Job details
Job type full-time
Full job description
The senior lifecycle marketing manager will drive strategy for all customer lifecycle marketing programs including the development of the customer journey, defining touchpoints along the way, and executing programs that drive deeper engagement with newfold customers to increase usage, engagement and retention and drive revenue per existing accountResponsibilities:
Develop lifecycle marketing strategies in coordination with product, product marketing, strategic marketing and customer support teams
Recommend and implement new initiatives to improve ongoing engagement and nurture activities that align with specific points in the customer lifecycle
Develop and inform automated customer marketing communication strategies for next best offer, retention, cross-sell, and targeted offers
Implement hypothesis-driven tests, including evaluating test and campaign results, and making and implementing recommendations for improvement
Implement innovative marketing campaigns for existing customers to meet cross-sell revenue goals and customer retention goals
Provide oversight and direction for daily-weekly-monthly data-driven reporting of campaign and overall channel performance
Manage the lifecycle marketing program manager providing guidance and developmental feedback
Work with multiple functional teams to execute multi-channel campaigns and activities
Work closely with our internal creative team on asset requests, providing input and feedback on deliverables
Create and manage communications plans for migrations, product updates, maintenance windows, etc.
Quickly become a brand expert for multiple brands, ensuring all marketing materials adhere to established guidelines
As owner of customer journey, develop the journey map, gain team alignment with marketing, product, customer support, sales, and other groups within newfold
Planning and execution of programs including adoption, cross-sell, and up-sell across marketing tactics like events, e-mail, social media, video streaming, and other direct to consumer tactics
Gain deep understanding of the challenges and successes that our product users encounter as they use portfolio product(s)
Partner with training teams to ready and enable customer support managers in adoption, retention, and expansion activities
Lead development of and introduce sales enablement tools including brochures, web copy, and presentations that support cross-sell and upsell
Analyze and monitor the impact of programs, using insights to constantly improve approach
Determine the appropriate methods and metrics for measuring and monitoring marketing effectiveness and analyze key metrics to measure attribution and performance of lifecycle marketing programs
Work cross functionally with the creative, content, acquisition, and storefront teams to develop content based on the buyer’s journey that includes videos, customer success stories, whitepapers, sales presentations, podcasts, corporate website pages, and blog articles
Work closely with the product development team to determine the most profitable course for each existing and new product
Focus:
Success in this role requires a passion for marketing, eagerness to try and learn new things, and some knowledge of best practices around effective messaging, funnel optimization, deliverability, customer segmentation, reporting, analysis, and testing strategies
A deep knowledge of crm and automated customer communication platforms
A customer-first mindset when approaching projects
Craft compelling messages across marketing channels (landing pages, ad campaigns)
Work with various teams (creative, content, acquisition, product, sales) to implement strategies
Test and learn iteration
Evaluate initiatives using relevant kpis and feedback from existing and prospective customers
Requirements:
Experience with automated marketing tools for next best offer, cross-sell and targeted communications
Proven experience as a lifecycle marketing manager, product marketing manager, marketing manager, brand manager, or similar role
Experience in market analysis
Familiar with product marketing tactics (e.g., integrated marketing campaigns)
Working knowledge of web analytics tools (eg: google analytics, webtrends)
Excellent communication skills
Keen eye for detail
Creativity
Analytical mind and strong quantitative skills
Bsc/ba in marketing, communications, or similar field
Employment with web.com is at-will and nothing in this job description should be interpreted or construed to alter the at-will employment relationshipThis job description includes the essential job functions required to perform the job described above, as well as additional duties and responsibilitiesThis job description is not an exhaustive list of all functions that the employee performing this job may be required to performThe company reserves the right to revise the job description at any time, and to require the employee to perform functions in addition to those listed above.
