Director, Lifecycle Marketing

About the Role:

We are looking for a highly analytical and strategic marketing leader to oversee the Lifecycle Marketing function at Credible. Reporting to the General Manager, Lifetime Value, you will play a pivotal role in driving engagement and retention by developing and executing data-driven marketing strategies. You must be able to think both strategically and analytically about the customer lifecycle and creatively about the customer experience. You’ll transform and execute these insights into a cohesive customer journey. 

You will be a strong leader that is comfortable overseeing the journey of Credible users, digging into data to diagnose issues, and continually identifying the highest potential opportunity areas to invest time and resources. You’ll collaborate with cross-functional teams and be considered as the Lifecycle Marketing expert at Credible.  

You’re a great fit for this role if you’re:

• Highly data-driven and analytical, leveraging customer insights to inform marketing strategies and optimize campaign performance.
• Experienced in lifecycle marketing within the fintech or consumer finance industry, with a track record of successfully driving customer acquisition, engagement, and retention.
• A strategic thinker with a focus on driving business growth, achieving KPIs, and staying ahead in a competitive market.
• Proficient in utilizing marketing automation tools, CRM systems, and advanced analytics platforms to execute targeted and personalized campaigns.
• Passionate about enhancing the customer experience, identifying opportunities to improve satisfaction and product adoption through marketing initiatives.
• A strong collaborator with excellent communication skills, able to work effectively with cross-functional teams and lead a high-performing marketing team.
• Up-to-date with industry trends, best practices, and regulatory requirements in the fintech and consumer finance space, always seeking opportunities for innovation and improvement.

Responsibilities:

• Develop and execute data-driven lifecycle marketing strategies Design and implement comprehensive lifecycle marketing strategies that are deeply rooted in data and analytics. Utilize customer insights, behavioral data, and market research to inform decision-making and create targeted campaigns that optimize customer acquisition, activation, retention, and reactivation.
• Customer segmentation and personalization Leverage customer data and analytics to segment the customer base and create highly personalized marketing communications. Develop and refine customer personas, and tailor messages, offers, and experiences to specific customer segments, ensuring relevance and effectiveness.
• Campaign planning and execution Plan and execute integrated marketing campaigns across various channels, leveraging data and analytics to inform campaign strategies. Collaborate with cross-functional teams to ensure cohesive and consistent messaging throughout the customer journey, and utilize data-driven insights to optimize campaign performance. Oversee team QA to ensure all associated creative assets and media is executed and delivered flawlessly.
• Performance tracking and optimization Establish key performance metrics and leverage data analytics to track the effectiveness of lifecycle marketing campaigns. Utilize A/B testing, data analysis, and iterative approaches to continuously optimize campaigns, increase engagement rates, conversion rates, and customer lifetime value.
• Customer experience enhancement Collaborate with product, and customer support teams to improve the overall customer experience. Utilize data and analytics to identify opportunities to enhance customer satisfaction, reduce friction points, and drive product adoption through strategic marketing initiatives. Collaborate with other internal teams on shared projects to achieve the most impactful customer journeys possible, including a harmonious brand voice and strategy across all marketing channels.
• Data analysis and reporting Utilize analytics tools and techniques to analyze customer data and extract actionable insights. Generate reports and present findings to stakeholders, highlighting trends, opportunities, and areas for improvement.
• Team leadership and management Build and lead a high-performing lifecycle marketing team with a data-driven mindset. Provide mentorship, guidance, and support to team members, fostering their professional growth and ensuring the successful execution of marketing initiatives.
• Market research and competitive analysis Stay updated on industry trends, customer preferences, and competitive landscape. Conduct market research and competitor analysis, leveraging data and analytics, to identify opportunities and develop strategies to stay ahead in the market.

Education and Experience:

• Bachelor's degree preferred.
• Proven experience (expected 7+ years, but not required) and track record of success in lifecycle marketing, preferably within the consumer finance or broad consumer space.
• Strong understanding of customer lifecycle and experience with developing and implementing successful lifecycle marketing strategies.
• Experience in owning roadmaps, budgets, and forecasts.
• Proficiency in marketing automation tools, customer relationship management (CRM) systems, and analytics platforms.
• Excellent analytical skills with a strong ability to derive insights from data and use them to drive decision-making.
• Experience with customer segmentation, personalization, and A/B testing, leveraging data-driven approaches.
• Strong project management skills with the ability to prioritize and manage multiple campaigns and initiatives simultaneously.
• Exceptional communication and collaboration skills, with the ability to work effectively with cross-functional teams and to impart information in a clear and concise manner, and effectively work cross-functionally.
• Agile and adaptable, a leader who is not afraid to roll up your sleeves to get it done and quickly.
• Experience in managing and nurturing teams. A team leader who champions best practice and can build a high performing team.
• Strategic mindset with a focus on driving business growth and achieving key performance indicators (KPIs) using data-driven approaches.
• Up-to-date knowledge of industry trends, best practices, and regulatory requirements in the fintech and consumer finance space.

Credible is open to hiring candidates in the following locations: California, Colorado, Connecticut, Florida, Georgia, Illinois, Indiana, Kentucky, Massachusetts, Michigan, Missouri, Nevada, New Jersey, New Mexico, New York, North Carolina, South Carolina, Texas, Tennessee, Utah, Virginia, Washington