Sr. Director, Lifecycle And Brand Marketing

How you’ll be impactful:

We are seeking an experienced and transformative Senior Director, Lifecycle and Brand Marketing to lead our customer-centric marketing efforts for our US Marketplaces. In this role, you will be responsible for developing and implementing strategies that drive customer engagement, and retention, ultimately contributing to revenue growth.

Reporting to the President, you will own the customer journey strategy across US marketplaces, with the majority of time spent on our largest brand, Keen. In this role, you will play a pivotal part in developing and executing strategies that enhance customer activation, adoption, and retention through lifecycle marketing. This position involves leading a skilled team and requires a deep understanding of and experience with customer journey mapping, segmentation, personalization, multi-channel marketing, PLG, digital reporting and analytics. You will use your passion for customer engagement to work collaboratively across multi-functions advising, growing and assessing opportunities. You will have a passion for data, confidently dissecting it and having the ability to understand the balance between our business goals and overall customer engagement.

What you’ll be doing:

• As Sr. Director, Lifecycle & Brand Marketing, you will lead the next stage of growth and optimization of our lifecycle and loyalty marketing, setting a new industry standard for customer engagement
• Owner of annual budget for the lifecycle marketing department, including creative agency
• Develop and implement a comprehensive lifecycle marketing strategy that encompasses all customer value segments, with a strong emphasis on retention and growth
• Refine Brand voice and ensure messaging and content relevance to improve engagement
• Manage and mentor a team of marketing professionals, providing guidance, direction, and mentorship to ensure the successful execution of lifecycle marketing campaigns and initiatives
• Define and refine customer segments, tailoring messaging and campaigns to address their unique needs and behaviors fostering an experimentation culture throughout your team
• Improve journey conversion rates by identifying new surface areas within the product, developing testable hypotheses, and running experiments to validate them
• Define and monitor key lifecycle metrics to facilitate ongoing campaigns, programs, and optimization, including conversion, product engagement, adoption, and retention rates
• Utilize data and analytics to effectively segment and target customers, optimizing communication strategies across different stages of the customer journey
• Regularly evaluate and report/present on the effectiveness of lifecycle marketing initiatives using key performance indicators and data-driven insights for continuous improvement
• Partner with Product to build and carve out in-product surface areas to drive retention 
• Establish a partnership with Product teams to create and implement a roadmap of experiments that improve metrics across the funnel
• Develop and implement targeted campaigns that drive retention, upselling, cross-selling, and expansion opportunities
• Stay informed about industry trends, emerging technologies, and best practices, providing expert guidance and leadership in the context of lifecycle marketing
• Work globally within Ingenio to leverage learnings and best practices from sister brands

What you’ll need to be successful:

• Minimum of 10+ years in marketing, with a proven track record of developing, launching, and scaling campaigns that drive customer retention
• Highly analytical and data-driven, with the ability to leverage data to enhance customer experiences, personalize interactions, and drive business decisions
• Demonstrated ability to operate at both strategic and tactical levels, seamlessly transitioning from high-level strategic planning to hands-on execution
• Knowledge of modern design principles, user experience testing, and analytics, with experience in managing multiple stakeholder products in a dynamic environment
• Strong leadership qualities, skilled in storytelling and effective communication, capable of influencing across functions and driving conversations with senior leaders.
• Self-starter with an entrepreneurial spirit, strong work ethic, and a results-oriented mentality, equipped with a test-and-learn approach to continuously optimize and refine marketing strategies

Perks & Benefits: