Head Of Lifecycle Marketing

About Quizlet:

Inspired by our belief that anyone can learn anything and powered by our own curiosity, we build the smartest tools we can imagine to help students learn.  

Quizlet is the popular, global learning platform and app that millions of students, teachers and everyday people use to study any subject imaginable for school, work or as part of their personal interests -- including two-thirds of high school students and half of all college students in the US. Combining cognitive science and machine learning, Quizlet guides students through adaptive study activities to confidently reach their learning goals. We’re on track to become the undisputed leader in user-generated learning content and engagement, at the scale of YouTube.  

Valued at $1 billion, Quizlet has raised over $60 million in venture capital from investors including Icon Ventures, Union Square Ventures, General Atlantic, Costanoa Ventures, Owl Ventures, and Altos Ventures.  

To serve our global community of learners, our teams tackle lofty technical challenges and design for use cases across cultures and languages. We work hard, act like owners, and collaborate every chance we get. We’re energized by the potential to power more learners through multiple approaches and various tools.

About the Team:

Quizlet’s overall marketing team is responsible for driving brand awareness, user engagement, subscription, and ads growth. The Head of Lifecycle role will lead the Lifecycle Marketing team, which is focused on driving customer engagement and retention via many of our owned channels. The Lifecycle team works cross-functionally with product marketing, brand, product, and engineering teams. This role reports to the Director of Product & Lifecycle Marketing. 

About the Role:

As the Head of Lifecycle Marketing, you will be responsible for growing activation, engagement, retention, and subscriptions via our Braze-run channels. You will lead the Lifecycle Marketing team in managing our triggered and seasonal ad hoc programs in service of driving incremental sessions and monthly active users. You will help shape the ways campaigns come to life with personalized data, timely targeting, and engaging copy and creative. Your strategic mindset and deep understanding of customer behavior will be instrumental in helping you evaluate opportunities and prioritize incoming tickets.

You’ll be confident using data to shape campaign structures and strategies as well as in analyzing campaign and channel effectiveness. From a channel perspective, you’ll help us establish strong performance baselines and best practices across email, push, SMS, and many onsite channels. You’ll collaborate with product, data science, and engineering team members across the company to unlock new triggered and ad hoc campaign opportunities and experiences. As you test and learn, you’ll help us establish playbooks for scaling the impact of winning initiatives. 

As an excellent communicator, you will be confident in sharing your learnings and proposals in well-synthesized decks and documents. You will thrive in this role if you can break down your thinking, solicit direct feedback, and bring stakeholders along for the ride. 

We’re looking for a candidate who can make decisions quickly and who can interpret and share results in a way that helps move our overall business understanding forward. Last but not least, you’ll be someone who can inspire and mentor your team members to grow their technical and strategic expertise in lifecycle marketing. 

This is a hybrid role based out of our Denver, Los Angeles, Seattle, or San Francisco office.

In this role, you will:

• Develop and implement comprehensive lifecycle marketing strategies that align with the company’s growth objectives, enhancing customer engagement
• Lead cross-functional initiatives to optimize the customer journey, from sign up and activation through product adoption, retention, and subscription
• Drive best-in-class campaign analysis, partnering with our analytics team to ensure we can optimize campaigns to deliver strong incremental results
• Use data analytics to gain insights into customer behavior and preferences, leveraging these insights to tailor marketing efforts and improve campaign effectiveness
• Oversee the management of all lifecycle marketing channels, including email, SMS, push notifications, and in-app messages, ensuring user-friendly, cohesive, and personalized customer communication
• Collaborate with product marketing, brand, product, and engineer teams to ensure marketing strategies are integrated and supportive of overall business goals
• Stay ahead of industry trends and advancements in lifecycle marketing technologies and practices, continuously innovating and evaluating new channels and capabilities with analytical test-and-learn approaches
• Lead, mentor, and develop a high-performing marketing team, fostering a culture of excellence, creativity, and continuous improvement

What you bring to the table:

• 10+ years of experience in lifecycle or digital marketing, with at least 3 years in a team leadership role
• Deep understanding of marketing automation tools and CRM systems
• Proven track record of designing and executing successful lifecycle marketing strategies. You’ll be someone who can take a 50,000 foot view, think through structural implications, and sweat the details of design, message, and execution
• Strong analytical skills, with experience in data analysis and customer segmentation
• Strong track record of A/B testing for optimization and holdout reporting to measure campaign and channel effectiveness
• Creative thinker with a customer-centric mindset
• Good concise consumer copywriting skills
• Experience building complex lifecycle campaign canvases and ability to coach and recommend iterations and new tests to drive efficiencies and transferrable learnings
• Excellent leadership and team management abilities, with a passion for mentoring and developing talent
• A high degree of attention to detail, coupled with the soft skills to deliver effective feedback to team members
• Outstanding communication and collaboration skills, capable of working effectively across different teams and departments
• History of influencing cross functionally to enable your team with well connected data library and strategy
• Excellent organizational and prioritization skills and the ability to implement process improvements

Bonus points if you have:

• Background using Braze for marketing automation
• Familiarity with Liquid logic
• Familiarity with the ed tech landscape and/or Gen Z consumers
• Experience working within a freemium consumer subscriptions business
• Experience driving onsite marketing campaigns and building new onsite channels
• Experience doing lifecycle for a global company including localization considerations
• Lightweight design skills in Figma to mock up ideas

Compensation, Benefits & Perks:

• Quizlet is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. Salary transparency helps to mitigate unfair hiring practices when it comes to discrimination and pay gaps.  Total compensation for this role is market competitive, including a starting base salary of $142,000 - $210,000, depending on location and experience, as well as company stock options
• Collaborate with your manager and team to create a healthy work-life balance
• 20 vacation days (and we expect you to take them!)
• Competitive health, dental, and vision insurance (100% employee and 75% dependent PPO, HMO, VSP Choice)
• Employer-sponsored 401k plan with company match
• Access to LinkedIn Learning and other resources to support professional growth
• Paid Family Leave, FSA, HSA, Commuter benefits, Wellness benefits
• 40 hours of annual paid time off to participate in volunteer programs of choice