evaluation of new modelling tools, the collection of new data and the refinement of existing data sources (Data Warehouse, Digital, Aster, CNE, etc.), making recommendations to the capability manager
• Collaborate with Analytics, Pricing and Finance functions to ensure commercial hypotheses and the data to prove/disprove are sound and accurate

Skills: Strategy Planning, KPI Ownership, Stakeholder Reporting, Data Exploration, Experiment Design, Insight Translation, Predictive Modeling, Tool Optimization

• Dive into Firstleaf’s vast dataset to identify key patterns, triggers, and segments that can be utilized for targeted marketing to drive conversions and purchases
• Build an end-to-end-customer journey virtually from the ground up, filling gaps in current strategy, improving messaging, and refining customer segments to increase campaign success
• Work closely with Development and Member Experience teams to build a cross-functional approach to drive loyalty
• Improvements to the website and customer service, as well as exploration of other customer touchpoints and channels
• Support customer journey mapping that bridges the gap between customer expectations and proactive/reactive communications
• Develop a deep understanding of the .com user lifecycle and manage marketing automation systems that aid it
• Work closely across brand, product and experience teams to streamline the many touch points with users
• Act as a subject matter expert on all things ‘member email’ and serve as the point person for the global marketing team on member-facing email programs and performance

Skills: Data Segmentation, Journey Building, Cross-Functional Loyalty, Touchpoint Optimization, Journey Mapping, Automation Management, Team Alignment, Email Expertise

• Responsible for the hands-on production of all Email, SMS, and PUSH messages for (2) in-house brands
• Lead architecting and executing functional multi-channel journeys within the Marketing Automation platform
• Provide periodic analytics and consult on conversion optimization for each of the channels
• Take the lead on providing expertise on what’s working, what isn’t, and why
• Collaborate with a super supportive team to define solutions
• Execute technical code, QA and deployment setup of promotional and transactional comms
• Code CSS, HTML, and use WYSIWYG interfaces
• Develop responsive email templates and/or modify existing templates with dynamic content and/or dynamic content rules

Skills: Multi-Channel Production, Journey Architecture, Conversion Analytics, Performance Insights, Team Collaboration, Technical Deployment, HTML/CSS Coding, Responsive Templates

• Utilize third-party email rendering tools such as Litmus, Email on Acid or other
• Identify and troubleshoot email rendering issues across multiple email clients, platforms and devices
• Conduct quality assurance testing with live data
• Utilize knowledge and research of current best practices to make suggestions for the optimization of design, layout, coding, messaging and deliverability of communications
• Design A/B and multi-variate tests, and report outcomes and optimize based on results
• Drive continuous improvement across channel KPIs including deliverability, open rates, click-to-open rates, conversion rates, opt-out rates, and revenue
• Define recipient segments, suppression lists, automated importing rules and conduct data hygiene
• Effectively partner across the organization, product, customer success, sales, risk and finance

Skills: Rendering Tools, Issue Troubleshooting, QA Testing, Design Optimization, Test Design, KPI Improvement, Data Hygiene, Cross-Functional Partnership

• Develop and execute CRM strategies, including email, SMS, and push marketing, to increase acquisition, retention, engagement, and purchase rate goals
• Execute all email and SMS campaigns end-to-end, including promotional campaigns and triggered campaigns, from ideation to optimization
• Create segmentation strategies to manage each customer lifecycle, managing APIs across marketing services for seamless data flows, to ensure delivering the right message at the right time
• Manage a rigorous A/B testing strategy, briskly turning data into actionable insights that directly impact CRM KPIs
• Monitor the health of the email and SMS channels, ensuring best-in-class policies, list hygiene, and deliverability
• Collect and analyze data to ensure that KPI goals for all aspects of the customer journey, including purchase rate, retention, basket size, and LTV
• Ensure all communications meet stringent quality, branding, voice, and content guidelines
• Stay obsessed with industry trends, and advise the team on new technologies and strategies that will help meet goals

Skills: CRM Strategy, Campaign Execution, Segmentation Management, A/B Testing, Channel Health, Data Analysis, Quality Compliance, Trend Monitoring

• Intimately understand the onboarding/implementation of Doctor On Demand to HealthPlan and Employer clients
• Understand the client member funnel and life cycle, identify gaps and opportunities to positively influence conversion and engagement through the B2B2C mindset
• Develop and execute client marketing campaigns to meet annual, quarterly, and monthly business goals and KPIs
• Leverage A/B tests of subject lines, message content, images, offers, landing pages, and mailing frequency to improve client program metrics
• Evaluate and potentially onboard new technology and systems to support strategies
• Understanding of brand positioning and ability to develop a creative messaging strategy across client marketing channels
• Develop segmentation strategies to customize execution tactics and messaging to users based on behavioral data and email engagement data
• Collaborate across internal teams, working closely with the broader marketing team, product, finance, data and client success team
• Continually work to understand all marketing channels to drive registration and utilization for Doctor On Demand’s clients through targeting strategy, relevancy, and analysis

Skills: Onboarding Knowledge, Funnel Analysis, Campaign Execution, A/B Optimization, Tech Evaluation, Messaging Strategy, Segmentation Development, Cross-Team Collaboration

• Partner across all of marketing and customer success, to develop and iterate on evergreen, scalable, trigger-based lifecycle marketing programs that drive pipeline, feature adoption, and expansion account growth
• Partner closely with the Design team to consistently test new concepts across device types and email clients
• Partner with cross-functional teams including product marketing, customer success, and partner teams, to address content and comms gaps
• Develop and test those programs across the entire customer lifecycle
• Partner with Demand Generation and Sales team to build and execute campaigns that increase lead velocity and grow opportunity pipeline (new and expand)
• Develop lifecycle marketing strategies and a roadmap of touchpoints based on analysis of ICP, segments, marketing channel interactions, and trial usage/engagement
• Create and execute strategic initiatives for each stage of the buyer’s journey using a range of channels including email, web, and chat
• Identify key metrics for lifecycle programs and optimize programs by consistently testing and scaling
• Syndicate email marketing best practices and learnings from testing with the broader marketing organization to drive greater impact
• Maintain relationships with product marketing and product management teams to ensure the messaging of programs and product updates is accurate and meaningful to the developer persona
• Own the broader email marketing calendar and ensure consistent messaging with no intraday overlap in targeting

Skills: Lifecycle Programs, Concept Testing, Content Alignment, Cross-Functional Partnership, Pipeline Campaigns, Segment Analysis, Buyer Journey Strategy, Program Optimization

• Working experience in lifecycle marketing, product marketing, or operations 
• Proven track record of creating campaigns and programs that drive customer engagement
• Prior experience working with CRM/marketing automation tools and across email, push, and/or in-app messaging
• Familiarity with Salesforce Marketing Cloud and Braze
• Deep analytical and data acumen 
• Proficiency with Looker, SQL, and Excel
• Exceptional project management and organizational skills
• Strong attention to detail
• Strong communicator, both written and verbal
• Flexibility and ability to work in a fast-paced and dynamic environment

Qualifications: BA in Marketing with 5 years of Experience

• Digital marketing experience, a focus on engagement and retention-related efforts 
• Ability to independently develop presentations that clearly communicate a comprehensive strategy
• Extremely organized and process-oriented with strong attention to detail
• Outstanding analytical skills with a focus on customer trends and analytics
• Entrepreneurial, creative, and ambitious with a solution-oriented mindset
• Strong relationship management skills with the ability to influence key partners
• Experience with Airtable or similar project management tools
• Experience with Excel and/or Tableau
• Passion for television, Streaming Video on Demand (SVOD), or Over the Top (OTT) industry

Qualifications: BA in Communications with 4 years of Experience

• Lifecycle marketing or business strategy experience
• Outstanding interpersonal communication skills
• Knowledge of, interest in, or experience with digital games
• Knowledge of gaming industry trends and a passion for research
• Experience using data to drive decisions and planning
• Demonstrated experience leading large, cross-functional teams
• Proven ability to successfully plan, develop, and complete campaigns and projects independently
• Rock solid organization, time management and attention to detail
• Understanding of agile and iterative campaign processes

Qualifications: BS in Business Administration with 6 years of Experience

• Experience using Marketo
• Experience managing automated email campaigns
• Comfort collaborating with executive leaders
• Ability to effectively switch between strategic and tactical environments within a fast-paced organization
• Expertise using CRM and analytics tools
• Extensive project and program management experience
• Experience in B2B SaaS marketing with demonstrated ability to translate business growth objectives into marketing programs and execution
• Demonstrated success executing effective marketing email programs
• Deep understanding of Hubspot, Salesforce and modern MarTech to automate and optimize the systems that support the customer lifecycle
• Highly collaborative with strong ability to work effectively and influence cross-functionally, at all levels of the organization
• Strategic while planning and rigorous in program execution
• Persuasive communication skills, written and verbal

