Lifecycle Marketing Manager

CompTIA Human Resources

18h•$84,000 - $97,000

About The Position

The Lifecycle Marketing Manager builds and leads CompTIA’s consumer lifecycle marketing capability. The role uses email, segmentation, personalization, automation, and experimentation to improve customer engagement and conversion throughout the customer journey. It develops scalable lifecycle programs and works with international teams to extend lifecycle capabilities, practices, and performance across markets. The manager owns lifecycle marketing use cases and requirements and partners with RevOps, Technology, and cross-functional stakeholders to develop effective programs, improve marketing technology and processes, and support connected customer experiences. The position measures and optimizes lifecycle performance using campaign, CRM, and web analytics data, and explores emerging technologies, including AI-enabled marketing capabilities. CompTIA is an advocate for the global information technology ecosystem. Through education, training, certifications, philanthropy, and market research, it promotes industry growth, workforce development, and broad access to opportunities made possible through technology.

Requirements

Strong knowledge of lifecycle marketing, CRM, email marketing, personalization, and marketing automation principles and practices.
Demonstrated experience using customer data to develop segmentation, targeting, personalization, nurture, and lifecycle strategies.
Experience building and optimizing automated customer journeys and triggered communications.
Strong understanding of email marketing performance, including engagement, conversion, deliverability, testing, and optimization.
Ability to use customer, campaign, and web analytics data to identify insights and inform marketing decisions.
Experience designing, executing, and evaluating A/B or multivariate tests.
Strong understanding of consumer lifecycle marketing across acquisition nurture, conversion, onboarding, engagement, retention, and re-engagement.
Strong project management skills and ability to manage multiple campaigns, stakeholders, and deadlines.
Demonstrated experience building and managing consumer lifecycle programs from strategy and audience definition through execution, measurement, and optimization.
Experience using data, analytics, and experimentation to improve customer engagement and business outcomes.
Experience working in a cross-functional marketing environment with multiple stakeholders and priorities.
Curiosity and demonstrated ability to evaluate and adopt emerging marketing technologies and new approaches to improve customer experience and marketing effectiveness.
Ability to translate lifecycle marketing strategies and best practices for different audiences, teams, and markets.
At least 5 years of experience in related fields.

Nice To Haves

Experience with Sailthru, Microsoft Dynamics, and Google Analytics.
Experience supporting multiple audiences, markets, or regions.
Bachelor’s degree.

Responsibilities

Build and evolve consumer lifecycle marketing strategy, programs, customer journeys, and operating practices across acquisition nurture, conversion, onboarding, engagement, retention, and re-engagement.
Develop audience segmentation, targeting, personalization strategies, triggered communications, and automated journeys based on customer behavior, interests, engagement, and lifecycle stage.
Use behavioral, engagement, and lifecycle data to improve the relevance and personalization of customer experiences.
Own lifecycle marketing use cases and requirements, partnering with RevOps and Technology on platform capabilities, integrations, data needs, and enablement.
Build and manage email and lifecycle campaign calendars, workflows, audience selection, quality assurance, deployment, and post-campaign analysis.
Develop a testing and optimization program across messaging, offers, audiences, cadence, journeys, and customer experiences.
Measure lifecycle performance using campaign, CRM, and web analytics data to identify opportunities to improve engagement, conversion, retention, and customer experience.
Work with the Demand Generation Manager to align consumer lifecycle and B2B demand generation strategies, share audience and performance insights, and identify opportunities for a more connected customer experience.
Partner with Growth, Brand, Product, Content, Analytics, Technology, and other stakeholders to turn consumer growth priorities into lifecycle marketing programs.
Partner with international marketing teams to adapt lifecycle strategies, journeys, campaigns, and best practices to individual market needs.
Develop repeatable lifecycle marketing frameworks, playbooks, testing practices, and learnings for sharing across teams and markets.
Develop lifecycle communications supporting post-purchase and certification experiences, including credential and badging communications where appropriate.
Explore emerging technologies, including AI-enabled marketing capabilities, to improve personalization, content development, testing, efficiency, and performance.
Evaluate and recommend improvements to lifecycle processes, marketing technology, automation, and audience activation capabilities.
Model CompTIA’s values and participate in required and role-relevant training.
Travel as required by role responsibilities and business needs.