Role SUMMARY:


The Director, Customer Lifecycle Marketing will lead the marketing strategy, development and execution of campaigns and initiatives that increase client activation, engagement and lifetime value, while improving loyalty and satisfaction.

The ideal candidate for this role will be a highly data driven marketer, adept at leveraging data and insights to build customer-centric campaigns, along with a demonstrated commitment to continuous improvement. This position reports to SVP, Brand Marketing.

Key Responsibilities:

  • Drive strategy and execution of lifecycle marketing initiatives to onboard, retain, build client loyalty. These initiatives will be directed towards increasing lifetime value by engaging customers with personalized, targeted and relevant marketing at every stage.

  • Responsibility for customer value KPIs, including activation rate of new funded accounts, churn rate, reactivation rate, LTV improvements, etc.

  • Develop and execute an overall CRM strategy and communications plan that leverages the appropriate channels (site, email, mobile in-app/push, in- platform, social, etc.).

  • Create personalized experiences for identified audience segments that drive conversion and engagement.

  • Measure and track effectiveness of these experiences, and optimize as needed.

  • Define and document project briefs, business rules, data/technical requirements, system integrations as well as process and procedures for all lifecycle marketing campaigns.

  • Collaborate with Customer Experience team and other stakeholders to design, implement and optimize personalized lifecycle campaigns.

  • Leverage customer segmentation and value analysis to inform customer journeys and programs; develop actionable cohorts, perform analysis and conduct ongoing A/B testing for optimization.

  • Work with marketing, product, technology and BI teams to advance systems and data/tech requirements to continually improve the amount of intelligence we have for relevant, real-time trigger based marketing.

  • Advance our automation, trigger and behavior based customized marketing to ensure we are delivering the right creative/message, in the right channel, to the right customer at the right time.

  • Ensure all campaigns have key metrics identified, tracked and analyzed with actionable insights and timely reporting of results.

  • Establish best practice and ensure that this is shared with global counterparts.

Skills, Knowledge & Experience Required

  • 5+ years of CRM management experience in a B2C eCommerce company, with expertise in all aspects of lifecycle management including; personalized trigger campaigns, loyalty programs, promotions and customer segmentation

  • Highly data driven marketer with a proven track record of delivering CRM programs that drive overall company goals.

  • Strong customer focus (both internal & external) and understanding of CRM principles and strategies, as well as of enabling CRM technologies such as Salesforce, CMS, Marketing Automation platforms, etc.

  • Proven track record of working at the strategic and tactical level to develop multi-channel marketing campaigns and innovative CRM initiatives

  • Advanced experience working with product, tech and data teams for complex database marketing, data/tech requirements gathering and evolving of CRM technologies specifically; Exact Target/Salesforce

  • Strong writing skills ability to develop robust campaign briefs and, where required, campaign content

  • Strong project management skills including conceptualization, driving alignment, planning resources, managing deadlines and objectives, delivering analysis and recommendations

  • A team player, with the natural ability to collaborate well with others across the organization and thrive in a dynamic, fast-paced and highly-fluid environment

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