Consumer Lifecycle Marketing Manager
About the role
The Consumer Lifecycle Marketing Manager drives Customer Lifetime Value (CLV) by crafting acquisition, onboarding, cross-inform, activation, engagement and win-back strategies. This role integrates strategies to drive deposit, loan, and product growth across the enterprise through data-driven strategies and campaigns.
Responsibilities
- Proactively engage product and community bank partners to identify opportunities to grow customer acquisition, product adoption and penetration within targeted segments
- Oversee the team that supports local Community Bank events and sponsorships and proactively manage the inventory of in-branch materials by monitoring use patterns, staying on top of current campaign schedule, Community Bank feedback, etc.
- Research the market dynamics (including market share) and competitor strengths, positioning, and activities
- Work closely with data and analytics to identify segments likely to bring additional revenue
- Create offer, channel, cadence, and messaging strategies that accelerate the target segments through their micro-journeys
- Campaigns should focus on direct channels, owned properties, events, retargeting, paid & search digital media, and SLW activities
- Partner with analytics to measure the performance of all campaigns through multiple measurement methods: A/B, multi-variant, lift/baseline, etc.
- Meet frequently with end-users (bankers) and their leaders to learn about their sales environment and scenarios, and challenges they need to overcome
- Stay up to date on bank performance metrics and identify ways for the bank to better achieve annual goals
- Frequently provide insights on high propensity customer segments, the current penetration and cross-sell ratios with each, and opportunities for growth
Requirements
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- Bachelor's degree in related disciplines, such as Marketing or Business required
- MBA preferred
- Minimum of eight (8) years of product marketing, strategic marketing, channel marketing, or agency experience
- Demonstrated knowledge of how to build data-driven, multi-channel, direct marketing campaigns
- Ability to execute campaigns via MAP and/or CRM systems like Safesforce, HubSpot, Marketo, etc.
- Proactive communicator with a track record of strong teamwork and collaboration across all levels
- Exceptional interpersonal skills and ability to work well with a wide range of people
- Strong initiative in the development and timely completion of projects and deadlines
- High energy individual who maintains day-to-day discipline and positive outlook
Qualifications
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- Bachelor's degree in related disciplines, such as Marketing or Business required
- MBA preferred
- Minimum of eight (8) years of product marketing, strategic marketing, channel marketing, or agency experience
- Demonstrated knowledge of how to build data-driven, multi-channel, direct marketing campaigns
- Ability to execute campaigns via MAP and/or CRM systems like Safesforce, HubSpot, Marketo, etc.
- Proactive communicator with a track record of strong teamwork and collaboration across all levels
- Exceptional interpersonal skills and ability to work well with a wide range of people
- Strong initiative in the development and timely completion of projects and deadlines
- High energy individual who maintains day-to-day discipline and positive outlook