How you’ll make an impact:
As the Lifecycle Campaign Planner, you’ll play a crucial role in shaping and managing our global and regional email campaign strategy. By monitoring contact frequency, email engagement and opt out, you’ll help drive meaningful and relevant customer interactions and experience while supporting core business objectives. With many stakeholders and campaigns, you’ll lean on your superpower of optimising processes, setting up frameworks and documentation to streamline cross-functional ways of working.
In this role you’ll work closely with requesting stakeholders (e.g. Regional Marketing, Product Marketing, and Partnership teams) to understand and align on objectives and priorities, enabling you to strategically scope, plan, and reverse brief campaign recommendations. As a data-led strategic thinker, you’ll provide campaign guidance that best balances stakeholder needs with best practice and customer experience. In order to deliver on campaign commitments, you’ll work hand in glove with the Marketing Automation Team Lead, Regional and Ops Comms and their team of locally embedded Marketing Automation Specialists to translate stakeholder briefs into effective and timely executions and track all key performance metrics such as deliverability, opt-outs, and engagement. You'll also partner with Lifecycle Marketing Leads to establish and monitor the full picture view of end-to-end customer communications in order to protect the customer’s inbox.
What you'll do:
- Take ownership of the entire customer communications calendar (Small Business and Accountant & Bookkeeper Partners), operating as the “front door” for all internal direct communications requests (including Product Marketing, Regional Marketing, and Partnerships team etc)
- Act as a strategic advisor, putting our customers at the core of everything you do - you’ll make decisive and rational decisions based on information and expertise, pushing back on stakeholder requests and recommending alternative solutions as necessary
- Guide and coordinate cross-functional programs across multiple internal teams, both technical and non-technical, to ensure cohesive, seamless campaign planning and delivery
- Regularly communicate results and program status updates, owning the outcome and effectively flagging risks - early to relevant stakeholders and GM Lifecycle Marketing
- Own and maintain the master email comms/contact calendar, ensuring visibility and alignment across lifecycle, promotional, transactional, and other ad-hoc scheduled sends
- Continually monitor and optimise global and regional campaign schedules to avoid message conflicts, overlaps, or audience over saturation and escalate and resolve concerns quickly and decisively, keeping your MA Team Lead partner in the loop at every step
- Provide the right level of contact calendar visibility to different stakeholder groups
- Categorise campaign briefs by priority, impact and reach - ensuring we are dedicating capacity to the right things and that stakeholders are held to account on timeframes and deliverables
- Establish guidance and content frameworks for both stakeholders and MA Specialists to leverage (i.e. templates, optimal copy length, effective CTAs, AI tools) in order to maximise engagement
- Develop and implement a tiered framework to standardise our response to email campaign briefs and enable reusable templates and common approaches (eg T1 event in a box)
- For non-standard, larger scale or more complex programs, work closely with requesting stakeholder/s to interpret objectives and craft an appropriate communications response plan, documenting requirements up front and getting sign off early to protect scope and assess criticality of any stakeholder change requests
- Support the Marketing Automation Team Lead in amplifying email campaign learnings and insights across regions as well as embedding the right stakeholder behaviours that drive ongoing efficiency (i.e. minimal iterations, scope changes and faster response times)
- Work with the Marketing Automation Team Lead to develop and maintain clear processes for campaign planning, iterations, approvals and launch - to ensure campaigns are delivered to a high standard, on time, and aligned with the broader communications strategy
What you'll bring with you:
- A background in Email Marketing &/or Digital Campaign Planning
- Strong understanding of email marketing as a channel, engagement metrics and best practice
- A natural at managing timelines, driving operational efficiency and process improvement in a fast-paced environment
- Confidence to challenge constructively, in order to balance the customer experience with delivering the business objectives
- Demonstrated ability to lead complex, cross-functional stakeholder led initiatives
- Experience operating in a global matrix
- Experience implementing and maintaining project tools eg Asana, G Suite etc
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