Marketing Automation Specialist – Retention
2 weeks ago
Marketing Automation Specialist
to join our growth marketing team. The primary goal of this role is to leverage marketing automation tools to drive customer retention, engagement, and growth. You will be responsible for executing lifecycle marketing campaigns, setting up automation workflows, and optimizing customer journeys to enhance long-term customer value and increase retention.
Key Responsibilities:Marketing Automation Strategy & Execution:Manage and optimize the marketing automation platform (e.g., Clevertap) to create personalized campaigns focused on customer retention and growth.Design and implement automated email, SMS, and in-app marketing campaigns based on customer behaviour, segmentation, and lifecycle stage.Develop nurturing workflows and drip campaigns to re-engage inactive users, reduce churn, and improve customer lifetime value (CLV).Customer Segmentation & Personalization:Build and maintain dynamic customer segments based on demographics, purchase history, engagement level, and behaviour.Develop and execute personalized messaging strategies for different customer segments to enhance the customer experience.Continuously refine segmentation strategies to ensure targeted and effective communication across the customer journey.Lifecycle Marketing & Customer Journeys:Map out and optimize the customer journey to ensure seamless interactions at each stage of the funnel.Work with the product and content teams to design lifecycle marketing programs that guide users from onboarding to conversion, retention, and advocacy.Implement triggered campaigns for key lifecycle moments (e.g., onboarding, cross-sell, upsell, renewal, win-back).Campaign Performance & Analytics:Track, analyse, and report on the performance of marketing automation campaigns, focusing on key retention and growth metrics such as churn rate, reactivation, and engagement.Use A/B testing, cohort analysis, and other data-driven methods to optimize email content, delivery timing, and customer touchpoints.Collaborate with the data team to ensure accurate reporting and tracking of campaign success.Retention & Growth Initiatives:Collaborate with the growth marketing team to develop retention and loyalty programs that incentivize repeat purchases and increase customer lifetime value.Identify opportunities to introduce new touchpoints or features that will enhance customer engagement and retention.Implement referral programs, loyalty rewards, and personalized offers to drive growth among the existing customer base.Cross-Department Collaboration:Work closely with sales, customer success, and product teams to ensure that marketing automation strategies align with broader business objectives.Coordinate with the content and design teams to create high-quality, engaging assets for automated campaigns (e.g., email templates, landing pages, messaging).
Requirements:Education:
Bachelor’s/Master’s degree in Marketing, Business, Data Science, EngineeringExperience:
5+ years of experience in marketing automation, email marketing, or lifecycle marketing.Technical Skills:Hands-on experience with marketing automation tools such as Webengage/Clevertap or similar platforms.Familiarity with email marketing best practices, CAN-SPAM compliance, and deliverability optimization.Basic understanding of HTML/CSS for email customization and troubleshooting.Data-Driven Mindset:
Strong analytical skills with the ability to interpret data, track KPIs, and generate actionable insights to drive campaign performance.Project Management:
Ability to manage multiple campaigns simultaneously and prioritize tasks in a fast-paced environment.Attention to Detail:
Strong focus on accuracy and maintaining data integrity in marketing automation platforms.Communication Skills:
Excellent written and verbal communication skills, with a knack for crafting compelling, personalized messaging for customers at different stages of the journey.
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