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Customer Lifecycle Manager
2 months ago
CUSTOMER LIFECYCLE MANAGER
Job Description:
The Customer Lifecycle Manager will be responsible for creating, executing, and optimizing communication strategies that engage customers across various stages of their lifecycle. The role will involve leveraging HubSpot to automate email marketing campaigns, manage CRM workflows, and ensure that brand messaging is consistent and impactful. The ideal candidate will have strong experience in lifecycle marketing, email automation, and customer segmentation to drive customer retention, upsell opportunities, and overall engagement.
Key Responsibilities:
1. Lifecycle Marketing Strategy:
- Develop and implement a customer lifecycle strategy focused on onboarding, engagement, retention, and reactivation, ensuring consistent communication at each touchpoint.
- Design lifecycle campaigns that align with customer personas and target specific behaviors, such as first purchase, repeat purchase, or lapsed customers.
- Map out customer journeys and identify key moments for targeted communication to improve customer satisfaction and loyalty.
2. Email Marketing & HubSpot Automation:
- Own the email marketing strategy, creating personalized email campaigns that nurture customers through the lifecycle, including welcome series, re-engagement campaigns, post-purchase follow-ups, and cross-sell/upsell messages.
- Leverage HubSpot to set up and manage automated email workflows, segmentation, lead scoring, and customer journey mapping to improve the efficiency and impact of communications.
- Design and execute A/B tests to optimize email subject lines, content, layouts, and send times to maximize open rates, click-through rates (CTR), and conversions.
3. Customer Segmentation & Personalization:
- Create detailed customer segments based on behavior, purchase history, engagement level, and demographics using HubSpot data.
- Personalize email and communication strategies to ensure each customer segment receives the most relevant and timely messaging.
- Work with data teams to analyze customer behavior and create dynamic content within emails to deliver tailored offers, product recommendations, and updates.
4. Brand Communication:
- Develop and maintain a consistent brand voice and tone across all lifecycle communications to ensure a cohesive customer experience.
- Work closely with content and design teams to create engaging email templates and assets that align with the brand’s visual identity and messaging.
- Ensure that all communications are compliant with GDPR, CAN-SPAM, and other data privacy regulations.
5. Data Analysis & Optimization:
- Track, measure, and report on key email marketing KPIs such as open rates, CTR, conversion rates, unsubscribe rates, and customer lifetime value (CLV).
- Use HubSpot’s analytics and reporting tools to monitor the effectiveness of lifecycle campaigns, identifying areas for improvement and optimization.
- Provide actionable insights from campaign performance to iterate and improve future communications, ensuring continual growth in customer engagement and retention.
6. Cross-Functional Collaboration:
- Collaborate with the sales, customer success, product, and marketing teams to align lifecycle campaigns with broader company objectives, ensuring a seamless experience from marketing to product usage.
- Work with the customer success team to design campaigns that reduce churn and improve customer satisfaction, leveraging feedback to inform communication strategies.
- Partner with sales teams to nurture high-potential leads, delivering automated drip campaigns that convert leads into paying customers.
7. Campaign Innovation & Best Practices:
- Stay up to date on the latest trends in email marketing, automation, and customer lifecycle management, applying best practices and new techniques to improve campaign performance.
- Experiment with new communication channels or methods, such as SMS, in-app messaging, or push notifications, to enhance engagement throughout the customer journey.
Required Skills and Experience:
- 7+ years of experience in lifecycle marketing, email marketing, or CRM management, preferably in a role focused on automation and customer engagement.
- Strong expertise in HubSpot (or similar platforms like Marketo, Salesforce Marketing Cloud), including building workflows, managing lists, lead scoring, and setting up reports.
- Proven experience in designing and executing email marketing campaigns with demonstrated success in improving engagement, retention, and revenue.
- Excellent understanding of customer segmentation and data-driven marketing strategies to deliver personalized and targeted communication.
- Familiarity with A/B testing, email deliverability best practices, and automation workflows.
- Strong analytical skills with the ability to translate data into actionable insights for campaign improvements.
- Excellent communication skills, both written and verbal, with the ability to craft clear, compelling brand messaging.
KPIs & Success Metrics:
- Increase in email open rates, CTR, and overall engagement.
- Growth in customer retention and repeat purchase rates.
- Improvement in customer lifetime value (CLV) through effective lifecycle marketing.
- Reduction in churn rate and increase in customer satisfaction metrics.
- Efficiency in email automation and the performance of HubSpot workflows.