Qualifications: BS in Data Analytics with 7 years of Experience

• Experience with Customer Engagement Platform ESP/lifecycle automation platforms such as Braze (experience with Braze)
• Proven track record executing a Lifecycle marketing strategy that converts traffic, increases customer retention and drives business value
• Hands-on experience with workflows, segmentation, user journeys, personalisation, automation strategies, conversion optimisation and other lifecycle tactics
• Experience with app lifecycle marketing including push and in-app notifications
• Consistent track record of successfully improving campaign performance (open rates, click-through rates, conversions, etc) through A/B testing
• Experience partnering closely with Product and Engineering to deliver high-quality platforms, tools, and experiences to support Lifecycle Marketing priorities 
• Proficient with Excel
• Experience with SQL to conduct data analysis 
• Familiarity with analytics dashboards such as Tableau, PowerBI, etc 

Qualifications: BA in Advertising with 5 years of Experience

• Hands-on experience managing email and other direct comms programs
• Deep knowledge of customer segmentation and list management
• Hands-on experience defining and executing promotions strategy 
• Deep knowledge of lifecycle marketing operations and technical execution of lifecycle campaigns
• Excellent analytical and quantitative skills
• Experience in robust A/B testing and experimentation workflows
• Experience working cross-functionally and communicating results to a wide range of stakeholders
• Experience in a fast-paced and high-growth environment
• Ability to pivot to the needs of the market
• Ability to work with multiple tools and platforms to achieve campaign objectives

Qualifications: BA in Digital Media with 6 years of Experience

• Experience leading lifecycle, email, CRM and/or Engagement Marketing programs
• Must have considerable experience with marketing automation
• Experience with lead generation through 3rd party paid sources
• Proven experience deriving and using customer insights and data to understand the customer base (Tableau, Google Analytics, etc.)
• Comfortable with ambiguity and change
• Experience in building programs quickly from the bottom up
• Must have a successful track record of developing and executing channel strategies, including measuring and delivering on performance targets
• Able to collaborate well with partners across the organization and thrive in a dynamic, fast-paced, and highly fluid environment

Qualifications: BS in Computer Science with 4 years of Experience

• Work experience in marketing strategy and execution
• Retail/Recruitment strategy, product, or marketing experience
• Experience in the development of insights, learning agendas and working closely with an insights team to design, execute, and draw clear and compelling insights
• Proven track record of building and optimizing multiple, simultaneous marketing campaigns
• Comfortable building strategic marketing plans and executing at a tactical level
• Expert understanding of project management methodology
• Ability to identify and resolve issues, manage program risk and allocate scarce resources effectively
• Experience in audience segmentation and targeting
• Deep analytical abilities, specifically with respect to channel and target customer insights and experiment design
• Proven analytical and quantitative skills
• Ability to use hard data and metrics to back up assumptions and develop business cases
• Proven ability to work in cross-functional teams, communicate with influence and develop scalable solutions/strategies

Qualifications: BA in Public Relations with 7 years of Experience

• Experience in growth/operations
• Experience in lifecycle marketing
• Experience with a variety of marketing automation tools, analytics solutions, and data integration technologies
• Experience with SQL and Google BigQuery
• Experience in a fast-moving startup culture, growth-minded and comfortable with ambiguity
• Strong analytical skills to make data-driven decisions for commercial and operational performance
• Entrepreneurial mindset and a willingness to get one's hands dirty
• Confident communication skills for reporting to stakeholders at different levels
• Ability to influence people across the organisation
• Exceptional organisational skills, attention to detail, and a customer-obsessed approach

Qualifications: BS in Marketing Analytics with 5 years of Experience

• Lifecycle or customer marketing experience with a strong understanding
• Able to use standard methodologies of email, push, in-app notifications, and SMS
• Expertise in managing end-to-end campaigns in large-scale customer engagement platforms
• Record of building and executing data-driven marketing campaigns across various communication channels
• Familiarity with A/B testing, experiment design, and marketing campaign analysis
• Strong project management and planning skills
• Proficiency in Microsoft Excel or Google Sheets
• Ability to work in a fast-paced, multi-project environment

Qualifications: BA in Sociology with 4 years of Experience