Lifecycle Campaign Manager

Job Summary:

The Lifecycle Campaign Manager, will be a driven, entrepreneurial, resourceful, forward thinking and committed individual focused on leading our lifecycle marketing campaign efforts and improving retention throughout a customer’s experience, partnering closely with product, operations, engagement, analytics, and marketing teams to develop, test and optimize our lifecycle journeys and automation. The ideal candidate will be highly analytical, organized and have a skill set that includes expertise or exposure to CDP/ESP platforms, cross-channel marketing, analytics, and process design. This individual must have strong communication skills, agile adaptability skills to new technologies, be proactive and thrive in a fast-paced environment.       

 Job Expectations:

• Partner with the Senior Manager of Retention & Rewards to develop the strategy for cadence, creative and sequencing of user messages across all CRM channels (email, push, in-app, message center, external messaging platform, etc). This includes overseeing end-to-end campaign management and execution of key ongoing campaigns and leading rapid experimentation, multivariate A/B test plans, building audience segmentation, deploying the campaign, and reporting on results.  
•  Perform campaign analysis on key business metrics to draw actionable insights and identify growth opportunities
•  Partner closely with tech and product teams to develop and optimize the customer lifecycle roadmap and documentation, which includes campaign testing and optimizations
• Manage and execute all customer lifecycle campaigns from activation flow to onboarding and retention while eliminating the risk of lapsed customers. Applicable for global and country-specifics.
• Develop and understand target customer segments and priority insights (what resonates when in which channels and what country) to drive desired behaviors by segment. Collaborate closely with other cross functional teams to inform customer segmentation and communication strategies to address business objectives.
• Work against tight turnarounds, short marketing cycles, and implementing fixes and enhancements to help meet other marketing channel needs
• Write detailed briefs and work closely with creative, content and translation teams to manage delivery of assets for email, push and in-app campaigns.
• Become the subject matter expert on our CRM, CDP and ESP execution and reporting platforms (Google Analytics, Tableau)
• Collaborate cross functionally with digital experience team to understand customer opportunities, pain points and help reduce friction through ongoing enhancements and implementing the right messaging at the right time
• Develop a playbook for product/category adoption campaigns that increases engagement and conversion in a scalable and efficient way

Knowledge, Skills and Abilities:

• Must be comfortable operating in a fast-paced, high pressure environment with minimal supervision and proven ability to meet deadlines.
• Self-directed and self-motivated with ability to work collaboratively with different teams and independently to deliver multiple priorities.
• Detail-oriented with strong organizational, project prioritization/management and analytical skills.
• Excellent proofreading abilities
• Comfortable working with enterprise level program like Email Service Provider and Customer Data Platforms
• Technical aptitude as well as an ability to think creatively, assess organizational needs and provide solutions accordingly.
• Strong business acumen with understanding of online retail consumer behavior

Bonus Experience:

• Experience with Google Business Suite (Gmail, Drive, Docs, Sheets, Forms)
• Knowledge in CAN-SPAM, GDPR and email best practices
• Basic knowledge of JINGA
• Bilingual or Multilingual in Chinese
• Knowledge and/or experience of marketing/promotional offers and types
• Interpersonal savvy to effectively work with all levels of employees across multiple functions and geographies
• Passion for health and wellness

 Equipment Knowledge:

• Working experience with Microsoft Office Suite (Word, Excel e.g. pivot tables, vlookups, PowerPoint)
• Basic knowledge of SQL
• Experience with analytical tool and preset data in an informative (A plus if familiar with Google Analytics, Tableau)
• Working knowledge of HTML/CSS programming and HTML editors

Experience Requirements:

• 3+ years in permission-based marketing experiences with a proven track record of managing high volume of email, push and SMS campaigns

Education Requirements:

Bachelor’s Degree in Business, Statistics or related field preferred.

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